Promotion Action of the Carcase Meat of the Hungarian Grey Cattle in Saudi Arabia, Kuwait and Switzerland

The overall objective of the project is to enhance the competitiveness of the quality beef products of the Hungarian Grey Cattle as an EU agricultural product, via an information and promotion campaign in Saudi Arabia, Kuwait and Switzerland. Hungarian Grey Cattle is an old traditional breed kept free range in the Carpathian Basin, in a environmentally as well as economically sustainable method with considerations to gene and breed conservation.The promotion campaign aims at achieving the following goals: 1. increasing the consumption of the premium quality carcase meat of the purebred Hungarian Grey Cattle in the targeted countries - the main goal of the project is to increase the market share of the members of the Hungarian Grey Cattle Breeders Association; 2. increasing the export share of the EU agricultural products in Saudi Arabia, Kuwait and Switzerland; 3. increasing brand awareness of Hungarian Grey Cattle meat – as premium quality organic meat from a free range cattle in the Carpathian Basin. The brand, 'Hungarian Grey Cattle Meat' is only given to those producers who are members of the Hungarian Grey Cattle Breeders Association and fulfil the strict criteria set to ensure the unique quality and taste of these beef products. The project owner is the Hungarian Grey Cattle Breeders Association, which represents more than 68% of volume and value of the Hungarian Grey Cattle. The main activities of the project are achieving the elaborated communication strategy of the Association, applying promotion and marketing tools, attending events in the targeted countries (exhibitions, tasting days, trade fairs, food shows), developing the design of the Hungarian-Grey Cattle carcase meat as a distinguishable product, and networking activities. Local folk culture associated with the Hungarian Grey Cattle and the traditional husbandry technologies will be promoted as well, with a total budget of the project of EUR  300  000 in two years.