Information provision and promotion measures on the sustainable aspect of rice production in Greece and Spain

The proposed Action is submitted as a continuation of the “EURICE” project, by the Agricultural Business Partnership of Thessaloniki, and by the Managing Board of the PDO Rice of Valencia: Consejo Regulador de la DOP Arroz de Valencia. In Greece, rice is mostly cultivated in the Axios- Loudias-Aliakmonas National Park and in Spain, PDO rice of Valencia is cultivated in the Albufera Natural Park of Valencia, both regions are in Natura 2000 Network. The objective is to raise awareness among the target group by informing them on the merits and values of the sustainable aspect of rice sector. Under these conditions, for the Proposing organizations, the sustainability of the rice production is not only a responsibility but an obligation. And the proposed Action will contribute the most towards achieving this obligation.
The new proposed project will benefit from the continuity and momentum created by the previous campaign while introducing new elements and approaches, aiming to increase its impact and effectiveness through the incorporation of new strategies. The foreseen main EU message of the proposed campaign is to emphasize the sustainable aspects of rice cultivation in Europe and the environmental benefits of consuming European rice. The Action strategy consists of targeting three main groups: opinion leaders, consumers, and professionals in the food industry, to achieve the objectives of the Action. The Action strategy utilizes a comprehensive communication mix that combines both traditional and digital marketing channels for information provision via Brochures, Website, social media, advertorials, Food Ambassadors: videos, seminars, masterclasses, participation in trade fairs, study trips and rice festivals. The communication mix is an integrated approach to reach and engage with the target audiences effectively. By utilizing a variety of channels, the objective of raising awareness among the target audience about the European sustainable rice will be achieved.