This programme aims to raise awareness and highlight the specificities of EU agricultural production methods, in particular in terms of environmental friendliness and sustainability of poultry meat.

This programme aims at promoting the European poultry meat and production methods highlighting its commitment to create the most sustainable and environmentally-friendly European agri-food industry. The programme is focused on all three factors of a sustainability: environment, economy and society. The proposing organizations cover four different European markets providing the programme with an ambitious European dimension and they will be focused on four different target markets: Belgium, Spain, Germany and France.

While the efforts and measures from the European poultry industry when the new Biodiversity and Farm to Fork strategies were released as part of the Green Deal have been a great impulse, there is still a tendency to identify the sector as not having a beneficial role for climate action and the environment. For this reason, this programme aims to highlight the sustainability of EU agriculture for consumers, stressing its commitment to climate change mitigation and emphasizing how the consumption of European poultry is beneficial for a sustainable European environment, society and economy.

With an overall budget of over €3 milion and many promotion and information activities in Belgium, Spain, Germany and France, the European organizations will not only use online and offline channels to communicate the message but will also organize different events, tasting days and workshops to reach the highest number of consumers possible. The impact that this programme will have for the European poultry industry will also encourage other industry key players to work on their sustainable products and production methods.