A multi-country programme with Denmark, France and Ireland on Eating Sustainably with Milk

This 2-year action, submitted by the dairy organisations of the Danish, French and Irish Member States, is coordinated by EMF (European Milk Forum). The Union dairy sector is the second biggest agricultural sector in output value and number of jobs, and plays a major economic role. The sector is conscious of its responsibilities and has committed for years to reduce its impact on climate change and the protection of the planet. It has already improved its methods and it is still continuously mitigating its efforts. The dairy sector fully aligns with the ambitious objectives of the EU Green Deal and Farm to Fork strategy.

50% of citizens in Denmark, France and Ireland consider that the production industry and consumers are responsible for creating a more sustainable future. 40% of them consider they are well informed about sustainability, so there is still room for improvement.

The proposed action targets consumers, directly and via KOL/influencers. It aims at educating consumers on sustainable eating, increasing awareness about dairy's role in delivering on Union objectives on climate change and informing consumers on how milk products are valid choices within a sustainable and healthy diet. We propose a Union message of 'Together on sustainable eating with milk in Europe'. Our strategy consists in aligning three different Members States joining forces, communicating in a simple way on a complicated concept, and assessing consumer perceptions to identify barriers, drivers and interest for a sustainable, healthy diet. Cost effectiveness is the criteria used to select our activities: influencer, PR and social media activations, communication tools production, advertising and events. In particular, the media buying activities are based on best cost per contact allowing the widest dissemination to consumers on Union objectives to accelerate change towards an environmentally friendly food system. The budget is €5.3m, and the duration is 2 years.