«European PDO products: Precious Drops» is co-funded by the European Union and Greece, promoting the exceptional European PDO products via a unique product: the Chios Mastiha (mastic gum). This campaign is promoting Chios Mastiha in the target markets of USA, Japan and South Korea.
Actions taking place in the scope of this program:
Participation in important trade shows of food and ingredient products
Professional events aiming to inform about the PDO Chios Mastiha products: PDO Chios mastiha (Masticha Chiou), PDO Mastiha Oil (Mastichelaio Chiou ) and PDO Mastiha chewing gum (Tsikla Chiou)
Media plans in selected magazines
Design & Production of print, electronic and viral communication material
NATURE’S PRECIOUS TEARDROP
Α natural, aromatic, translucent resin produced from the mastic tree (large shrub), which only grows in the southern part of the Greek island of Chios. The word “mastic” is derived from the Greek verb μαστιχειν (mastichein), “to gnash the teeth”, which is the source of the English word “masticate”.
There are 4,850 mastiha growers located in the 24 medieval villages in southern Chios, known as the “Mastichochoria”. The growers use special tools to “injure” the mastiha tree, i.e. to make small incisions on the surface of the tree. The mastic resin exudes from the incisions in liquid form and in teardrop shape. These drips remain on the soil until they become solid enough to be collected. The collected product is delivered, in order to be cleaned, processed, packaged and traded to the Chios Mastiha Growers Association, which is the producer compulsory cooperative.
Since 2014, the know-how of cultivating mastiha has been included in UNESCO’s Representative List of the Intangible Cultural Heritage of Humanity.
PDO DISCOVER THE EUROPEAN
PDO is the acronym for Protected Designation of Origin. Production and processing of products recognised by the European Union as PDO products, occur in a particular geographical area. The PDO products have particular organoleptic characteristics, due to the geographical environment of origin, bearing the name of the specific region. The recognition of a product as PDO is realised through specific and strict procedures by the European Commission. PDO products are controlled by the European Union for their adherence to quality standards and they bear a special identification “seal”. Consumers can recognise PDO products by their characteristic logos, the use of which is mandatory for registered products since May 2009.
Since 1997, Chios mastiha (mastic gum) has been registered as a Product of Protected Designation of Origin (PDO) in the European Union. PDO Chios mastiha (Masticha Chiou), PDO Mastiha Oil (Mastichelaio Chiou) and PDO Mastiha chewing gum (Tsikla Chiou) are protected from any imitations.
Chios Mastiha (mastic gum) is a unique ingredient and has a variety of applications and uses from food and beverages, to pharmaceutical, cosmetics and perfume industries. It is used as an ingredient in the production of a great variety of products, such as bakery products, sweets, jams, ice-cream, chocolate, beverages, tea, smoothies, dairy products, pasta, sauces, liqueurs and as an active ingredient in perfumes, masks, toothpaste, mouth wash, moisturizers, creams, ointments, food supplements, tablets, digestive capsules and so on.
Chios Mastiha (mastic gum) comes in different types: crystal, powder, capsules, oil and gum. It is exported in 47 countries all over the world.