European Pork and Poultry - Quality Meat, Happy People

Objective: The program’s objective is to increase the awareness about European pork and poultry products, and sales of pork and poultry products to China.

Target Groups: New clients in retail and food service, both international and local companies, including e-commerce in four major cities in China (Beijing, Shanghai, Zhengzhou, Chongqing), as well as establishing good relations with relevant media and influencers to reach and convince consumers and food professionals.

Action strategy: Participation in major trade fairs that will allow to first capitalize on a strong professional network and then develop awareness and increase sales. Trade visits to Finland will engage retailers, e-retailers and restaurant chefs. The program will educate and train trade professionals in food industry through a series of seminars, targeted demonstrations and digital content to convince Chinese professionals about the features of European and Finnish pork and poultry products. The actions will be supported by providing information and promotional materials on the benefits of EU pork and poultry products. Sales promotions with in-store tastings will allow consumers try the products and endorse them before leveraging e-retail activations. Communication actions will emphasize the benefits of EU pork and poultry products and leveraging key aspects of Finland. Increasing awareness and visibility of EU products among consumers will be based on online and offline promotion and active Key Opinion Leaders collaboration.

Main messages: High-standards of EU production control and regulations as well as the specific features of agricultural production methods in the European Union ensuring quality, taste, safety, traceability and sustainability.

Budget: The global cost of the project, which includes indirect costs (4% of personnel costs), is 3,026,808.4€ for 3 years.