Expanding the niche market of European Agri-food products in China

The main objective of the EUREXPANDCHINA programme is to increase the visibility, sales and general awareness of European and French food products in China. The action aims at widening the range of European and French products available via different Chinese distribution channels, especially via retail and food service markets.This two-year campaign is based on an in-depth analysis of potential business opportunities in China. The programme is proposed by the French Food and Drink Federation (ANIA), as a concrete answer to the needs voiced by the French food companies which it represents (16 000 companies, most of which are SMEs, representing 440 000 jobs). These companies are currently facing the challenge of finding new growth opportunities in third country markets.The strategy adopted for this B2B-focused action is to implement complementary activities that are adapted for the different targets, as follows:- Creating face-to-face exchange opportunities for a large range of trade professionals and products, relying on trade networks to build a popular image for European and French products. Trade cocktails are planned to this end.- Continuing to provide sales support throughout the two-year duration of the programme, while building a strong image of credibility for the flavours of European food (represented by French products), and developing distribution in retail. Trade fairs and buyers’ trips are planned to this end.- Intensifying consumer communications to improve the awareness of European and Frenchproducts in all distribution channels. In-store promotions will be implemented to this end.Over 100 companies will be widely involved in the activities. Brands will be displayed as ambassadors of European food quality standards.The total budget of the proposed programme is €700 540.This programme promises for a real impact on European exports and has a true added value for Europe's competitiveness on third markets.