Eu Dairy: Integrated Supply Chain High Quality

The action "EU dairy: integrated supply chain & high quality" responds to Topic 10 "Information and promotion programmes on milk / dairy products targeting any third country".Objectives: to improve the knowledge and reputation of European dairy products, especially those made from high-quality milk, as products marked by high organoleptic and nutritional quality, tracked and guaranteed in terms of food safety.Target countries: China, South Korea, Libya and New Zealand.Duration: three years.Target groups: (A) Main - consumers: 1. Mothers (25-34 years) with young children (1-5 years), particularly attentive to the nutritional quality and safety of food, with good spending power, medium-high socio-economic class, living in metropolitan areas of the target countries; 2. Food lovers, adults (25-54 years), attentive to issues of wellness, health and cooking, medium-high socio-economic class, living in metropolitan areas of the target countries. (B) Functional - operators: 1. Media: general press, food & beverage, food, wellness, infant nutrition, woman; 2. Trade operators: GDO, normal trade and HO.RE.CA , restaurateurs and chefs; 3. Healthcare workers, especially paediatricians.Both groups will be contacted directly (through in store promotions at point-of-sales and events, including the distribution of information and promotional materials) and indirectly (through website, social media, public relations). Activities to be carried out: electronic channels (website, social media), public relations (press office), in store promotion (in store demonstrations and tastings), events (trade shows, cooking shows, sponsorship events, information days in the maternity wards and paediatric studies), communication tools (promotional videos, educational materials, gadgets).Total budget: 4,197,074.16 euros