Adding value with EU dairy products (ME)

The EU share of the global market for dairy products has declined in the face of strong competition, mainly from New Zealand and USA. Detailed market analysis has revealed that UAE and Saudi Arabia have the potential for increased imports of EU dairy products – in particular cheddar cheese, mozzarella, and UHT cream.Experience with a current EU funded Third Country Export Programme has confirmed that the main EU message can be leveraged effectively to generate increased sales. This proposed programme will increase awareness in the target countries of the high standards set by the EU for quality, safety, animal health and care for the environment, together with the systems for monitoring and auditing adherence to these standards. This improved awareness will give buyers the confidence and trust to source dairy products from the EU.The action objectives are:To increase awareness in the specified markets of the high standards applied in production and processing methods, quality and safety systems, animal health and protection of the environment throughout the EU dairy product supply chain;To deliver additional sales of EU dairy products with a value of €13.0 million;To deliver a return of investment of 11.7:1 in terms of value of sales.The action strategies are:Providing information and raising awareness of the benefits of EU dairy products within the target audience of dairy product importers and distributors in the target countries;Identifying potential customers and reinforcing relationships with existing customers through participation in Gulfood;Developing business relationships through Outward Trade Missions;Reinforcing business relationships through Inward Trade Visits;The overall cost of the programme will be EUR1.11 million, 80% of which will be delivered by an Implementing Body.