EU Beef, Pure Quality. Discover the EU local mountain breeds.

2026-07-22

"The project ""EU Beef, Pure Quality. Discover the EU local mountain breeds - EUBPQ"" aims to promote in Italy and France two cattle breeds deeply linked to the mountain world with strong territorial roots: Piemontese and Gasconne des Pyrénées. Booth breeds produce high quality products and enjoy quality recognitions such as the Consorzio Sigillo Italiano logo (SQNZ standards), and the Label Rouge. Therefore, these two breeds can be considered representative of the EU’s agricultural methods (traceability, authenticity, animal welfare, sustainability) and of the characteristics of European agricultural products (quality, taste, tradition), thus complying with Topic AGRIP-MULTI-2025-IM of the Call for Proposals 2025. The project has two more specific objectives: to induce consumers to look for quality certifications when buying meat, and to induce consumers to seek certifications that ensure animal welfare when buying meat. EUBPQ also wants to touch on the issues of animal welfare and sustainability, issues to which the promoters are very sensitive as these are a fundamental part of their farming method. Target groups and strategy: the project is mainly aimed at consumers although it maintains a focus on the B2B sector. In order to do so, it has chosen to invest in social media, the development of an official video in both countries, a strong television campaign, especially in Italy, a campaign on magazines, especially in France, participation at fairs and organization of tasting events in both countries. Through these activities it is hoped that we will be able to spread the project messages as much as possible. The main message will be related to the quality of the two breeds, insisting on advertising the quality logos aimed at their recognition and a secondary message to stress on the rusticity of the cattle breeds. It also highlights the intention to develop others secondary messages around the themes of sustainability, animal welfare and a healthy and balanced diet."

Italy

2026-01-01