Organic in the Philippines 2023-2025

The overall objective of the activity is to increase the export of European organic dairy products to the Philippines and increasing the market share of European and Danish organic dairy products. The program will focus on increasing awareness and penetration of organic dairy products, specifically organic UHT milk, and organic natural cheese, into our target groups – young mothers (23-30 years) and family mothers (30-40 years) in middle income families.
The market research shows a gap between the demand and supply of dairy products at the Philippine market. With a non-existent production of dairy products in the Philippines and an increasing demand for dairy products and increasing interest in organic dairy products, the potential for increasing export of European/Danish organic dairy is significant.
With an educational approach focusing on creating awareness of the European organic dairy production scheme, the benefits of the European organic dairy products regarding high quality, safety, and the health and nutritious benefits of dairy, the campaign will execute several activities targeted the consumers in urban areas, e.g. digital activities such as using influencers and advertising on social media, PR, radio advertising, workshops for influencers and POS activities in selected supermarket chains.
The key message of the campaign will be ‘European reflex’ with the signature ‘It’s only natural to choose organic Danish dairy’, hence positioning European organic dairy as high-quality products and trusted as the obvious choice for the Philippine consumers.
The measurable indicators of success of the campaign will be to create a positive development in the Philippine consumer’s awareness of European organic dairy products followed by a positive development in the frequency of buying organic dairy products. This should result in an increased market share of European/Danish organic dairy product and an increased value of the Danish dairy export to the Philippines.