The objective of Proud of European Beef is to showcase  a project which gathers two beef meat organisations: PROVACUNO in Spain and APAQ-W in Belgium for a 3-year programme.

These two organisations have launched a comprehensive and easy-to-implement campaign, based on a diverse programme of activities covering its whole range of targets: consumers, journalists, trade and Horeca sector, all of them with synergic activities for the 5 targeted markets: Spain, France, Portugal, Germany and Belgium.

Over the last decade throughout Europe the fresh meat consumption has faced constat decrease.

The aim of this campaign is to incite the consumers not to have a stereotyped idea about red meat and to enable them to be again confident about their consumption decision.

The scope of the project is not only to highlighting the benefits of the product but to make the consumer feel identified and supported in its choice regarding it. Consumer behaviour may lead to a refusal to eat meat due to the multiple types of information presented nowadays, but even so those consumers who choose to eat red meat should feel at ease should they wish to reaffirm their choice for this product.