Simple campaign
Active
Acronym:
JP_AWAKEIBERICOSENSE
Number:
101138977
Call ID:
AGRIP-SIMPLE-2023
coordinator:
Asociación Interprofesional del Cerdo Ibérico (ASICI)
-
Spain
ASICI is seeking to continue its work in Asia, specifically in Japan, through a new market-opening project for 3 years. The Iberian Ham is one of the most sustainable and environmentally friendly food products, produced by a European native breed in a unique ecosystem in the world and unique in Europe, known as the Dehesa. It has become a showcase for green and circular economy, generating life in environments at risk of depopulation and contributing to reducing the carbon footprint by being a source of CO2 absorption.
The artisanal products, like the Iberian Ham, are a product linked to gastronomy, our culture and traditions that do not go unnoticed among chefs and consumers. Those who try it recognize the value of origin, tradition and know-how.
All these attributes present an opportunity in Japan, especially considering the high lack of knowledge of the product in this market and the great opportunity provided by the free trade agreement signed with Europe JEFTA (2019).
The focus of this program will be based on the sustainability of the Iberian pig sector, without forgetting the nutritional, gastronomic, historical, and cultural aspects of the product. The message we will promote is "Discover the passion of Europe, awaken the Iberian sense" through innovative experiences and disruptive and differential activities, perfectly synergized to act on two targets, B2B and B2C, as well as the media, which will allow opening the market, increasing European exports and product attributes linked to sustainability and increasing recognition of the European origin.
As for B2B, it will seek to reach importers, distributors, chefs, and sector professionals. It aims to reach 89.477.792 impacts. All this with a cost-effectiveness of 37 impacts for every euro invested and yielding an ROI of 3,21%. The final goal is to increase European exports and increase awareness of the product attributes linked to sustainability and recognition of European origin.
The artisanal products, like the Iberian Ham, are a product linked to gastronomy, our culture and traditions that do not go unnoticed among chefs and consumers. Those who try it recognize the value of origin, tradition and know-how.
All these attributes present an opportunity in Japan, especially considering the high lack of knowledge of the product in this market and the great opportunity provided by the free trade agreement signed with Europe JEFTA (2019).
The focus of this program will be based on the sustainability of the Iberian pig sector, without forgetting the nutritional, gastronomic, historical, and cultural aspects of the product. The message we will promote is "Discover the passion of Europe, awaken the Iberian sense" through innovative experiences and disruptive and differential activities, perfectly synergized to act on two targets, B2B and B2C, as well as the media, which will allow opening the market, increasing European exports and product attributes linked to sustainability and increasing recognition of the European origin.
As for B2B, it will seek to reach importers, distributors, chefs, and sector professionals. It aims to reach 89.477.792 impacts. All this with a cost-effectiveness of 37 impacts for every euro invested and yielding an ROI of 3,21%. The final goal is to increase European exports and increase awareness of the product attributes linked to sustainability and recognition of European origin.
Product sector:
- Meat preparations
Target country:
- Japan
Budget
Total
2 688 994
€
EU contribution
2 151 195,20
€
Duration 36
months
Start date
End date