PURE FLOUR FROM EUROPE - BAKING PERFECTION!

The growing increase in exports of European wheat or meslin flour (12.2% annually in the period 2012-2019) in India, even in the presence of a significant production of local wheat or meslin flour, represents a significant opportunity for the European milling industry, also due to the size of the target market and the current consumption levels of flour, which even if not very high (2 kg pro capita) is distributed over a population of 1.3 billion. Furthermore, despite the fact that 96.5% of Indian consumers still purchase unpackaged flour, the market for “packaged” flour, including European flour, is very receptive and is growing significantly (annual compound growth rate equal to 19%) also thanks to a growing attention to food safety. 
Therefore, by capitalizing on image, quality, safety, traceability, sustainability and uniqueness, the proposal aims to increase visibility and awareness as well as sales of European wheat or meslin flour (CN code N° 1101 – EC Regulation 1308/2013) in India through a cohesive “Enjoy - it’s from Europe” campaign, underpinned by the theme “Pure Flour from Europe – Baking Perfection!”.
The campaign’s strategy will be adapted to the different target groups.  B2C and B2B activities will be properly mixed and balanced according to the main objectives (increase of awareness and increase of exports) to be reached in the target market and will concentrate on opinion leaders, professionals in distribution and the Ho.Re.Ca. channel as well as consumers (millennials and generation X in particular).  Furthermore, the activities have been programmed in order to involve a sizeable number  from each of the three target groups: as well as the field activities particular attention has been paid to the diversified use of online and social channels (websites, social media and pairing sessions, bloggers / journalists outreach programme, chef online contests).