EMF multi programme to restore normal conditions for milk & milk products in the internal markets

The present proposal is a response to the 2020 additional call for proposals. It is presented by European Milk Forum (EMF), as a coordinator for 5 Member states : Belgium (Vlam), Denmark (DDB), France (Cniel), Ireland (NDC) and UK/Northern Ireland (DCNI)

The Covid-19 crisis, created an exceptional situation for European agricultural and agrifood sector, in particular for dairy sector. All stakeholders in the value chain of the dairy activities were hit by the crisis. They get mobilized to face this unpredictable challenge, from dairy farmers to companies, trade and retailers. However, due to this context in 2020, concerns about 2021 perspectives are raising. This sanitary crisis disrupting the international trade in Europe leading to disturbance on export results. More than ever, it appears essential to bolster demand and encourage consumption of dairy products in the domestic market, by promoting dairy products in internal markets as products of European agriculture. These elements are the motivation for a multi-country action dedicated to support the dairy sector in the recovery of the Covid crisis, a disturbed context that came in addition to a deep and long lasting crisis for milk and milk products. The objectives of the present programme are to restore normal conditions in food services for milk and dairy demand, that were strongly impacted with the closure of restaurants during the quarantine, to reduce loss of confidence of consumers towards milk and milk products and to stabilize milk and dairy products sales, which are regularly declining. Targets are consumers 18-54 yo, Foodservice professionnals and BtoB (Media, journalists, influencers, KOL. Budget : 1 750 000 € for one year.