PURE FLOUR FROM EUROPE. QUALITY FOR ALL TASTES.

The growing level of exports of EU soft wheat flours in the period 2018-2023 to India, with a net annual growth rate of 56.14%, represents a significant opportunity for the EU milling industry in a market which, although characterized with an annual per capita consumption of 5 kg of wheat flour, has a population of 1.4 billion inhabitants. This is a huge market within which the progressive urbanization and growth of incomes can undoubtedly favour the increase in sales of an imported product that is already known for its quality, safety, tradition and use in Italian and European recipes. The EU, with 2.9 million tonnes of soft wheat flour exported, is the second world exporter behind Turkey; it accounts for 22% of world exports in volume and 24.3% in value, with an export of 1.56 billion euros (1.63 billion euros for 2023 from provisional data).
The objective of this proposal is to increase both the awareness and the sale of European soft wheat flours (CN Code 110100) in the target market through a cohesive campaign supported by the theme “PURE FLOUR FROM EUROPE”, giving continuity to the previous programme concluded at the end of March 2024. The campaign's strategy will be adapted to the different target groups. B2C and B2B activities will be properly balanced according to the main objectives (increase of awareness and exports) to be achieved and will concentrate on opinion leaders, importers / professionals in distribution and the Ho.Re.Ca. channel as well as on consumers (aged 20-54). Furthermore, the activities have been programmed in order to involve a sizeable number from each of the 3 target groups: particular attention has been paid both to the sustainability of the field activities (press event, participation in trade shows, educational tours) and to the diversified use of traditional channels (printed magazines and trade show catalogues) and digital / social channels (website, social media, micro-influencer partnerships and digital B2B and B2C magazines).