PROGRAMME FOR PROMOTING EUROPEAN BEEF IN THE ALGERIAN AND ISRAELI MARKETS

In Europe, while production has increased (due to the milk crisis of 2015 and the end of milk quotas, which led to the slaughtering of dairy cows), beef consumption has been dropping for several years, because of changing habits regarding meat consumption in Europe's population.However, the global context for beef exports is favourable. Between 2014 and 2015, global imports of beef on the bone rose by 22%, with a notable rise in flows to the Middle East, North Africa and South-east Asia. Third countries are very often not self-sufficient in beef, while their local consumption is growing. Today, the beef export market is dominated by South America, the USA, Australia, and, for low-cost meat, India. Meanwhile, Europe exports very little beef beyond its borders: 96% of its outlets lie within Europe.In this context, not to the detriment of the EU domestic market but in favour of exports to third countries, Europe needs to find new outlets in different countries. For these reasons, Interbev is applying for co-financing from Europe of EUR 1.99 million over three years to roll out a beef promotion programme to third countries.To target the most promising countries, Interbev's external trade commission has based its approach on the production and consumption of beef in third country markets, on potential outlets and on the ease of access to markets in terms of health certification and physical proximity.It has been observed that due to their ever-rising beef consumption, demands not covered by local production, an attempt to diversify their supplies and their geographical proximity to Europe, the Algerian and Israeli markets now represent key potential outlets for the European beef market. These are the countries chosen for this co-financing request.As this project is designed to increase awareness, boost the image of European beef and to develop export volumes, it will reach a large part of the B2B target and promote a high-quality image of European beef among the general public.