Information and promotion programme for European meat in the USA

The programme on European meat, with qualified information and sales objectives (improve EU meat availability to consumers, improve consumer awareness about EU meat, increase EU meat export) addressed to trade professionals (local wholesalers and retailers active in meat trade related sectors) and meat consumers in the USA.

The Programme targeting US market is comprised of activities aimed at consumers and professionals, which can be grouped into 4 groups:
- TV advertising, providing best access to mass consumers.
- Communication tools - publications, media kits, promotional merchandise, aimed to perform reminder function to target audience (professionals and consumers), to increase attractiveness of presented information.
- Actions for professionals include participation at trade fairs, presentation events, B2B meetings, business consultations, aimed to affect perception and reinforce positioning of European meat and meat products, to find new contacts, to present Programmes messages and showcase EU meat and variety of products available.
- Actions aimed at final consumers at retail include tastings, in-store displays and in-store advertising.

The budget is 2.774.835,96 EUR and the Programme would run for three years.