INFORMATIONAL PROGRAM ON THE LAMB MEAT IN TARGETED MARKETS GREECE, ITALY AND SPAIN

The proposed action is carried out under the slogan “Meet the Lamb”. The Action is submitted by the Greek National Interprofessional Meat Organisation (EDOK) and has the following objectives:- To inform the target groups about the European Lamb’s quality and its value (traceability, production guarantees, animals welfare, extensive breeding, natural feeding), thus increasing awareness.- To increase the consumption of European Lamb in the targeted markets, through including the product in the consumers' preferences.The selected markets of the action are Greece, Italy and Spain.To achieve the two objectives, and having identified the challenges the sector must address, the proposed strategy unfolds around two basic pillars that are entwining and influencing one another.1. Reverse the seasonality of the consumption of lamb, by essentially affecting its demand and offer simultaneously.2. Reverse the image of a traditional type of meat and associated cooking methods, by proposing new types of cuts, more appropriate to the consumption of today.The action is targeting both professionals and consumers, with activities tailor-made to the needs of each group and the specificities of each market, through both informational and promotional activities.The action has duration of 3 years with a budget of €3,200,264