GRENZENLOS REGIONAL - BIO IN EUROPA

ongoing

"The project ""WITHOUT BORDERS REGIONAL - ORGANIC IN EUROPE"" aims to increase awareness and recognition of the EU organic quality system and the competitiveness and consumption of EU organic products in the internal market. The European market for organic products has enormous potential. Germany and Italy are among the 3 largest food markets in Europe. Organic Food Sales in both countries accounted for almost half of organic sales in the entire EU in 2020. Both countries represent 32% of the EU population and, due to the size of the market, play an important role in achieving the goals of the Green Deal. That is why the campaign focuses on these important markets. However, there are reservations about organic products, particularly in the target group of consumers. Therefore, the focus of the communication measures is on reducing prejudices and increasing knowledge, including advantages of regional production as guarantee of EU origin. This generates more sales and more consumption of EU organic products. More consumption means more production and thus an expansion of organic cultivation areas, corresponding to the goals of the farm to fork strategy. In this respect, the Bioland guidelines guarantee extra services beyond EU organic in the areas of biodiversity, climate protection and animal welfare. The presented campaign particularly addresses the target groups consumers, children and B2B decision-makers. All activities such as the central organic information tool ""Bio-Mobil"", educational campaigns for consumers, sales promotion measures in the food trade, campaigns in schools or with B2B decision-makers are interlinked to guarantee a mutual reinforcement and maximum snyergies. They will also be reinforced in the media via complex online and offline activities, targeting a broad audience. A total of approx. 170 Mio contacts shall be generated within the target goups and additional sales of at least €26,7 Mio achieved at Bioland level. The 3year-budget is €5,843 Mio."