Promotion of EU-quality policies with focus on dairy products within the EU-quality schemes

AMA-Marketing is legally obligated to promote agricultural marketing with the objective of drawing the public’s attention to the quality, freshness and value of food produce. The proposal relates to a simple programme for the internal market in the category “information and promotion programmes on dairy products” with special attention given to dairy products within the European Union quality schemes.The aim is to enhance the awareness and recognition of European Union quality schemes, to encourage discourse on the merits of agricultural products from the European Union and to increase appreciation of agricultural produce, especially for produce of a high quality and those which are produced in a sustainable way, under specific constraints in the outermost regions (e.g. mountain cheese).The measurements taken are aimed at people who are interested in food, especially quality food, but also at people who are prepared to learn more about their responsibility as a consumer, about agriculture and food production, as well as the excellence of the high standards applicable to the production methods in the European Union.Education and information sharing will therefore be the nucleus of the project. To address the target groups, most of the communication will be done via opinion leaders offline and online and at the point of sale. Continuous market research and feedback loops will be conducted throughout the duration of the project in order to monitor the progress of opinion formation.