Collective informational and promotional campaign for P.G.I. jambon de Bayonne in the United States of America in 2017, 2018 and 2019.

This Action is aimed at promoting awareness and information in the USA about the Jambon de Bayonne, dry cured ham made in the Adour Basin (including the Basque region). It is led by the Bayonne Ham Consortium, which is the Management and Defence Group of the Protected Geographical Indication (PGI) Jambon de Bayonne.The main objective of the proposed Action is to increase awareness of the availability of PGI Jambon de Bayonne in the USA (a new export market for this product) and to establish a positive reputation of this product among US trade professionals. This will be achieved by showcasing Jambon de Bayonne as an example of PGI guarantees of quality available from EU products, and by increasing its market share in the USA.Working in tandem with PGI Jambon de Bayonne producers and their importers in the USA, the campaign will have a strong focus on distributors, retailers and restaurants, while the distribution is building, targeting select consumers in the third year once it has taken a hold.The main activities foreseen by this three-year action include: trade and distributor events, in store tastings, trips to region of origin, image-building efforts (public relations, social media, advertising) and the creation of visuals and promotional material. The gigantic size of the US territory naturally requires a focused geographical approach. Thus, the action will focus, firstly, on two major centres of potential consumption (the North East and the West Coast), with evolutions to secondary markets with opportunities like Chicago, Florida and Texas.The expected results are to increase awareness of the product from non-existent to 25% of the targeted trade, and to raise exports up to 130,000 Bayonne hams exported per year (+300% from current estimated growth potential) in this launching phase.The total budget of this campaign is 1,147,500 Euros. This budget will be increasingly distributed throughout the three years of the programme as follows:305,000 Euros in 2017393,000 Euros in 2018449,000 Euros in 2019