Working with Nature - European Beef and Lamb

"Working with Nature - European Beef & Lamb " is designed to support the realisation of significant market opportunities for EU beef and sheep meat products identified in the top ranked economies of China, Japan, South Korea, and the United States. Detailed analysis demonstrates that these markets have a growing demand for higher quality meat products driven mainly by increasing affluence and a more discerning consumer base. 
 
The campaign envisages beef and sheep meat produced to the highest EU safety and quality standards, with the advantage of recognised and verified sustainability credentials, being the flagship for the promotion of EU beef and sheep meat in these markets. As such the campaign will highlight to targeted influential audiences the specific features of agricultural production methods in the Union and the characteristics of EU agri-food products. Encompassing cost effective structured work programmes spread over three years, the project will benefit from the long-established involvement of Bord Bia in promotional work in international markets. 

The objectives for the ''22 - ''24 campaign set out by market, include increasing awareness of the high standards of EU beef and sheep meat as well as their natural and sustainable quality attributes to
(a) assist ongoing efforts to secure market access and
(b) where market access is already secured to provide a competitive advantage in gaining specified market share consistent with the EU’s production profile for both products.

The application demonstrates that the campaign is fully consistent both with the modern CAP in relying on market measures to support the economic and social wellbeing of the European livestock sector, and with maintaining market balance under the open and assertive EU Trade Policy. It is also aligned with the Farm to Fork strategy in promoting sustainable production and reinforces Europe’s ambition to be the global reference for sustainable food production and consumption.