Promotion of European Currants to South and South East Asia

Promotion of European Currants to South and South East Asia



Objective: increase the competitiveness and consumption of the European Union dried grapes,raise their profile and increase it's market share in South and South East Asia. Both objectives are in full compliance with specific objective 2(b) and (d) of Reg (EU) 1144/2014 and the priorities of 2018 Call for Proposal.

Target group: consumers in South and South East Asia

Action strategy: the promotion of a niche product the European Currant, (black Corinthian currant , organic Corinthian currant and Corinthian Currant Vostizza PDO) a unique rich nutrient natural product. Greek exports to India, Japan, China and Taiwan corresponds (by average the last decade) more than 50% of the total Union exports of dried grapes (81.7% in 2017). The Agricultural Cooperatives Union of Aeghion S.A. is the most important business structure consisted by 26 Cooperatives, representing 6,000 producers and trading abroad more than 90% of the national production of Corinthian currants. A crucial challenge has to be addressed; Union's market share is marginal compared to the value of imports in each market and as a whole (2017 - 0.66% in China, 0.13% in Japan, 0.155% in Taiwan and 1.92% in India - 0.83% in total ) when their combined imports value was 192 Mio euro (2017).  The anticipated direct economic impact of the action is to increase exports to 3.5 Mio euros in 2021 and 1.5% market share. The action will be of both B2B and B2C character having identified the key target groups;trade, multipliers and end users. The action mix includes continuous website and social media, advertising - print (brochures and flyers), online (Adwords Search and Display), communication tools (Publications and promotional videos), events (participation at international trade fairs annually, B2B seminars , study trips to Greece, promotion at POS and other activities (upgrade of visual identity).

Budget: €2,124,575.60 for 3 years