INFORMATION AND COMMUNICATION PROGRAMME FOR EUROPEAN DAIRY PRODUCTS ON THE INTERNAL MARKET AS PART OF THE EUROPEAN COMMISSION WHITE PAPER

This programme is part of a European approach to prevent excess weight and obesity, on the basis of a European Commission White Paper: European Commission White Paper on Nutrition, Overweight- and Obesity-related health issues (COM (2007) 279 final). This simple programme also falls within the general objective to improve consumer knowledge about milk and dairy products (produced in Europe) and raise general awareness about the merits of EU agricultural products and the high standards which apply to European Union production. 
This action will be implemented by CNIEL between 2021 and 2023, with the specific objectives consisting in (i) improving the knowledge of the effects of sedentariness as one of the risk factors of obesity with our targets, (ii) improving the image and knowledge that healthcare professionals and consumers have about dairy products, and (iii) maintaining the sales of milk and dairy products in France.
The French dairy industry, subject to the same trends experienced by the European industry, is threatened by unstable exports and declining domestic consumption. However, european dairy products play a central role in a balanced diet and a healthy lifestyle limiting physical inactivity. The activities that will be carried out under this programme will thus convey a strong European message in favor of the benefits of dairy product consumption whilst promoting a healthy and balanced diet combined with physical exercise as part of a priority European public health project: the fight against obesity. Two specific target-groups will be reached: The consumers (millenials 18/35 y.o and young seniors 50-65 y.o) and the healthcare profesionnals; via various communication means focusing on a powerful influence strategy using the channels most used by these targets. This programme has real added-value for the European Union because it fully embraces its ambitions and is a real support for the European dairy industry.
Total budget : 2 638 430,26€ for 3 years