IQ - Istrian Quality
Encouraging excellence in local production was the driving force behind the establishment of the IQ – Istrian Quality label system. The objectives set more than 20 years ago included harnessing the potential and raising the existing quality level of Istrian products, fostering the development of local production, encouraging creativity, originality, and innovation, promoting the Istrian region, and building a distinct Istrian identity on the national, European, and global markets.
The system has been successfully and continuously implemented for wine since 2005, initially for “Malvazija istarska” (Malvasia Istriana). With the 2011 harvest, the conditions were established for extending the system to aged Malvasia wines and to Teran wine.
A new chapter in the development of the IQ system began in 2018 with the drafting and adoption of the Rulebook on awarding the IQ label for extra virgin olive oil, spirits (grappa, biska, ruda and medenica), Istrian prosciutto, and honey.
This range of individually strong, high-quality, and recognisable Istrian products represents a solid foundation for the successful branding strategy of Istria through the IQ label. However, a systematic approach and central coordination of all processes related to the implementation of the label and compliance with the requirements defined in the Rulebooks, together with the joint promotion of the label, products, producers, and ultimately the Istrian region, are the only effective path towards achieving this goal.
Through defined business cooperation and the establishment of the IQ Cluster as the implementing body overseeing all segments of the IQ system, in mid-October 2020, the foundations were laid for further development and for elevating the system to a higher qualitative level. By the end of 2020, all preparatory activities had been undertaken to continue and expand the IQ – Istrian Quality label to products covered by the Rulebook. This places the IQ Cluster on the right path towards achieving the ultimate goal defined at the inception of the IQ label: positioning the IQ label as a strong brand that simultaneously encompasses and protects all the distinctive features, values, and specificities of the Istrian region, so that, in the perception of consumers, Istria and the IQ label become synonymous.
Currently, Rulebooks and the IQ – Istrian Quality label are in force for wine (Malvasia and Teran), extra virgin olive oil, spirits (grappa, biska, ruda and medenica), Istrian prosciutto, honey, Istrian garlic, and Teranino.
