Informations- und Absatzförderungskampagne für Rindfleisch aus Bayern, g.g.A.

The BayRiFle programme proposal relates to providing information on sales promotion of Bavarian beef PGI to end users, business clients, and disseminators. The applicant organisation is the Erzeugergemeinschaft Südostbayern eG, a representative and recognized cooperative of 8,639 agricultural farms. The members produce a large part of their beef according to the Quality Scheme Bavarian beef PGI. Only around 5,4% of the beef produced according to this quality scheme can be placed on the market as PGI beef.The measures presented will contribute to significantly improving the knowledge as well as the appreciation of Bavarian beef produced according to PGI criteria in the main target groups. As a result, the target groups of B2B, B2C and disseminators are addressed in Germany in the context of complex and targeted marketing measures. In the target markets of France and Italy, the marketing measures focus primarily on specialist and in-house trade fairs as well as promotions in the upper gastronomy sector. The aim of the programme proposal is to significantly improve the image and the knowledge about Bavarian beef PGI in all addressed target groups and to anchor them firmly, resulting in an increased demand from trade and consumers. Another objective is to nearly double the current sales volume of the EG Südostbayern until the end of the campaign. This will lead to an increase in the current livestock share of those members of the EG Südostbayern who produce according to the Bavarian beef PGI criteria.Ultimately, the above measures will result in an improvement of the income situation of rural agriculture in Bavaria, with a positive impact on the region, whereas it can also result in fewer farm closures. In total, the presented measures will reach a target audience of more than 32.7 million contacts. In addition, all producers of Bavarian beef PGI and downstream sectors will also benefit. The programme will resonate beyond the target regions and generate positive synergy for other EU cattle farmers and PGI producers.