EU Organic Beef Lamb

The “EU Organic Beef & Lamb” campaign aims to develop increased awareness and understanding at trade level of the quality (taste), environmental, sustainability, animal welfare attributes of EU organic beef and sheepmeat.

This application is fully in accord with the EU Third Action Plan for Organic Farming the main objective of which is to achieve 25% of the EU agricultural land grown organically by 2030. One of the key axes of the Action Plan is boosting consumer demand for organic products.
The application takes account of the fact that permanent grassland represents 40% of the EU’s total organic agricultural land. Maintaining and developing the markets for certified organic beef and sheepmeat is clearly therefore of importance in contributing to the achievement of the targeted increase in organic agricultural land. The campaign will also add towards meeting the overall objective of positioning EU food systems as the global reference for sustainability.

The implementation of this promotional campaign is essential to help counter the downward pressure on demand for organic food as a result of current economic difficulties.

The €2.2m campaign focuses on Germany, Belgium, Austria and Sweden. The successful execution of this B2B campaign will (1) underpin and boost market demand for EU and Irish certified organic beef and sheepmeat in the face of the current challenging economic context (2) thereby further develop livestock producer interest in transitioning to organic production methods as well as (3) helping diminish leakage from organic to conventional production which occurs due in part to supply chain challenges in the case of both cattle and sheep.

The application sets out SMART objectives for the target markets which are the expected minimum achievable over the course of the three years. It also shows how this B2B campaign is complementary to other promotion campaigns mostly focused on consumers and other certified organic products.