INFORMATION AND PROMOTION CAMPAIGN FOR EUROPEAN CHARCUTERIE ON THE CANADIAN MARKET

INFORMATION AND PROMOTION CAMPAIGN FOR EUROPEAN CHARCUTERIE ON THE CANADIAN MARKET



Objective: The deli meat market in Canada is still widely dominated by the US (90% market share in 2017). However, the signing and the coming into effect of the CETA treaty in 2017 offers new advantages to European producers wishing to enter the Canadian market. In this transitional moment, the programme will constitute an ideal occasion to capitalize on the opportunities offered by the context and reinforce European presence on the Canadian deli meat market. In accordance with this general goal, precise objectives have been fixed: an increase of market share for EU charcuterie products by 1% by 2021, as well as increase general awareness of European products amongst trade professionals by 25%.

Target group: primary trade professionals (importers and retailers), with a secondary focus on consumers.

Action strategy: participation to trade fair, a strong media presence through several channels, and store promotions.

Budget: € 601,116.00 for 3 years