EUropean Organic Products - a safe food choice

The EUr safe food project focuses on the Chinese market. Its general objective is to enhance the competitiveness and consumption of Union organic food, by increasing their awareness and raising their market share in China, a market with a strong demand for safe and healthy food where EU organic products are currently underrepresented. The project is therefore highly relevant for the European organic sector. The general objective aims more specifically to increase awareness of the merits of EU organic products and its high standards in production methods by highlighting the specific features particularly in terms of food safety, traceability, health aspects, respect for the environment and sustainability, and the characteristics of agricultural and food products, particularly in terms of their quality, and diversity with a basket of products’ approach. Increasing awareness will help to increase the exports as health concerns are growing in China which lead Chinese consumers to seek safer and premium food options. The general objective of the program, composed of an informative and an economic objectives, is therefore in line with Articles 2 and 3 of Regulation No 1144/2014 and Topic 3 of the work program for simple programs in third countries.
The objectives will be reached through a mix of different measures targeting trade professionals as a primary target group and as a secondary target group consumers. Planned activities include direct B2B contacts through meetings and workshops, continuous PR activities such as a press workshop and advertorials, promotion online via social media and promotional videos as well as promotion in restaurants and point-of-sale promotion.
The total budget of the measure is 1, 421, 950.40EUR.