Information and promotion of EU milling wheat in 3 third countries (Cameroon, Ivory Coast and Senegal)

The programme Information and promotion of EU milling wheat in 3 third countries (Cameroon, Ivory Coast and Senegal), presented under the heading AGRIP-SIMPLE-2024-TC-OTHERS, is aimed at milling and baking professionals in Cameroon, Ivory Coast and Senegal. Conducted by Intercéréales, the French cereals trade association, the aim of this promotion programme is to increase sales volumes of French milling wheat over three years (2025 to 2027; + 1 point per year in Senegal and in Cameroon and + 0.5 point per year in Ivory Coast compared with trends without programme), and also to increase professionals’ knowledge of the characteristics of French milling wheat (+ 5 points per country between the start and end of the programme).

To achieve these ambitious goals, the programme offers a range of activities aimed at milling professionals (training courses, seminars, participation in trade fairs), bakery professionals (communication tools, best baguette competition) and the general public (digital culinary competition, communication tools). The aim is to encourage the public to eat European wheat in the form of bread, which is very popular in the target countries, while encouraging professionals to meet the growing demand for wheat with European supplies. In addition, the programme will encourage higher professional standards in the flour-bread sector in the target countries as a result of the initiatives in question.

This promotion program, presented by France, has a strong European dimension, the cultivation of wheat being an essential element of food security and an essential economic vector in the EU; a dimension reinforced by the main message of the program “European Union wheat, a tasteful choice”. The program will benefit all EU wheat exporters. In addition, through this program, milling wheat will become an ambassador of the quality and authenticity of EU products.

The overall budget is €2.15 million.