Boosting European Specialty Food Business in the USA

The main objective of the "EUR-B2B-USA" programme is to accelerate business opportunities for European operators on the US market. The business-to-business focused actions aim at strengthening the position of European and French specialty foods on this high-value market, especially via trade shows, retail, importers and foodservice.This 3-year campaign is based on an in-depth analysis of potential business opportunities in the US. The programme is proposed by the French Food and Drink Federation (ANIA), as a concrete answer to needs voiced by the French food companies that it represents (17,647 companies, most of which are SMEs, representing 427,213 jobs). It is also a logical sequel to the currently running EU-funded EUREXPANDCHINA program, which targets China.The action strategy includes a complementary set of activities that are tailored to the targets:Creating face-to-face business opportunities, providing sales support throughout the 3 years of the programme and developing distribution in retail. Trade fairs, buyers' trips to Europe and a road show to meet importers and distributors in different US regions are planned to this end.Intensifying consumer communications in order to improve the awareness of European and French products in all distribution channels. In-store promotions will be implemented to this end.Building a popular and credible image for European products, represented by French products. Public relations activities targeted at professional press, opinion leaders and other influencers are planned to this end.A large scope of over 250 companies will be involved in the activities and brands will be displayed as ambassadors of European food quality standards. The total budget of the proposed program is EUR 2 562 468 and the calculated ROI factor is 118. This programme promises a real impact on European exports and has a true added value in boosting European sales and image on third markets.http://www.ania.net