A multi country programme on cheeses of Europe in third countries, coordinated by EMF, implemented by AMA-Marketing (Austria) and CNIEL (France)

This multi-programme on European Cheese implemented in the third market is coordinated by the EMF (European Milk Forum) with CNIEL (France) and AMA (Austria). It will target the following markets: USA, Canada, India, Singapore, Vietnam and Thailand, all of them showing varied yet significant potential. Through communication and promotion activities, the action objective is to enhance the competitiveness of the Union agricultural sector, in particular aiming at boosting the competitiveness of the European dairy sector, by supporting the markets and the consumption of European cheeses compared with local production and other imported cheeses. This action has two specific objectives : 1 - Increase the level of awareness of consumers (foodies) on the values of the European cheeses; 2 - Raise and support the European cheeses exports and market share in these countries. To that end, the Action seeks to primarily reach trade professionals and associated key opinion leaders, followed by the media and influencers, and finally the gourmet consumers and foodies. The Action is clearly defined as European, it offers a strong added value and wants to secure continuous European agricultural land use and agricultural employment. The Action relies on the image of European cheeses as a recognized product of high quality, taste and tradition. The approach followed in each activity is based on a tasting experience, with pedagogical and informative elements, in order to educate the trade target and to build interest and loyalty for the influencers and foodies. Thanks to this Action, European cheeses producers will raise awareness to the merit of the Union agricultural products. They will also increase the competitiveness of their products and their market shares in the third countries.