The objectives of the programme are twofold. Firstly, to stimulate the market share of frozen fries from Europe in five target countries in South East Asia (Indonesia, Malaysia, the Philippines, Thailand and Vietnam). Secondly, to build a positive image for European frozen fries in South East Asia.
These objectives want to be achieved by increasing knowledge about European potato growth and processing (focusing on topics like food safety, traceability, sustainability and innovation) and by raising awareness about European fries (focusing on topics like quality, taste and authenticity).
The target group is mainly B2B (importers, distributors, retailers, foodservice). However, for creating a positive image for frozen fries from Europe, consumers will also be addressed.
Activities that will be executed include participation at events, advertising (magazines and online), distribution of promotional material (at events and POS).