Information programme for EU organic production method in China and South Korea

The Programme aims to improve awareness on EU organic production method in third-country markets for China and South Korea. It targets to improve identification of and trust in EU organic labelling through increasing recognition of EU organic logo and increasing awareness on EU organic labelling rules, control system and value-added of EU organic production method.The strategy for achieving the objectives is twofold: firstly, it aims to achieve consumer confidence in EU organic scheme and logo (mainly via Internet banners, press) and to spur development of actual buying preferences (actions in retail). Secondly, it aims to ease access to distribution networks for European exporters of organic products, mainly by fostering business relationships and consequently trust with traders.The Programme targets narrow geographical areas with the highest concentration of potential consumers (upper middle class) – Shanghai and Beijing in China and Seoul in South Korea. Establishment in these markets will provide a solid foundation to EU exporters for further expansion in China’s and South Korea’s markets.Target groups: final consumers and professionalsThe Programme is a set of coherent activities, which are bound to generate over 726 million contacts in the targeted markets over 3 years. Electronic means (Internet banners and webpage), advertising and articles in press are planned with the goal to widen the reach of online community and are mainly aimed at generating awareness. Activities in the retail stores (presentations, information displays and advertising) allow close contact with consumers and are equally important in raising awareness about Programme themes. Trade visits allow direct communication with partners in trade. This will provide better opportunity to establish long-term partnership and facilitate penetration to all levels of distribution chain.