EUROPEAN SUSTAINABLE SHEEP/GOAT MEAT PRODUCTION SECTOR : SIGNED BY NATURE

The “Signed by Nature” programme is a promotion campaign for the European sheep/goat meat production sector proposed by the Greek National Interprofessional Meat Organization (EDOK), the Greek interprofession organization in the livestock & meat industry.  The objective is to increase the awareness of the target by 5% at the end of the programme, and to make sure that consumers and professionals associate the sector with the values and heritage it holds.

Target group: The programme focuses on three EU Member States: Greece, Germany and Sweden,  targeting consumers as well as professionals and opinion leaders in these countries.

Action strategy: It focuses on a four-pillar strategy, which will highlight, through a narrative, the strong environmental, economic, social/cultural and health advantages the European sheep/goat meat production sector has, thus creating a virtuous cycle of sustainability: goat and sheep husbandry has been practiced in the Mediterranean Basin for millennia and has stemmed many cultural traditions that are part of the European identity. For these reasons, it is crucial to maintain this particular sector, and help it survive at a time of crisis. To that end, an ambitious three-year campaign is going to be put into motion, which includes a variety of actions adapted to the markets. This will include a mix of social media and advertising campaigns, the creation of promotional material and participation to events targeting both consumers and professionals.