WHAT WONDERFUL EUROPEAN BEEF! 2.0

The Interprofessional Agro-alimentary Organization of Beef (PROVACUNO) is an interprofessional organization that represents approximately 85% of the sector in Spain, both the producing branch, and the industrial / processing branch, which Indicates the high level of representativeness in the Spanish sector and the high scope and impact for information and promotion programs. It is important to highlight the livestock area generates 80,000 to 100,000 jobs, the manufacturing area which has around 280 slaughterhouses and 140 cutting plants generates 15,000 direct jobs.

The campaign’s general and ultimate objective is to continue increasing the competitiveness and beef meat consumption of the European Union in third countries, concretely in the target markets in this programme. A project that started 3 years ago with a simple programme for third countries (WWF) and whose continuity is essential. The SMART objectives are: to increase the European beef export; increase the market share; increase awareness, appreciation and inclination to consume EU beef; increase the notoriety or the image of European beef as quality. All these objectives will be focused in the following target markets: United Arab Emirates (UAE), Saudi Arabia, Japan and Vietnam. 

A mix of promotional and informational activities has been designed through a strategy adapted to each target country and target groups: distribution & import channel, KOL and consumers. The activities chosen for the program have been: - Public Relations Services - Web and social media - Online advertising - Events such as Meetings with distribution, Trips to Europe and participation in Trade Fairs.

This plan has been structured through a total budget of: € 3.042.465,55 That is divided as follows: Year 1: € 1,175,228.85; Year 2: € 939,831.60; Year 3: € 927,405.10. According to the countries, the budget is divided as follows: Saudi Arabia: € 525,979.71; UAE: € 837,033.68; Japan: € 1,002,819.72; Vietnam: € 676,632.44 €.