Promotion actions for maize seeds in Russia and Kazakhstan

Maize silage seeds produced in the EU grow into crops with superior environmental and economic value, in turn offering many opportunities in third countries. The EU’s promotional programme has the ability to trigger significant developments within a limited budget. Maize is the most cultivated cereal globally, with many uses, especially in animal feed (pigs, poultry, dairy cows) and industrial processing. In existence for nearly 50 years, the FNPSMS (National Federation for the Production of Maize and Sorghum Seeds) has been promoting maize seeds (a product similar to sorghum seeds) at the European level for the past 10 years. With its technical expertise and well-established communications network, the FNPSMS is an experienced organisation, optimally placed to carry out this programme successfully. The FNPSMS intends to promote maize seeds in two non-EU countries: Russia and Kazakhstan. These countries were selected for their climate, potential gains in acreage and market share. The EU’s seed selection is indeed particularly adapted to the climate of both countries, offering better drought resistance, earlier harvesting dates and lower water consumption. The extremely favourable political context in both countries in terms of backing animal feed crops in order to reach domestic self-sufficiency in milk production is another factor justifying the launch of a promotional campaign as soon as possible. The aim of this “B2B” campaign is to improve farmers’ and other agricultural professionals’ knowledge about maize silage and EU maize seeds, increase maize silage acreage and expand market shares for EU maize seed producers. The programme promotes the quality of European maize seeds as against their local and global competitors. The proposed catalogue of actions affects all specialised stakeholders, through both broad channels and targeted means. The total budget for this promotional programme amounts to EUR 467 538 over 3 years EUR 155 846/year on average).