Great Taste heads overseas in Portuguese licensing deal
Twenty-two years after its launch in the UK, the Great Taste awards scheme is going overseas for the first time in a deal between organiser the Guild of Fine Food and a Portuguese brand evaluation company.
Entries are already open for Great Taste Portugal, which will see the rigorous UK judging process mirrored in the Portuguese speciality food market.
As in the UK, teams of chefs, fine food retailers, restaurateurs, food writers and critics will blind-taste every entry.
The country’s first Great Taste stars will announced in October and the Supreme Champion will be unveiled at the Festival Nacional de Gastronomia de Santarém later that month.
The scheme is being run in a licensing arrangement with Consumer Choice – Centro de Avaliação da Satisfação do Consumidor. The company works across markets as diverse as banking, energy and travel, ranking brands according to various measures of consumer satisfaction, and already runs its own Consumer Choice awards.
However, as in the UK, Great Taste judging will be based on taste alone, with no consideration of branding or packaging.
“We’ve made it very clear that the Great Taste Portugal has to follow every element of what we do here in Britain,” said Guild MD John Farrand.
“They’ll even been using a version of our software to record the scoring and gather judges’ feedback on each entry.”
Portuguese winners will earn the right to display the Great Taste logo on their products, helping them to increase sales and improve brand awareness, while all entries will benefit from judges’ comment to help the makers refine their products. Those receiving a 2- or 3-star awards will also be listed on greattasteawards.co.uk.
Consumer Choice MD José Borralho described the tie-up with the Guild as “an important moment for Portuguese food and drink producers, especially small artisans and those who are looking to export”.
“The Great Taste stamp of excellence is highly sought-after throughout Europe and beyond,” he said. “Great Taste Portugal will offer our artisan producers a unique opportunity to grow their businesses and reach new markets.”
Farrand added: “We’ve been delighted to see more and more international entries coming into Great Taste each year and feel that Great Taste Portugal will give the country’s small artisan producers an even better opportunity to gain recognition for their efforts, raise their profile and jump off the nation’s crowded shelves, as we direct Portugal’s buyers towards the best of the bunch.”