Blonde d'Aquitaine: European Beef Excellence

ongoing

Target countries: Italy and France Duration: 36 months Objectives: (Topic 1) increase the level of awareness on the specific features of agricultural methods in the Union and the characteristics of EU agri-food products through the promotion of Blonde d’Aquitaine beef, a tasty, high-quality, SQNZ*- certified product which respects the environment and animal welfare, illustrative of European traditions. Driving price trends upwards in the target countries. Activities stressing on some specific product characteristics: taste and tenderness, labelling and traceability, farming techniques and animal welfare, sustainability, responsible consumption. *Sistema di Qualità Nazionale Zootecnia – National Quality Scheme for Zootechnics Target groups • Consumers • Trade operators: butchers, farmers, Ho.Re.Ca., retailers, wholesalers • Opinion leaders Strategy: Informative and training activities for consumers, operators and opinion leaders to increase their level of awareness and influencing quality beef consumption trends. Use of online and offline promotional materials, website and social media to reach the amplest audience. Participation in trade fairs to obtain greater impact in the least time and space possible. Tastings to directly stimulate consumption trends. Training and presentations to educate the audience. Trade-specific activities to improve trade relations nationwide. Messages • Traceability and labelling • Sustainability in farming • Animal welfare • Taste and quality Activities • Project coordination • Website • Social media • Advertising (print and TV advertising) • Promotional materials • Promotional videos • Participation in fairs • B2B workshop (Italy only) • Trainings (France only) • Other activities: Blonde d’Aquitaine Taste Experience • Evaluation of results Total budget: 1,6 M EUR