Promotion of European Cheeses in Brazil, Australia and USA

The proposal CheesEU_TC falls into thetopic AGRIP-MULTI-2021-TC-ALL. The general and specific objectives of the program, its strategy, topics and messages to be disseminated, the selected target country and target groups, and all of its actions are in accordance with Regulation (EU)№1144/2014 of the EC.

Two representative organizations from Cyprus and Bulgaria, leading producers and traders of dairy products, are the proposing organizations of the Action. The target markets are:Brazil, Australia and USA. The products under promotion are: halloumi cheese, white brined cheese and kashkaval cheese. The objective of the proposal is to enhance the image of European cheeses and their competitiveness, increase their consumption and raise their profile, highlighting the specific features of food safety, traceability, labeling, nutritional and health aspects value and sustainability. Additionally, it will increase the market share of the products under promotion to target markets. The outcome of the programmewill lead to increased Cyprian and Bulgarian cheese exports to the target markets and increasing their market share.

The activities that will raise awareness of the products under promotion are: website, social media and online ads; public relations; advertisement (printed and online); events, fairs, B2B meetings, restaurant weeks, study trips and point of sales promotion, in order to engage consumers, professionals and multipliers.

Action’s total budget is €3 379 740.