The two-year information and promotion programme focuses on European fresh, chilled or frozen pork, beef and meat preparations based on these products in the United States of America (USA) and Canada. The main objective of the project is to stimulate export growth by business actions aimed at establishing new contacts and strengthening the ones already made. The objectives are to increase the competitiveness of the promoted products as well as to raise the awareness and recognition of EU quality, traceability, safety, quality management, animal welfare and the high standards applicable to the production methods in the European Union.
The programme is addressed to professionals, i.e. potential importers, wholesalers and distributors of meat, representatives of business organizations related to the food import and Horeca sectors, as well as opinion leaders and journalists specializing in business media and meat industry.
The project covers carefully selected activities that have been chosen taking into consideration cost effectiveness, expected impact and attractiveness to the target groups, such as trade fairs and seminars supported by media relations, which will build a direct line of communication with the target groups. Among other common activities: a creative concept, website, promotion film, gadgets and other promotion materials.
The programme's total budget is EUR 2 382 239,84M of which the EU is co-financing 80%.