RED GOLD FROM EUROPE. EXCELLENCE IN EU PRESERVED TOMATOES.

The growing exports of EU canned tomatoes to Saudi Arabia (+5,58%), Bahrain (+12,2%) and Qatar (+9,45%), indicating an increasingly discerning consumer demand for food quality and safety, represent a significant opportunity for this important sector of the European food industry (23% - over 10.1 million tons - of worldwide production). The proposal aims to increase visibility and awareness as well as sales / market share of EU preserved tomatoes (CN code N° 2002 – EC Regulation 1308/2013) in Saudi Arabia, Bahrein and Qatar through a cohesive “Enjoy - it’s from Europe” campaign, which can expand the other ongoing campaigns in third countries (Japan - China) and in the internal market (Denmark, Germany, Netherlands, Sweden), also named “Red Gold from Europe". The campaign’s strategy will be adapted to the 3 target markets and target groups. B2C and B2B activities will be properly mixed according to the main objectives (increase of awareness and of exports / market share) to be reached, each objective having a different weight according to the current target markets’ perception and awareness of the promoted products. In Saudi Arabia (where imports of canned tomatoes in 2022 – last available data – were 29.2% from Europe – over 133.2 million euros in value and over 111,635 tons in volume), Bahrain (where imports in 2023 – last available data – were 17.1% from Europe – over 11.44 million euros in value and over 8,235 tons in volume) and Qatar (where imports in 2022 – last available data – were 40.5% from Europe – over 7,9 million euros in value and over 6,741 tons in volume) the target groups will be consumers (specifically middle-high income groups), opinion leaders, Western food importers, supermarket imported food buyers and professionals of the Ho.Re.Ca. channel). The balanced mix of field activities supported by the diversified use of online / digital / social channels has been programmed with the aim to involve a sizeable number from each of the 3 target groups.