Information Provision and Promotion Measures in favor of EU cheeses in the United States of America

The ultimate objective of this effort is to increase the market share of Union cheeses in the United States, a country with a high growth potential for EU specialty cheeses. To achieve this, the action objectives are twofold: 1. Increase awareness of our products and deliver our message amongst our targeted foodies 2. A measurable increase in exports of European cheeses to the United States. Increasing awareness of the EU products of quality will not only increase awareness of the diversity and authenticity of protected appellations and geographic indications, but will also reinforce the message associated with the specific EU production methods for products of quality, including animal welfare, environmental protection, sustainability and traceability. Accordingly, increasing exports of EU cheeses to the United States will also increase market share and the competitiveness of the EU agricultural sector and boost employment. To reach these specific goals, we will primarily target foodies and food adventurers (particularly millennials) with a high income, estimated at 29 million individuals living in metropolitan areas. The secondary target groups are journalists/bloggers, key influencers, importers/distributors/trade stakeholders and chefs addressed via influencer events, online advertising, a smartphone app and event sponsorship (US Open). By directing all efforts and media to the 29M U.S. foodies most interested in our key messages, and to those who directly influence our foodies (journalists, food bloggers, chefs, etc.), targeted consumers will interact with our content 7.5 times per year, which will produce a measurable boost of awareness. We can therefore assume that the campaign will increase the cheese exports by approximately 5 800 tonnes annually. Thus, for an investment of an information provision and promotion measure concerning EU cheese of EUR 6.12 million over 3 years, we can expect an increase of EUR 112 million in EU cheese exports to the USA.