Simple campaign
Inactive
Acronym:
CHEESE PMO 23
Number:
101094264
Call ID:
AGRIP-SIMPLE-2022
coordinator:
CENTRE NATIONAL INTERPROFESSIONNELDE L'ECONOMIE LAITIERE
-
France
For more than 10 years, Saudi Arabia and United Arab Emirates have been a high-potential market for European cheeses. However, in
a market context weakened by the COVID-19 and the Ukrainian crisis, where international trade has been disrupted, it seems essential to support European opportunities. Moreover, current or future consumers, local chefs, retailers 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 cheese exports to these countries and providing the necessary information to change perceptions, increase notoriety and (re)establish European cheese, a symbol of European agriculture, in the daily life of consumers, whilst respecting local food cultures.
The Action aims to increase knowledge and accessibility of cheese by educating people about how to consume and/or use cheese 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.
The main BtoB and BtoC activities foreseen by this 3-year action include: influence strategy, partnerships with KOL, communication tools, press trips, food and consumer events, chefs and retailers training courses.
The final expected result is to reach a two percent increase in the European market share over the next three years.
a market context weakened by the COVID-19 and the Ukrainian crisis, where international trade has been disrupted, it seems essential to support European opportunities. Moreover, current or future consumers, local chefs, retailers 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 cheese exports to these countries and providing the necessary information to change perceptions, increase notoriety and (re)establish European cheese, a symbol of European agriculture, in the daily life of consumers, whilst respecting local food cultures.
The Action aims to increase knowledge and accessibility of cheese by educating people about how to consume and/or use cheese 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.
The main BtoB and BtoC activities foreseen by this 3-year action include: influence strategy, partnerships with KOL, communication tools, press trips, food and consumer events, chefs and retailers training courses.
The final expected result is to reach a two percent increase in the European market share over the next three years.
Product sector:
- Cheese
Target countries:
- United Arab Emirates
- Saudi Arabia
Budget
Total
2 376 042,76
€
EU contribution
1 900 834,20
€
Duration 36
months
Start date
End date