European Dairy - where nature meets science

The European Dairy – Where Nature Meets Science campaign will provide a platform to reverse recent declines in EU market share for dairy ingredients and grow exports in line with forecast growth in demand for high valued functional ingredients in China, Singapore and Vietnam.
These markets are amongst the most important and fastest growing dairy markets globally, and the EU dairy sector is particularly well placed to deliver on this opportunity. All three markets are heavily dependent on imports of dairy specialised ingredients as demand for dairy and dairy based products increases based on greater consumer appreciation of their nutritional benefits and the domestic dairy and food industries in the target markets develop and focus on product upgrade. While EU dairy products have built market share in these targeted markets, they are under pressure in the face of international competition from other major dairy exporting regions to sustain market presence.
This €3.2m campaign is focused on generating an increased awareness and understanding at B2B level that EU dairy ingredients are naturally produced to the highest food safety and quality standards with the added advantage of compliance with recognised and verifiable sustainability credentials. Significantly the campaign will highlight at a technical level the EU dairy sectors cutting edge technology in terms of product range and innovation which enables it to meet the requirements for modern dairy based functional foods.
With cost effective structured work packages planned (digital, trade shows, seminars, study visits etc.,) this promotion is focused exclusively on dairy ingredients but will also build on other more general dairy campaigns.
The application sets out SMART objectives for the target markets which are the expected minimum achievable over the course of the three years. Outcomes of the campaign will be shared and provide the platform for continued impact.