Simple campaign
Active
Acronym:
CHINA WHEAT FLOUR
Number:
101250863
Call ID:
AGRIP-SIMPLE-2025
coordinator:
Intercéréales
-
France
The programme Information and promotion of EU milling wheat and flour in China, presented under the heading AGRIP-SIMPLE-2025-TC-ASIA, is aimed at milling and baking professionals in China and Chinese consumers. Conducted by Intercéréales, the French cereals trade association, the aim of this promotion programme is to increase sales volumes of French flour (+7% over three years) and French milling wheat (+1.4% over three years) and also to increase public’s and professionals’ knowledge of the characteristics of French milling wheat and flour (+ 5 points between the start and end of the programme).
To achieve these ambitious goals, the programme offers a range of activities aimed at milling and bakery professionals (communication tools, press office, media and influence partnerships, social networks activations, advertising and events – stands at trade fairs, seminars, workshops, study trips…) and the general public (communication tools, partnership with distributors and bakeries...). The aim is to encourage the public to eat European wheat and flour in the form of French bread and bakery products, which are popular in the target country, while encouraging professionals to meet the demand for wheat and flour with European supplies. To fit to China expectations, it will focus on high quality standards and food safety of EU products, taking advantage of the premium brand image of European products.
This promotion program, presented by France, has a strong European dimension, the cultivation of wheat being an essential element of food security and an essential economic vector in the EU; a dimension reinforced by the main message of the program “European excellence - French wheat and flour: the ingredient that makes the difference". The program will benefit all EU wheat and flour exporters. In addition, through this program, milling wheat and flour will become an ambassador of the quality and authenticity of EU products.
The overall budget is €2.15 million.
To achieve these ambitious goals, the programme offers a range of activities aimed at milling and bakery professionals (communication tools, press office, media and influence partnerships, social networks activations, advertising and events – stands at trade fairs, seminars, workshops, study trips…) and the general public (communication tools, partnership with distributors and bakeries...). The aim is to encourage the public to eat European wheat and flour in the form of French bread and bakery products, which are popular in the target country, while encouraging professionals to meet the demand for wheat and flour with European supplies. To fit to China expectations, it will focus on high quality standards and food safety of EU products, taking advantage of the premium brand image of European products.
This promotion program, presented by France, has a strong European dimension, the cultivation of wheat being an essential element of food security and an essential economic vector in the EU; a dimension reinforced by the main message of the program “European excellence - French wheat and flour: the ingredient that makes the difference". The program will benefit all EU wheat and flour exporters. In addition, through this program, milling wheat and flour will become an ambassador of the quality and authenticity of EU products.
The overall budget is €2.15 million.
Product sectors:
- Cereals
- Bread, pastry, cakes, confectionery, biscuits and other baker's wares
Target country:
- China
Budget
Total
2 152 141,20
€
EU contribution
1 721 712,96
€
Duration 36
months
Start date
End date