Red Gold from Europe: Your Organic and Sustainable Choice!

The growing level of imports of European preserved tomatoes in the period 2014-2020 in Denmark (net annual rate of + 3.1%), Germany (+ 3.6%), the Netherlands (+ 3.8%) and Sweden (+ 4.4%) represents a significant opportunity for the European tomato canning industry in 4 markets characterised by a per capita consumption of preserved tomatoes of 6 kg in Germany, 7.1 kg in Sweden, 6.6 kg in Denmark and 8.2 kg in the Netherlands. In this context, it should be noted that, specifically, Denmark is the country in the world with the highest per capita expenditure for organic food products (€344 per capita) followed by Sweden fifth place (€214 per capita), Germany (€144 per capita) and the Netherlands (€71 per capita). As percentage of the total, the demand for organic food products accounts for 12% in Denmark, 9% in Sweden, 5% in Germany and 4% in the Netherlands. Focusing on the main characteristics of the promoted products such as quality, safety, sustainability, versatility as well as on the characteristics of their organic versions, the objective of this proposal consists in increasing both the awareness and the sale of European preserved tomatoes (Codes CN 200210 and 200290) in their organic version in the 4 target markets through a cohesive campaign supported by the claim "Red Gold from Europe: Your Organic and Sustainable Choice!". The campaign strategy will be adapted to the different target markets and groups. B2C and B2B activities will be properly balanced according to the main objectives (increase of awareness and exports) to be reached and will concentrate on opinion leaders, food sector professionals in distribution and the HoReCa channel as well as on consumers (aged 18-64 in Denmark and aged 18-69 in Germany, the Neatherlands and Sweden). Furthermore, the activities have been programmed in order to involve a sizeable number from each target group, through a balanced mix of field activities supported by the diversified use of digital / social channels.