The action targets the Danish and Swedish markets for pork. The sector is significantly challenged by low and continuous declining consumption of pork especially amongst young consumers aged 18-29. Increased consumption of pork on the two markets will have a positive impact on the European pig meat industry. Pork is no longer a natural part of the young Scandinavians' diet. They tend to eat less meat in general and to avoid pork in particular. The objective is to increase consumer demand and thereby halt an otherwise forecasted continued decline. By maintaining current levels of penetration and spending, the action will effectively increase penetration with up till 19.7 pct and spending with 30 pct on the target markets. The target group perceives pork as neither trendy nor tasty. To support the objective of increased demand, the action will work to raise the product profile and improve the attractiveness of the product category by means of an innovation seminar for the meat processing industry and retail. The objective is to introduce a total of 40 new pork products or meal concepts in retail for the target group. To reach and convince a complex target group of young consumers, the creative element of the action is to create a consumer movement driven by a group of social media role models with a view to re-establish pork in Northern food and eventually throughout Europe. A primary communication tool will be influencer marketing, and the action will rely on content co-creation on the social media. The action strategy is reflected in the main Union message “Europeans for more taste”. Other key messages on traceability, food safety and responsible consumption support the main Union message and promote the high quality of the product and position pork as delicate and tasty. The total budget for the proposed action is EUR 3,185,525. The estimated return on investment ratio of the action is 7.65.