TRUST YOUR TASTE, CHOOSE EUROPEAN QUALITY

The “Trust your taste, choose European quality” project aims at improving the level of knowledge of the merits of the union's agri-food products and increase their competitiveness and consumption, by promoting the campaign's testimonial products, within the following target countries: Italy and Belgium. Although the domestic market remains the main outlet for the European production of pork products and cured meats confirmed as a cornerstone of both Italian and Belgian spending, this campaign is necessary and urgent, given the unpredictability of global developments in the meat markets (swine fever and tariffs on international markets, coronavirus) and the constant drop in consumption on the internal market, due to the widespread disinformation on the sustainability of the meat supply chain and the following change in food choices. The design strategy was defined considering the common characteristics of these markets, diversifying and then targeting actions on specific targets (trade, press and consumer).
The project is divided into common basic institutional activities (website, social network, promotional material, pr, etc.) and strategic actions targeted also for the single market.
In Italy, the strategy aims to strengthen coordination and collaboration within the supply chain, to improve production methods and increase knowledge and sensitivity on the values both upstream (operators, breeders, producers) and downstream (normal trade, modern organized distribution - mod and ho.re .ca.) and internally (operators and companies in the slaughtering and processing sector), to improve the image of European pig products among consumers and increase their consumption.
In Belgium, the strategy is aimed primarily at media and consumers, focusing on highlighting, and communicating the intrinsic characteristics of the union's pig products, to improve their image and perception and make consumers more informed and aware.