Plan to promote European Olives in the U.S.A. market 2021-2023

INTERACEITUNA presents an ambitious plan to provide information about and promote table olives in India and Canada, in line with Topic 6 of the Call. The aim of carrying out this plan is to reach the specific objectives set out below, which will make it possible to strengthen the EU’s position as market leader in India’s and Canada´s table olive sector and improve competitiveness.The awareness objectives are:1. Increase the level of knowledge about the benefits of the Union´s agricultural products, in this case, European table olives, and the high standards met by the Union´s production methods.2. Increase the competitiveness and consumption of European olives using a plan of strategic action for both markets in order to improve the visibility outside the European Union. 3. Increase the awareness and recognition of E.U. quality standards in India and Canada using key messages which convey the benefits of European table olives to the consumer.In addition, the business objective (economic impact) is to increase the market share of European olives and consequently give greater relevance to markets in third-party countries with higher growth potential such as India and Canada. To be able to reach these objectives, INTERACEITUNA proposes to carry out a 36-month plan under the claim: 'EUROPE AT YOUR TABLE!’. The campaign will have nationwide reach thanks to digital tools and the expected media response. However, given the size of the countries, the priority geographical areas in India are: Mumbai, New Delhi, Kolkata, Bangalore, Chennai and Hyderabad; and the selected priority areas in Canada are: Ontario, Quebec and British Columbia. The actions which will be carried out are: print, digital, cinema, radio, outdoor, trade fairs, events, press office and agreements with influencers, point of sales, among others.