Information Provision an Promotion Measures in favor of EU Cheeses in Colombia and Mexico

The ultimate objective of this effort is to increase the market share of EU cheeses in Colombia and Mexico, which have a high-growth potential. To achieve this, the Action objectives are twofold. Firstly, to increase awareness of the product and the message amongst targeted food lover. Secondly, to achieve a measurable increase in exports of EU cheeses to the two countries. To reach this specific audience, the programme primarily targets high-income food lovers, estimated at 6.2 million individuals, as well as journalists/bloggers, influencers and traders. Strategies will be tailored and each will be reached through different activities.Objective 1: Raise awareness of EU products. All efforts and media will target the 6.2 million Food Lovers who are most interested in the key messages and those who directly influence them (journalists, bloggers, chefs etc.). This way, they will interact with the content 3 to 4 times per year, which will produce a measurable lift in awareness.From this increase in awareness and likeability, a direct increase in consumption of EU cheeses and an increase in exports from the EU will be noticed. By getting more food lovers to buy specialty cheeses instead of other imported or local products the programme will create tangible benefits for EU cheese producers.Objective 2: Raise the competitiveness, market share and consumption of EU products. With this action, a 0.9% increase in market share over the next three years is expected. The increase in awareness, outlined in Objective 1, will result in an increase in consumption of EU cheeses and, therefore, an increase of dairy exports from the EU to Colombia and Mexico, which as of 2015 represented 0.5% and 1% of all EU Dairy Exports. By increasing market share by 1% to 2% of these growing markets, this Action can generate an additional €18 million in EU exports. The total budget for the proposed three-year Action is €4.53 million.