European Pork and Poultry - Excellence in Quality Assurance and Food Safety

Identifying and developing export markets for European pigmeat and poultry is vital to maintaining and growing the overall sector, improving the products’ image in export markets and assuring a viable return for European pigmeat and poultry primary producers. This is against a backdrop where both sectors are facing greater uncertainty from animal diseases, trade negotiations (e.g. Brexit) and increased supply from International competitors. This makes maintaining, growing and expanding European pigmeat and poultry reach across third country markets of the utmost importance to underpinning some of the most important sectors of the EU agricultural economy. 

Through a cohesive "Enjoy it's from Europe" campaign, underpinned by the theme "European Pigmeat & Poultry - Excellence in Quality Assurance & Food Safety " a series of B-2-B and B-2-C information and promotional measures targeting key opinion formers will be rolled out across China and Mexico.

The objectives are as follows: 

1. Build awareness, appreciation and propensity to purchase EU pork and poultry across the two markets amongst the target audience by 15%

2. Increase European pigmeat exports across both markets from 1.45 million tonnes to 1.936 million tonnes

3. On the assumption of increased EU access for poultry meat into the Chinese market, the campaign could provide the basis for exports going from 15,000 tonnes to 25,875 tonnes by 2022.

The activities will focus on 7 key areas to include: Digital & Social Media, Communications, Trade Shows, Trade Seminars, Cooking Demonstrations & VIP Events, Inward Study Visits and Knowledge Transfer.