THINK MILK, TASTE EUROPE, BE SMART!

The project “Think milk, taste Europe, be smart!”, promotes the dairy sector, through informative and promotional activities about collected milk, of which the proposing organisation Confcooperative is representative, as a basic raw material for the preparation of dairy products, such as yogurt, drinking milk, butter and cheese, etc.
The project aims to improve the awareness of the merits of the union agricultural products and to increase consumer confidence following the implementation of the program in Italy and Germany. Both objectives were chosen considering the current macro-market trend and the particular characteristics of the two markets especially the drop in consumption of dairy products, due to socio-demographic changes (such as the reduction in the number of purchasing families with young children), new eating habits and health and/or ethical reasons often based on incomplete or untruthful information.
The project's strategy intends to involve communicators, influencers, and food bloggers, in training/ experiential paths of reallocation of meaning from multiple points of view of dairy products. In both target countries, the other target group is the consumer, who is above all younger (millennials and gen x), with the aim of changing his perception of dairy products.