IT'S TIME FOR EU BEEF

Over the last decade, the meat consumption in Europe has steadily decreased. For this reason, the European beef and veal producers and industry have been forced to look for new markets on which they can place their products. Within this framework, countries such as Singapore, the Philippines or Japan are becoming essential to support the European livestock sector.

The scope of the project is not only to highlight the virtues of the European production model (animal welfare, food security, traceability and sustainability), but to raise awareness of the quality of EU beef and veal products and its distinctive features (tenderness, soft taste…).

As part of the campaign “Time for EU beef”, different activities such as participations in trade exhibitions, seminars for professionals, masterclasses in culinary schools or study trips will be conducted. All of them aimed at boosting the EU beef exports to the three target countries.

Besides, during the 3 years of the campaign, the main messages of the EU as well as the Enjoy it’s from Europe logo will be included in all the communications, thus increasing the visibility of all the EU agrifood products in Japan, the Philippines and Singapore.