European Dairy, the sustainable choice for Asia

 “European Dairy – The Sustainable Choice for Asia” will support the identification and capitalisation on significant market opportunities for EU dairy products in Japan, Thailand, Vietnam, Malaysia and Philippines. 
The market analysis demonstrates these markets have a growing demand for sustainably produced, high quality, functional, nutritious dairy products driven by increasing affluence within the target markets, combined with a growing regional awareness of the nutritional benefits of dairy products. 
The campaign is focused on generating an increased awareness and understanding that EU dairy is naturally produced to the highest food safety and quality standards with the added advantage of subscribing to recognised and verifiable sustainability credentials, being the cornerstone of the promotion of EU dairy within these markets. 
The campaign will demonstrate the specific features of dairy agricultural production methods within the EU and the benefits of EU produced dairy products. With cost effective structured work programmes planned throughout the three years of the programme, the project will further benefit from the involvement of Bord Bia in dairy sector promotional work within these international markets.
The campaign objectives: 
a) Build and strengthen awareness of Europe’s high standards in production of sustainable, high quality, highly nutritional and functional dairy ingredients as well as the propensity to buy EU products over other regions within all target markets 
b) Increase the sales of EU dairy ingredients in Asia by increasing the annual growth rate of Irish dairy products by a specified percentage point value by the end of the campaign in 2024 compared to the highlighted baseline without the campaign.
The application demonstrates that the campaign will position the EU dairy sector as a trustworthy partner for trade professionals and thus increase trade awareness resulting in an increase in sales of EU dairy ingredients in Asia.