INFORMATION AND COMMUNICATION PROGRAMME IN FAVOR OF EU CHEESE IN SOUTH AMERICA BRAZIL 2022-2024

In a market where the EU has spent considerable efforts to grow trade, as is the case with Mercosur where the stakes to grow agricultural exports are high. The ultimate objective of this effort is to increase awareness of EU cheeses and to grow the market share in Brazil which has high growth potential. The prospective is given by the low or extremely low level of consumption per capita of cheeses, generated by the lack of knowledge of its consumption and use. Although, changing, this is verified by the reduced supply of value added product available on the market. The potential is reaffirmed, with the transversal trend of the population towards gastronomy and the permanent search for new preparations at home, incorporating innovations and creativity in culinary preparations. Negative perceptions of cheese consumption are not perceived. The Mercosur agreement represent a win for the EU by creating opportunities for growth and jobs.

Brazil is the largest economy in South America and the spearhead of the Mercosur EU agreement.  A major part of the population supports green projects and saving the Amazon rainforest.  These consumers and KOL are in-line with EU politics of Farm to Fork and solidary to its efforts.  They need to pave the way and educate the broader spectrum of high-end consumers to purchase EU Cheese and by doing so change consumer behavior.

Objective 1: Raise awareness of European cheeses among Premium/Foodie consumers & trade professionals in Brazil by 2024 by 15%

Objective 2: Increase market share from 9,1% to 11,1% for EU cheeses through a communication and promotion campaign aimed at educating and generating demand.