WHITE GOLD FROM THE HEART OF EUROPE

For some years now the Belgian dairy sector has been experiencing a new dynamic. The abolition of the milk quota has certainly played a part in this context. Dairy farmers and the dairy industry see new opportunities and capitalise on the increasing demand for milk and dairy products in the world. In the last few years farmers have made substantial investments in increased milk deliveries and processing.The programme is aimed at increasing the EU import share by capitalising on image and quality, food safety and traceability of EU dairy products, by means of an information and promotion campaign highlighting the product benefits and qualities of European dairy products among the various target groups: professional purchasers at retailers, importers, wholesalers, food industry and food service.We roll out this strategy over all selected regions by means of the elaborated highly European-oriented concept “White Gold from Europe”, which is already being used in the on-going European “third countries” project.At the end of the programme we wish to see the campaign has generated an impact on the awareness levels of dairy products from the European Union in the target markets (China, Singapore, Indonesia and UAE). When evaluating this campaign at its completion, we would like to have produced a positive mind-set shift through the campaign message. We also hope to see a positive economic impact, i.e. rising exports for the European dairy products to the target markets.www.vlam.be