RED GOLD FROM EUROPE. EXCELLENCE IN EU PRESERVED TOMATOES.

The growing exports of EU canned tomatoes to China and Japan, indicating an increasingly discerning consumer demand for food quality and safety, represents a significant opportunity for this important sector of the European food industry (30% - over 11,5 million tons - of the worldwide production). The proposal aims to increase visibility as well as sales/market share of European preserved tomatoes (CN code N° 2002) in China and Japan through a cohesive "Enjoy - it's from Europe" campaign building on the success of the previous campaign "RED GOLD FROM EUROPE" - ID 824822. As in the case of the previous programme, the strategy will be appropriately adapted for each target market and target group. B2B and B2C activities will be properly balanced according to the main objectives (increase of awareness and increase of exports) to be reached, each objective having a different weight within the action according to the current target markets' perception of the promoted products. In China (where imports of canned tomatoes in 2020 - last available data - were mainly from Europe - over 10,3 million euros in value and over 13.200 tons in volume) the target groups will be consumers, opinion leaders and specialized Western food importers, hyper/supermarket food buyers and professionals of the HoReCa channel. In Japan (161 million of Euro of canned tomatoes imported in 2020 from Europe - circa 64.2% of the total) the target groups will be consumers (specifically foodies), opinion leaders, distribution professionals and HoReCa channel buyers. Furthermore, the activities have been designed to involve a sizeable number from each of the 3 target groups of both target markets: particular attention has, in fact, been paid both to the balanced mix of field activities (press events, chef contests, trade shows, educational tour, restaurants and P.O.S. promotions), and to the diversified use of online/digital/social/advertising channels (website, social media, TV, print).