Europe Organic in the Philippines for Harnessing Organic Potential and Engagement

This programme presented by Naturland e.V. aims to increase awareness of the Union quality scheme on organic production, enhance the competitiveness and increase market share in the Philippines. The organic market in the Philippines is not yet very developed, but a middle class has been emerging for years looking for healthier food choices and lifestyles, leading to higher purchases of organic. New retail concepts around organic and healthy food are on the rise. In this promising context, the 3-year 360° communication campaign follows a strong educational approach as both professionals and consumer lack of guidance on what "organic" means and which certifications they should trust. To convince the different B2B audiences (importers, retailers & HORECA professionals) of the European choice, tailor-made workshops, and events, on- and offline seminars, presentations at fairs and congresses will ensure a maximum of quality B2B contacts throughout the campaign. Presence in top tier media and social media activation will generate high visibility for EU organic production. The programme will target the primary areas Manila and Clark and on a second level the Visayas region focusing Cebu and Negros