European Veal: Trust and Tradition brought to Asia

Because of the high saturation level of the European beef and veal market and the inclining volume of imports, increasing EU exports of beef and veal is very important for balancing the (EU beef and veal) market and, as a result, for assuring a viable market price for EU beef and veal farmers. 

This campaign does focus on the export of European veal to the largest beef and veal import market in the world, China, and the 4th largest beef and veal import market in the world, Korea. Both countries have only recently opened their market for European veal but do present interesting opportunities for EU exports. Veal is currently a rather unknown and limited available product on these markets, but a product with large potential as a valuable niche product in a very large market. Also thanks to the advanced position of EU veal in terms of food safety, quality and animal welfare. 

The objective of the campaign is to create stronger awareness of European veal and all its features among all stakeholders in the Chinese and Korean market, Actions foreseen are Chef masterclasses, cooking school training, restaurant promotion, in-store retail promotion, study trips and trade fairs.