Latteria San Giorgio

Milk, rennet and nature with the Mountain Product label

The San Giorgio cooperative dairy in Cortogno is located in the heart of the Reggio Emilia Apennines, in the Municipality of Casina, in the Matildic lands, a few kilometers from Canossa and the Tuscan-Emilian Apennine National Park.

These unspoiled lands, far from city pollution, where cows breathe fresh air, drink clean water and eat genuine, nutrient-rich fodder, are what perfect the mountain product.

In fact, Parmigiano Reggiano is not all the same! With no preservatives or other chemical additives, it is up to the milk and the cheesemaker's hands to define its taste, which, just like a good wine, tells the story of its land and its fodder.

Our work

Through a series of meetings with the dairy's owners, Fabio Gualtieri (friend and colleague) and I listened to and analyzed the needs of the business, and outlined them as follows:

• The dairy needed to increase its online sales with home delivery, which until then had been limited to very few transactions agreed by email, mostly with restaurants.
• The Mountain Product label, newly introduced by the Consortium, was the perfect recognition of both the challenges of production and the qualities of the resulting cheese. The members, being entitled to this recognition, immediately understood the importance of informing customers about the exclusivity of their product. This meant designing advertising communication (web and print) suited to the purpose.
• Since the members often had the chance to offer certain agings of Parmigiano Reggiano at attractive prices, they would benefit from a newsletter informing subscribers about these offers.

We built a WordPress-based e-commerce site with a custom theme and significant customizations to the back-end and to the shipping cost calculation, implemented in a dedicated plugin.

Then, together with the client, we developed suitable informative and promotional content, creating dedicated pages on the site, a few flyers and other print materials, and setting up the social media accounts.

We also handled part of the social media communication and helped the members identify their target audience online.

The dairy was pleased to find that its online sales potential was far greater than initially expected, and online sales are now a steady share of its sales volume.