EU FREE GRAZING DAIRY - Because grassland matters

EU FREE GRAZING DAIRY - Because grassland matters



Objective: to promote cheese produced in Europe, namely in Azores, a European outermost region, in Canada. The main reason for this approach is the opportunity that the new EU-Canada Trade Agreement represents for European cheese producers in the Canadian market.

Action strategy: The strategy for this action is based on the definition of a campaign to disseminate and promote European cheese from pasture milks produced in the outermost region of the Azores for a single target market: Canada.

Dairy production is based on a free grazing system, with small farms and traditional methods to handle livestock, that allows the island to preserve its beautiful landscape, combining the animal well-fare and environmental European concerns with the strictest rules of food safety and quality.

The initiatives defined in the action are divided into eight work packages, with various activities, which were adapted to the product (cheese) and the country (Canada) considered in the action.

All activities to be undertaken are aimed at the promotion of cheese from European origin and pasture milk, specifically the Azores, and focusing on some PDO landmarks as the cheese of São Jorge or São Miguel. The promotion strategy is based on the organoleptic characteristics of the cheese - intense flavor, pasture milk - and the quality and food safety reference given by European origin. It includes Canadian media visits to the natural habitat of FREE GRAZING DAIRY, to help increase consumers awareness for European Cheese.

Budget: € 994,634.00 for 3 years