Pork, elevated to art – by the European pork masters

This programme concerns an information and promotion programme for pork in China (incl. Hong Kong SAR), South Korea and the Philippines.
Pork is one of Europe’s most important agricultural export products but producers faced difficult times following the loss of several markets due to the presence of ASF in Europe. The outbreak of ASF in several European countries has severely impacted export to third countries. In Belgium, an outbreak of ASF occurred in Sept. 2018. As a result, trade bans were imposed by a number of 3rd countries, including China, Philippines and South Korea. Belgium regained its ASF free status Oct. 1st, 2020. Since then, lost markets needed to be reopened, which has proven to be a lengthy process. The process of restoring relationships with importers is ongoing.
The main objective of this programme is to increase awareness about the qualities of European pork among the B2B target group in the target markets and as a result enhance competitiveness of European pork allowing its market share to increase in terms of volume and value. A communication campaign both on- and offline in the target countries aims to enhance awareness and inform the target group of the activities within the programme. Fairs and B2B meetings are the main tools to approach the target group more directly and to bring European pork exporters in contact with them. This target group consists mainly in importers, wholesalers, processors and retail. Through a communication campaign and activities among a B2b target group, with a European message of food safety, quality, traceability and service level, we are convinced that we can establish a presence in China and consolidate and reinforce our presence in South Korea and the Philippines. This programme aims to contribute to the climate and environmental ambition of the Common Agricultural Policy (CAP), The Green Deal and, most importantly, the Farm to Fork Strategy through the several efforts made by the meat sector in Belgium.