ECLATS European Cereals, LAndscape To Savour

For several years now, the link between the agricultural world and the general public has become distended. ECLATS programme designed by Intercéréales and Passion Céréales proposes to recreate the link between the Europeans and their cereal culture. ECLATS will concretely help European consumers acknowledge the characteristics of the European cereal sector, in terms of diversity, authenticity, sustainability and quality.Particularly focused on Belgian and French families with young children and on opinion multipliers, ECLATS aims, through the presence of cereal crops in the composition of landscapes, to raise awareness and to inform about territorial anchorage, as well as about know-how of the sector players. The project helps improve perception and notoriety of European cereals among European citizens. It is implied that a better knowledge of the merits of European cereal production and its associated products will allow consumers to make educated choices and have higher expectations. These new expectations should lead to an increase of the European producers’ market shares.The programme will be implemented over two years and will include the creation of a phone and tablet application (action 2) to be used by families when reaching their holiday destinations, also supported by special events organised on rest areas (action 3). Families will be able to liven up their road trip with recreational activities, discovering the crops they drive pass, and the produce that come out of it. It is also planned to benefit from advertisement on the web and radio (action 5) and to mobilise opinion multipliers - bloggers, "digital Mums" and journalists - (action 4) to maximise the impact of the disseminated message.The project takes advantage of a pan-European Advisory Committee, composed of European networks of Belgian and French experts, that ensures a continuous high quality of implementation. The budget of ECLATS is €774 534 with a requested EU co-financing rate of 70%.