Agri-food with origin labels: Chorizo de Soria IGP, Torrezno and Black Truffle
Soria concentrates three European-recognised IGP / DOP labels: Chorizo de Soria IGP, Torrezno de Soria IGP and Black Truffle (Tuber melanosporum), with the province as the continent's largest producer, especially in Berlanga and the Tierras Altas area. The challenge is not producing: it's telling the origin story without falling into folklore.
I work here on two fronts: positioning small and mid-sized producers against the premium HORECA channel (Michelin-starred restaurants, gourmet distribution) with a territorial narrative that holds price, and supporting the regulatory council or cooperative on institutional communication for international fairs (Anuga, Sial) where they compete against better-funded Italian and French IGPs.