EuropeanOils

ended

Terres Univia is the inter-branch organisation of edible oils and proteins in France, which brings together the main trade associations and federations concerned by the production, trade, transformation, and use of oilseed (rapeseed, sunflower, soy, flax, olive) and protein-rich plants (peas, field beans, lupin, alfalfa, beans). PSPO is a sector organisation representing oilseed processing industry in Poland that brings together all the leading fat industry players. Terres Univia and PSPO intend to implement a three-year promotion programme on the French and Polish markets. The products promoted would be rapeseed oil in Poland, and rapeseed and sunflower oils and margarine in France. It will be a B2C programme targeted towards consumers and opinion-leaders. The main EU message will be the quality of EU edible oils: their nutritional value, diversity, taste, and traceability (non-GM). The main argument of the campaign will be the nutritional quality of EU edible oils, in respect with the EU legal framework on health claims, and the nutritional guidelines in France and Poland. The communication campaign will also talk about the production method of edible oils in the EU to reach consumers looking for naturalness and traceability, and the diversity of EU edible oils and of their uses. The promotion programme aims at: • Improving the knowledge level and the awareness of consumers on nutritional values of vegetable oils, as well as the image of the product, rapeseed oil and sunflower oil. • Stabilising oils sales in the targeted countries, against a background of a declining market in terms of volume over the past 30 years, and consumers who buy less and less quantity.