RED GOLD FROM EUROPE - EXCELLENCE OF EU PRESERVED TOMATOES IN THE U.S.A.

RED GOLD FROM EUROPE - EXCELLENCE OF EU PRESERVED TOMATOES IN THE U.S.A.

Objective: The overall growing exports of European preserved tomatoes to the U.S.A. represents a significant opportunity for this important sector of the European food industry in a market that is already its second main destination. Considering that in 2017 European preserved tomatoes imported to the U.S.A. represented 49% in volume and 52% in value of the total imported product, there is indeed an opportunity to consolidate this positive trend by further highlighting the difference in quality, tradition, traceability and safety of the product offered by the European producers as compared to the one of their main competitors and to combat the increasing phenomenon of consumption of “European / Italian sounding” products.

Therefore, by capitalizing on image, quality, safety and traceability, the main objective of the present proposal is to increase the import share of European preserved tomatoes (CN code N° 2002 “tomatoes prepared or preserved otherwise than by vinegar or acetic acid” – EC Regulation 1308/2013) in the U.S.A. thus also bringing overall benefits to those European countries (mainly Spain) that have recently seen a decrease in their export to this very important market. The second objective of the proposal is to raise awareness among professionals in distribution & Ho.Re.Ca., opinion leaders and final consumers of the target market.

The campaign’s strategy will be adapted both to the objectives and to three groups targeted: professionals in distribution / Ho.Re.Ca. (PR, advertising, social media, trade fairs, sponsorship of events); opinion leaders (PR, social media, press events, press tours); consumers (advertising, social media, product placement, restaurant weeks).

Budget: € 2,894,296.80 for 3 years