INFORMATION AND ADVERTISING PROGRAMME PROMOTING EUROPEAN BUTTER TO MIDDLE EAST COUNTRIES SAUDI ARABIA - UNITED ARAB EMIRATES - LEBANON - KUWAIT 2021-2023

In a favourable market context (Saudi Arabia, UAE, Kuwait, Lebanon) potentially weakened with the COVID-19 crisis, with growing demand in European butter particularly consolidated over the last 10 years and insufficient production to cover the needs of the population, current or future consumers see themselves as not sufficiently familiar with the product and also its possible uses.
This action has an ambition to provide solutions to these issues by supporting European butter exports to these countries and providing the necessary information to change perceptions, increase notoriety and (re)establish European butter, a symbol of European fine food and agriculture, in the daily life of consumers, while respecting local food cultures.
The Action aims to increase knowledge and accessibility of butter by:
• Educating people about how to use butter in line with local consumption habits and also in line with major international trends promoting the influencer role of European food cultures and therefore the products used.
• Promotion and communication actions that will raise the awareness of targets about the use of butter.
The main BtoB and BtoC activities foreseen by this 3-year action include: social media, communication tools, press trips or “Butter tours”, print, food and consumer events, chef training courses.
The final expected result is to reach a two percent increase in the European market share over the next three years.