Red Gold from Europe - Excellence in EU preserved tomatoes.

The growing exports of EU canned tomatoes to the United Kingdom, indicating an increasingly discerning consumer demand for food quality and safety, represents a significant opportunity for this important sector of the European food industry (23% - over 10.1 million tons - of the worldwide production). The present proposal aims to increase visibility and awareness as well as sales / market share of European preserved tomatoes (CN code N° 2002 “tomatoes prepared or preserved otherwise than by vinegar or acetic acid” – EC Regulation 1308/2013) in the United Kingdom (second global importer of preserved tomatoes and the first among non-EU countries) through a cohesive “Enjoy - it’s from Europe” campaign which will be complementary to ongoing campaigns in other third countries (Japan and China) and in the internal market (Denmark, Germany, The Netherlands and Sweden), also named “Red Gold from Europe". The campaign’s strategy will be adapted to the target market and target groups. B2C and B2B activities will be properly mixed and balanced according to the main objectives (increase of awareness and increase of exports / market share) to be reached, each objective having a different weight within the proposed action according to the current target markets’ perception and awareness of the promoted products. In the United Kingdom (where imports of canned tomatoes in 2022 – last available data – were mainly from Europe – totalling over 613 million euros in value and over 588.034 tons in volume), the target groups will be consumers (specifically middle-high income groups), opinion leaders, specialized food importers, hyper/supermarket imported food buyers and professionals from the Ho.Re.Ca. channel).
Furthermore, the activities have been duly programmed in order to involve a sizeable number from each of the 3 target groups through a balanced mix of field activities (events, POS promotions, trade shows) supported by the diversified use of online / digital / social channels.