DISCOVER THE EUROPEAN CHEESTORIES 2

The continuity programme “Cheestories2”, led by InLac, aims to strengthen the leadership of European cheese in the United States, the top non-EU destination in terms of export volume and value. The initiative is implemented in New York and Florida, two strategic markets with a high concentration of Hispanic consumers, gourmet profiles, and specialised import operators.

The action plan combines concrete B2B and B2C interventions, specifically targeting a high-potential “Hispano-foodie” audience. Activities include participation in trade fairs, collaborations with chefs and specialised media, as well as in-store activations, tastings, public relations, and digital content. This combination seeks to enhance both the commercial positioning and product visibility.

Cheestories2 builds on the achievements of the ongoing “Discover the European Cheestories 1” campaign, now in its third year, with proven results in awareness, B2B engagement, and economic return (+11.86%, with a cost per impression below €0.011). The strategic objective is to increase European cheese exports to the U.S. by 15%, reaching 10,000 tonnes annually, while reinforcing its image as a high-quality, certified-origin, and traceable product.

The programme aims to strengthen the positioning of European cheese among key B2B players and Hispanic foodies in NY and Miami, impacting 80% of the trade target and 65% of the B2C segment. It seeks to increase awareness by 15–20%, improve perception, and boost each of the main consumption drivers by approximately 10%.

The programme addresses the urgent need to maintain market share in the face of the delicate situation affecting the European cheese and agri-food sector in the U.S., contributing to improved sector competitiveness and the global projection of the European production model. It aligns with the EU’s 2025 vision for agriculture: more efficient, sustainable, and value-driven.