Pure Flour from Europe: Your Organic and Sustainable Choice!

The growing level of exports of EU wheat flour and groats to the USA and Canada (net annual growth of 14% and 13.1% respectively in the period 2014-2020), represents a significant opportunity for the EU milling industry in two markets with a pro capita consumption of 65 kg of wheat flour and groats per year in the USA and 59 kg in Canada. Canada, despite its internal production of 2.4 million tons per year, imports 1.4 million tons, and depends on imports for approx. 38.8% of its consumption.  In the USA, imports cover only 1.7% of consumption, compared to the 21.4 million tons produced by the local milling industry. In this context, it must be highlighted that the USA and Canada are respectively the 3rd and 7th country in the world in terms of growth prospects for the consumption of organic products. Focusing on the main characteristics of the promoted products, namely, they quality, safety and versatility, the overall goal of this proposal is to increase awareness and sales of EU organic wheat flour and groats (Codes CN 110100 and 110311) in the target markets through a cohesive campaign supported by the slogan "I choose Organic! I choose Sustainable! I choose Pure Flour from Europe!". The campaign''s strategy will be adapted to the different target groups: B2B and B2C activities will be properly balanced according to the main objectives (increase of awareness and exports) to be reached and will concentrate on opinion leaders, importers / distributors and the HoReCa channel as well as on consumers aged 25-64.  Furthermore, the activities have been programmed in order to involve a sizeable number from each of the 3 target groups: particular attention has, in fact, been paid to both the post Covid-19 sustainability of the on-field activities (micro press events, B2B workshops with importers / distributors / HoReCa and pasta / bread producers) and to the diversified use of online/social channels (website, social media, micro-influencers parterships).