Sustainable Dairy and Pork - Deliciously European

The Sustainable dairy and pork – deliciously European program, proposed by the Finnish organization Ruokatieto, is aiming at promoting sustainable pork meat and dairy products in China.

By targeting Chinese consumers and key influencers in selected cities, this program will build upon the foundation and results of a previous program led by Rukatieto in China, and expand it by focusing its key message on the sustainable aspects of the European production.

The chosen messages will focus on the effort made to reduce the carbon footprint throughout the production chain – the Finnish meat and dairy sectors have committed to being fully carbon-neutral by 2035 – and animal welfare & reduction of antibiotic use – products exported to China are completely antibiotics-free.

The objectives of the program are to increase awareness of these sustainable aspects and to subsequently increase sales of the promoted products. The program targets Chinese foodie consumers and supermoms, 2 categories with high purchasing power and a potential to be receptive to the sustainability and healthy aspects of European products.

The objectives will be achieved through an ambitious B2C-centric communication campaign including targeted partnerships with Key opinion leaders and key opinion consumers to build a sense of community and belonging around the qualities of the promoted products.

Experiential activities and events will also play a key part in the program, bringing the promoted products closer to consumers in original and attractive settings associated with Finnish and European way of life.