POULTRY WITH EUROPEAN PASSPORT

“Poultry with European Passport” is an information and education program focused on development of export of the quality European poultry, produced according to strict European production regulations and national laws, to third countries, which are crucial for European export development within next several years.
The markets indicated as targets for the Programme are China with Hong-Kong and Japan. Both represent the high potential for quality and safety food coming from Europe, because of large size, high level of demands regarding quality and safety, premium image of European food products, rising wellness of Chinese society and richness of Japanese and Hong-Kong citizens. The increasing gap between local poultry supply and growing demand in these markets can be naturally satisfied by rising poultry production surplus in Europe. Especially that Asia is a kind of complementary market for Europe, highly appreciating elements with bones, while Europe is the market for boneless fillets.
The program aims at increase in the awareness of the values of poultry meat from Europe, which will result in growth in demand for high-quality poultry meat coming to Asia “with a European passport”.
The leading target audiences in all markets are defined as:
- poultry meat distributors and processors.
- local administration and opinion leaders.
The key message of the action as well as communication strategy focuses on presenting strengths of European poultry sector as a guarantee of safety and quality of supplies. The name of the campaign “Poultry with European Passport” strengthened by the logo “Enjoy! It’s from Europe” and supported by professional messages related to safety and quality of European poultry will guarantee the proper EU dimension of the action.
The program is focused on B2B activities, mainly during or around the selected fairs at target markets, as well as economic missions to Poland. The communication is supported by media and PR activities.