Sustainable European Beef and Lamb - Trusted Tradition, Technical Excellence

The Sustainable European Beef and Lamb– trusted tradition, technical excellence campaign will support the achievement of increased EU market share in China, Hong Kong SAR, Singapore and Japan. These markets have been identified as having particularly high potential in Asia Pacific which is the fastest growing meat market in the world. Furthermore they are characterized by increasing consumer affluence driving meat demand towards high quality products that the EU is well placed to deliver.

With EU market share currently at negligible levels in these fast growing markets this €3.45m campaign will develop increased awareness of the high safety and quality standards of EU beef and sheepmeat as well as their attributes as natural, nutritional and sustainable products. With cost effective structured work packages planned (digital, launch events, trade shows, seminar, study visits, restaurant weeks), this campaign will highlight the specific features of beef and sheepmeat production methods within the EU and the programmes at farm and processing levels which verify the sustainability and quality attributes of EU beef and sheepmeat consistent with EU policy imperatives.

Accordingly the campaign will provide the marketing edge for EU beef and sheepmeat exports to
capitalise on the significant market opportunities and ultimately expand EU share in these important markets. It is also designed to assist ongoing efforts to secure market access for EU sheepmeat to the Chinese market which are expected to come to a conclusion over the period of the campaign.

Building on previous EU promotional work this B2B and B2C campaign has the underlying aim to reinforce Europe’s ambition to be the global reference for sustainable food production and sustainable nutrition. Impacting markets in this manner requires a persistent promotion effort especially having regard to the scale of and competition on the major global market targeted by this campaign.