Information and promotional Campaign for European charcuterie in Vietnam, Thailand and Singapore

Vietnam, Thailand and Singapore are very dynamic markets where exports of European food products are constantly growing. Consumers are curious and maintain a particular affection for European products and culture. The new EU trade agreements with Vietnam and Singapore offer new opportunities. The implementation of the promotion program in these 3 key target countries for the EU will ensure that European charcuterie products, which will be even more attractive in the context of reduced prices, will also benefit from a more positive image. thanks to this communication campaign.

The campaign objectives have been determined directly in line with the goals set out in regulation no. 1144/2014, articles 2 & 3. In fact these objectives aim to consolidate awareness and understanding, among specific target audiences, of European production standards, including European quality labels which provide guarantees of origin and production methods. 

The primary objective is to increase technical knowledge and understanding of EU charcuterie among professionals (European quality standards and signs and production methods), and an understanding of product taste and consumption methods will then follow. A diverse programme of activities will therefore aim to raise awareness among all industry professionals, tailored to existing levels of knowledge and understanding. Activities will include educational seminars, cookery courses, educational leaflets, B2B meetings and tastings.

While it is important for professionals to have a greater knowledge of European charcuterie products to be able to sell them more effectively, it is also important to educate consumers in order to increase demand. Consequently, a number of product promotions will be implemented each year, notably at the point of sale, to culminate in year 3 of the program.