INFORMATION AND PROMOTION CAMPAIGN FOR MARENNES OLERON OYSTERS PGI, CHABLIS WINE PDO AND CHARENTES-POITOU BUTTER PDO ON THE CHINESE AND TAIWANESE MARKETS

This programme aims to increase awareness of European quality labels PDO-PGI (Protected Denomination of Origin & Protected Geographical Indication) in mainland China and Taiwan, focusing on three complementary ‘star’ products: Marennes Oléron oysters PGI, Chablis wines PDO and Charentes-Poitou butter PDO. Imported oysters, wine and butter and their native consumption pattern are increasingly being adopted by local consumers. This is evidenced by the growing trend on importations, the distribution channels which count a surging number of on-trade points such as oyster bars hich are promoting new consumption pattern, speciically the raw oyster tasting. While oyster, still wine and butter consumption have a long history in Mainland China and Taiwan, importations are on the rise as sanitary crises occurs. European and French products still benefit from a largely positive image which serves as a stepping stone for European quality label.  The main objectives of the proposed action are to increase awareness on Marennes Oléron oysters PGI, Chablis wines PDO and Charentes-Poitou butter PDO, while raising their exports to China and Taiwan, with actions targeting mainly trade operators, on-trade retailers, and foodies KOLs. The main BtoB and BtoC activities foreseen by this 3-year action include: social media, communication tools, stand at trade fairs, workshops/seminars, ambassador trips, tasting days and food service promotion. The expected results are an increase of export for all three products by increasing awareness of European oyster, still wine and butter by 15% (both KOLs and consumers) for mainland China and by 20% (KOLs) and 25% (consumers) for Taiwan after the 3 years.