Sustainable Oats from Europe

The Sustainable Oats from Europe - EU OATS program, proposed by Ruokatieto Yhdistys ry (Finnish Food Information Center) and Lantbrukarnas Riksförbund ry (The Federation of Swedish Farmers), aims to promote sustainable European Oats in China, Japan, and South Korea as key markets.

The programs primary goal is to enhance awareness and preference among Asian consumers for European oats, emphasizing their quality, taste, and exceptional production standards. By implementing specific and measurable awareness initiatives, the project seeks to expand the market share of European Oats and foster consumption in the target regions, thereby harmonizing its efforts.

The key messages will focus on emphasizing the high quality and sustainability of European oats grown through environmentally friendly practices and highlighting their nutritional richness, aiming to widen their recognition and trust among professionals and consumers in the targeted markets.

The programme focuses on targeting industry professionals and consumers to boost awareness and convey key messages to highlight the premium quality, sustainable, and nutritional benefits of European oats.

The objectives will be achieved by targeting new B2B audiences in the Asian markets through an B2B communication strategy, complemented by a B2C strategy, that is localised to each market by utilizing market consumption drivers. Events and digital communication will play a key part in the project, bringing more awareness to sustainable EU farming practices, such as precision agriculture, and highlighting the health benefits of oats to key audiences, while promoting sustainably produced European oats.