"The consumption of pork meat in Europe has decreased in recent years. In the EU-27 in 2008, we had consumption per capita of 41.7kg. In 2015, this number fell to 40.9kg. Therefore, it is very important to promote pork meat to restore the confidence of the consumer, which was shaken by news such as the last IARC report. Our project will focus on Spain, United Kingdom (UK), Germany, France and Portugal. The choice of the aforementioned countries is based on the following data: a very low level of pork meat consumption in the UK, which is 24.5kg per capita. A sharp decrease in consumption in Germany, from 55.2kg in 2008 to 53.1kg in 2015. In Spain, consumption decreased from 56.2kg in 2008 to 50.6kg in 2013, with a recovery in 2015 to 54.4kg, thanks to an internal promotion campaign, led by Interporc. For Portugal, the inclusion is based on the geographic proximity to Spain. The campaign will be based on the theme “Pork Lovers”, in order to publicise the properties of pork meat, on a nutritional level, the production methodology, based on animal welfare, environment protection, traceability and free of growing factors. To achieve our goals, the campaign will be based on a Road Show in Spain and the UK, as well as participation in specialised fairs and events, such as Anuga in Cologne, SIAL in Paris and Alimentaria in Lisbon. The campaign will be based on the Pork Lovers Road Show. We will organise press conferences, cooking workshops for students of hotel and courses for restaurant professionals, visits from the retailers, workshops for refined restaurants, culinary meetings for gastronomy lovers, playful ateliers for children, visits from government officials and visits from consumers. We will also hand over some gifts, such as Pork Lovers masks for children, bags for house wives, USB pens for the press and promote the events on the Facebook platform. The total budget for this proposal is €1,951,260"