Art of European Pork Asia

This programme concerns an information and promotion programme for pork in Taiwan, India and Vietnam.
Pork is one of Europe’s most important export products, but producers faced difficult times following the loss of several markets due to the presence of ASF in Europe. This was particularly the case for Belgium, were ASF was found in wild boar in September 2018. Belgium regained its ASF free status October 1st, 2020. Since then, lost markets need to be reopened and business relations renewed. This process is still ongoing.
The main objective of this programme is to increase awareness about the qualities of European pork among the B2B target group in the target markets and as a result enhance the competitiveness of the European pork sector allowing its market share to increase in terms of volume and value.
Fairs and B2B meetings are the main tools to approach the target group and to bring European pork exporters in contact with them. This group consists mainly in importers, wholesalers, processers, and retail. A communication campaign both on- and offline in the target countries aims to enhance awareness and inform the target group of the activities within the programme.
Through a communication campaign and activities among a B2B target group, with a European message of food safety and high quality pork we are convinced that we can consolidate and reinforce our presence in Vietnam post COVID and in the wake of ASF in Vietnam and tap into the growing demand in India and Taiwan.
This programme aims to contribute to the climate and environmental ambition of the CAP, the Green Deal and, most importantly, the Farm to Fork Strategy through the several efforts made by the meat sector in Belgium.
When evaluating this campaign we would like to see an increase in awareness about European pork among the B2B target group in addition to a positive economic impact resulting in a rising export of European pork towards the targeted countries.