NATURE'S PEARLS - LEGUMES FROM EUROPE

The growing level of exports of preserved legumes in the two target markets, namely Australia and the United Arab Emirates, equal to a compound annual growth rate of 8.28% and 2.64% respectively, represents a significant opportunity for the European canning industry. Indeed, Australia and the United Arab Emirates are respectively the first and third country for exports of canned European legumes.  Australia imported canned legumes for a value of EUR 49.9 million in 2019 of which 39.2% from the European Union. The United Arab Emirates imported canned legumes for a value of EUR 11.8 million of which 82.7% from the European Union. Supported by the association of the promoted products with internationally-recognised cuisine and European production standards, which guarantee the safety, quality and traceability of the products, as well as by their health properties and association with ethical responsibility, the proposal aims to increase visibility and awareness as well as sales of European preserved legumes (CN codes N° 200540 – 200551 - 200559 – EC Regulation 1308/2013) in the two target markets through a cohesive “Enjoy - it’s from Europe” campaign, underpinned by the theme “Nature’s Pearls – Legumes from Europe”.The campaign’s strategy will be adapted to the different target groups.  B2C and B2B activities will be properly mixed and balanced according to the main objectives (increase of awareness and increase of exports) to be reached in the target markets and will concentrate on opinion leaders, professionals in distribution and the Ho.Re.Ca. channel as well as on consumers (millennials, generation X and baby boomers aged 25/64 in Australia – locals and expats aged 25/54 in the UAE). Furthermore, the activities have been programmed in order to involve a sizeable number from each of the three target groups: as well as the field activities particular attention has been paid to the diversified use of online and social channels.