The art of European beef in Asia

The programme’s aim is to increase the export to the targeted third countries, China, Vietnam and the Philippines, by means of creating a good image of European beef. This will be done through focussing on its quality and by increasing awareness about the qualities of European beef in the three markets. Fairs in the targeted countries will be organised to bring European beef exporters in contact with new potential clients. To support these activities, advertisements (print and online) will be published and direct mails will be sent to inform the target group of the upcoming events. A website will contain all necessary information about the programme, so that potential clients can find everything they need to meet the European beef exporters. SEA and SEO will be used, where possible, to get the website known. Brochures and folders complete the image campaign with more information about European beef and its qualities.All the programme’s communications will contain the following messages:- The quality of the European beef (know-how due to long-lasting tradition of cattle breeding in Europe and strict EU legislation which guarantees good quality)- The traceability of the beef from farm to fork- High service level