Bosnia, first Made in Italy product promotion campaign

(ANSA) - SARAJEVO, 01 LUG - Under the slogan 'Ma che buona ponuda', the month-long promotion of Italian food products in Bosnia and Herzegovina kicked off today in more than 200 sales outlets of the Konzum-Mercator chain, one of the top leaders in the local market and with a nationwide sales network. 'Ponuda' in the local language means 'offer'.
    The partnership project was launched by the Sarajevo office of the ITA Agency - Italian Institute for Foreign Trade - together with the Italian Embassy in Bosnia Herzegovina. The initiative involves numerous Italian producers and features hundreds of tricolour items, many of which are new to the local market. Consumers will be able to find the products both on the physical shelves of the shops and on the chain's e-commerce site in a special section dedicated to Made in Italy products.
    The objective of the initiative is to promote Italian products on the Bosnian-Herzegovinian market, introduce new ones and raise awareness among local consumers on the quality of Italian food and wine products. The actions implemented are aimed at consolidating and further strengthening Italy's position as the leading supplier country of Bosnia Herzegovina.
    The inauguration of the promotion took place at the Mercator Lozionicka flagship store in Sarajevo and the Konzum Mepas in Mostar, and included various activities such as the cutting of the tricolour ribbon, presentation of the Campaign, tastings of Italian products, and the distribution of a special thematic Catalogue that will be printed and distributed in all the points of sale involved. Consumers will also have the chance to take part in a prize game that will feature iconic symbols of Italian design and creativity around the world: a Fiat 500 and three Vespa scooters.
    "This is the first nationwide promotion organised in collaboration with one of the most important market leaders in Bosnia Herzegovina, a country that has always been fond of Made in Italy products and that sees us on the podium as the first foreign supplier and second commercial partner. With this project we want to support Italian exports and counter the phenomenon of 'Italian sounding' (products where only the name sounds Italian) by encouraging local consumers to recognise and reward the quality of Italian food and wine products," said Marco Di Ruzza, Italian Ambassador to Bosnia and Herzegovina.
    "The value of imports of Italian food and beverages in 2023 in Bosnia and Herzegovina registered an increase of about 24.3%, a figure that ranks among the largest increases in that category among the top three trading partners of Bosnia and Herzegovina. With this promotion, we would like to further strengthen Italy's market share, which currently stands at around 9%," pointed out Sandra Di Carlo, director of the ITA Agency - Italian Institute for Foreign Trade in Sarajevo, which launched this project.