Multi campaign
Active
Acronym:
UE VEAL 2026-2028
Number:
101250965
Call ID:
AGRIP-MULTI-2025
coordinator:
ASSOCIATION NATIONALE INTERPROFESSIONNELLE DU BETAIL ET DES VIANDES
-
France
partners:
STICHTING BRANCHEORGANISATIE KALVERSECTOR
-
Netherlands
ASSOCIAZIONE NAZIONALE INDUSTRIA ECOMMERCIO CARNI E BESTIAME
-
Italy
VLAAMS CENTRUM VOOR AGRO- EN VISSERIJMARKETING VZW
-
Belgium
Promotional campaign for European veal in the Belgian, French, and Italian markets 2026-2028
The challenge of this programme is to reposition veal as a meat that takes into account current environmental and societal issues, an essential part of European gastronomy, and adapted to the expectations of consumers aged 25-49 in France and Italy and those under 44 in Belgium.
We plan to combine responsibility, conviviality and pleasure in order to gain interest from this target.
The strategy implemented in the program:
It will be based on 3 key points: INFORMATION, TASTE and EXPERIENCE so that everyone can learn, understand, discover the sector, its commitments, its sustainability approach and appreciate the quality of the product (taste, cooking).
It will allow us to share the values of the veal sector: farm production (sector, circular economy, responsibility), quality (health, benefits, nutrition), heritage (recipes, transgenerational, European), pleasure (taste, recipes, uses).
It will create targeted points of contact, quality supports, by developing encounters that allow for the development of exchanges, the discovery of the sector, all while keeping in mind the issue of efficiency.
The challenge of this programme is to reposition veal as a meat that takes into account current environmental and societal issues, an essential part of European gastronomy, and adapted to the expectations of consumers aged 25-49 in France and Italy and those under 44 in Belgium.
We plan to combine responsibility, conviviality and pleasure in order to gain interest from this target.
The strategy implemented in the program:
It will be based on 3 key points: INFORMATION, TASTE and EXPERIENCE so that everyone can learn, understand, discover the sector, its commitments, its sustainability approach and appreciate the quality of the product (taste, cooking).
It will allow us to share the values of the veal sector: farm production (sector, circular economy, responsibility), quality (health, benefits, nutrition), heritage (recipes, transgenerational, European), pleasure (taste, recipes, uses).
It will create targeted points of contact, quality supports, by developing encounters that allow for the development of exchanges, the discovery of the sector, all while keeping in mind the issue of efficiency.
Product sector:
- Bovine meat (fresh, chilled and frozen)
Target countries:
- Belgium
- France
- Italy
Budget
Total
4 286 781,88
€
EU contribution
3 428 465,51
€
Duration 36
months
Start date
End date