European beef on Asian markets continuation

The main goal of the campaign is to increase export and to promote European beef in two major Asian regions i.e. Japan – which is world’s #3 importer of the frozen beef and Hong Kong. The Programme will be a continuation of the campaign organised in 2022-2024 for the same products and on the same markets. The export increase will be achieved by increased visibility of European beef and by generating interest in Union agri-food products among Asians and big general demand covered now mostly by US, Australia and Brazil. Promotional activities will be focused on the increase of demand on beef from EU and at the same time on enhancing its' competitiveness comparing to beef from other countries. The campaign is aiming to support in long term EU economic stabilization in meat production by guaranteeing the optimal exporting possibilities. This goal might be achieved by diversification of the sales markets for European products with the emphasis on higher export share to the stable third markets such as Japan which is the second biggest trade partner for EU in Asia, and Hong Kong which is the main trade centre in Asia. The Asian markets, especially China and Japan are among EU "Geographic priorities". Japan and Hongkong are countries of huge potential for increasing imports of EU agricultural products. China and Japan make up a large share of world imports of agri-food products, which further underlines their importance as a key destination for promotion actions supporting exports of EU agricultural products. The activities within this program will be an important marketing enhancer for the Economic Partnership Agreement between EU and Japan that has been in force since February 1st, 2019. The most important tools in the project will be events (trade fairs and study tour to Europe), public relations activities and advertising.
The total value of the programme is 1 335 837,80 EUR.