Design and implement an information and promotional campaign on food safety, quality assurance and sustainability systems of European grass fed beef and lamb production in China, Hong Kong and Japan

The growing consumption and import demand for beef and sheep meat in Asia, allied with increasingly discerning consumer demand for food quality and safety, creates a significant opportunity for European beef and lamb, offering both manufacturing and higher-end primal cuts.Through a cohesive "Enjoy, it's from Europe" campaign, underpinned by the theme "European Beef & Lamb - Excellence in Food Safety & Sustainability", a series of B2B information and promotional measures targeting key opinion formers will be rolled out across China, Hong Kong and Japan. The objectives are as follows:1) Build awareness and understanding of the EU food safety, quality assurance and sustainability standards of EU beef and lamb amongst our target audience by 60% in order to underpin the successful access and introduction of those products to the Chinese market.2) Building on the assumption of full EU access to the Chinese market, the 'European Beef & Lamb - Excellence in Food Safety & Sustainability' campaign could provide the basis for exports of between 80,000 -100,000 tonnes of EU beef by 2022 with an interim target of 20,000-30,000 tonnes in the period 2017-19.3) In Japan and Hong Kong, the objective will be to increase the propensity to buy EU Beef and Lamb by 80% amongst our target audience. Our target audience covers a broad spectrum of disciplines and includes regulatory authorities, trade associations, importers, retail, food-service, executive chefs and media. Activities will focus on six key areas that will include:- Communications- Digital- Trade Fairs- Knowledge Transfer- Chefs Academy- Trade seminars & study visitsThe budget for the 'European Beef & Lamb - Excellence in Food Safety & Sustainability' campaign is €3.7m. Some €1.56m or 42% of the budget relates to Centralised Actions which are common to all three markets. The remaining budget will be spread across market-specific activities in China €1.39m (37%), Hong Kong €0.35m (9%) and Japan €0.44m (12%).