European poultry – tailor-made craftsmanship and quality assured

This programme proposal deals with a simple programme for information and promotion measures for European poultry in 3 countries in Asia: Japan, Vietnam and Hong Kong. The programme aims at the promotion of frozen chicken parts and offal (CN code 020714), whole chickens (CN code 020712)  and prepared and preserved chicken and turkey (CN code 16023119, 16023219). The objectives of the programme are to stimulate the market share of poultry from Europe / Belgium within the 3 targeted countries and to continue to build up an image for “European poultry – tailor made, modern craftsmanship and quality assured”. This promotion programme wants to be a lever to increase market share and to strengthen the position of Belgium and Europe on the Asian market. The increasing awareness for food safety in Asia creates a rising demand for European food safety standards. Contrary to the falling demand in Europe, there is a surge in demand for proteins and more specifically poultry meat in Asia. To conclude, the Belgian companies, family based SME’s, are big enough to cope the market, but small enough to have a flexible client based approach. The main target group is B2B, importers and wholesalers, and, on a secondary level, retailers and food service. In order to reach this target group, the following activities will be undertaken: participation at trade fairs and events, organisation of B2B meetings and power events, study trip to Europe, website, (online) advertisements and an information campaign. Topics that will be highlighted throughout the campaign are modern craftmanship, tailor made service and thorough quality assurance.