The “Blonde d’Aquitaine – European Beef Excellence” project was created with the goal of promoting the high-quality Blonde d’Aquitaine beef by raising awareness among consumers in the producing countries— France and Italy—about the distinctive characteristics of this unique cattle breed. This product is the result of key factors such as quality, food safety, sustainability, and animal welfare throughout the entire supply chain.

Two years into the second three-year phase of this ambitious project, concrete results are emerging. A survey conducted by Nomisma, based on data from a Consumer Survey involving a representative sample of 1,000 respondents per country, highlights significant progress in both awareness and perception of the product. In Italy, brand awareness of the breed has increased from 16% to 22%; in France, it remains high and stable at 61% (compared to 60% in the first year), with a growing number of consumers having tried it in the past 12 months.

The profile of the Blonde d’Aquitaine connoisseur reveals notable differences between Italy and France. In Italy, the typical consumer is predominantly a highly educated man, aged between 30 and 44, with a high income and residing in the North-West of the country. In France, no significant gender differences are observed, and awareness of the breed is well established among consumers over the age of 30 and in larger households.

In the French market, an in-depth analysis from a consumer perspective shows that preferences for meat from the Blonde d’Aquitaine breed are mainly concentrated among university graduates and, predictably, among residents of New Aquitaine.

This growing attention has had direct positive effects on consumer awareness regarding the quality, food safety, animal welfare, and environmental sustainability of Blonde d’Aquitaine beef. Compared to pre-campaign results, in Italy the share of the population aware of these specific attributes has increased from 10% to 15%, marking a 5-percentage-point rise.

In France, where initial awareness was already higher, it grew from 39% to 42%. Although absolute levels differ significantly between the two countries, both show an improvement in consumer knowledge and perception of the product—clear evidence of the effectiveness of the communication activities carried out as part of this project.

The data on quality perception is also very positive: in Italy, 1 out of 2 consumers who are familiar with the Blonde d’Aquitaine consider it superior to other types of beef, appreciating its premium image, safety, and organoleptic qualities. In France, where the breed is more widely known, these attributes are already well established in the consumer’s perception.

The project has also helped enhance recognition of quality labels. In Italy, the “Sigillo Italiano” remains relatively unknown, with 60% of consumers not recognizing it, although awareness is growing compared to the previous year. In France, on the other hand, the Label Rouge continues to enjoy strong recognition, with only 16% of consumers stating they are unfamiliar with it.

These results are part of a broader context in which the European Union is committed to providing citizens with the tools to make more informed food choices, while also promoting a transparent, sustainable, and responsible supply chain.

The impact of the campaign is clear, but continued communication efforts remain essential—especially to further strengthen consumer confidence in Blonde d’Aquitaine beef and in the value of European excellence.

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