Promotion campaign for European pork in China and Hong Kong

Promotion campaign for European pork in China and Hong Kong



Objective: to improve awareness of EU pork (fresh/frozen), toincrease market share and volume in general and also to increase the ratio of higher value products (cuts).

Target group: consumers in China and Hong Kong, the most important third country markets for the export of pork from the EU. Member countries such as Denmark have successfully built exports to these growing markets based on pork production with characteristics from the EU such as quality and food safety. All EU countries will ultimately benefit from an increased export which in general would improve the price situation on the internal market in the EU. Competition is growing, and other exporters such as Canada, Brazil and the US are increasingly targeting the Chinese market.

Action strategy: The programme includes 6 actions: 1) Promotion in retail 2) Promotion in food service 3) Exibitions, 4) Web based communication 5) Workshops 6) Study tours

Budget: € 4,755,087.60 for 3 years