Let’s share the European gastronomic heritage

This project, “Let’s share the European gastronomic heritage (acronym TEACH)” carries together a Euro Foie Gras, a European Association who brings together all the foie gras producing countries of the European Union (Belgium, Bulgaria, Spain, France and Hungary) and represents all the links in the production chain (breeders, producers, processors and slaughterhouses), and CIFOG, the French interbranch association. The defense and promotion of Foie Gras are a common mission for both partners.

Our joint Consortium is submitting this campaign proposal  to inform the younger generation of consumers (“millennials”), chefs and food professionals in a few  EU internal markets about Foie Gras: its history and culture, the European production methods, the well-being approach the  European Foie Gras professionals have undertaken  and the multiple recipes and uses of Foie Gras.

Seducing the hyper-connected millennial, who is characterized by the quest for meanings, personal achievement, social and environmental awareness, constitutes a major challenge for the future of the European Foie Gras sector. To this effect, the world of Foie Gras must be demystified to become more familiar, inspiring, even “trendy” and to foster engagement among the young consumers, chefs, and food professionals both in terms of:

• societal ethics (through a clear description of the Foie Gras production process, it’s extensive and outdoor farming, mostly by family owned farms, and the proper explanation of the assisted feeding)  

• and tradition, versatility and adaptation to mode.

TEACH has a global concept: “Together on the road of Foie Gras”: two local personalities will go on a road trip and meet different people who either make (e.g. breeders, transformers), or work (e.g. chefs) with Foie Gras. The concept will be achieved with a global program strategy: social medias channels, videos, real interaction between our target audience and the influencers, website, public outreach events and media.