PROUD OF EU BEEF. ENJOY THE QUALITY AND TASTE FROM EUROPE WITH THE BEEF FROM SPAIN AND BELGIUM

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Proud of European Beef mission is to create a solid communication project with 2 strong proposing beef meat organizations: PROVACUNO in Spain and APAQ-W in Belgium for a 3 year programme. This 2 organizations are creating a powerful and easy-to-implement campaign, based in a complete programme of activities covering its whole range of target: consumer, journalists, Trade and Horeca sector… All of them with synergic activities for the 5 targeted markets: Spain, France, Portugal, Germany and Belgium. The challenge we’re facing, as in the rest of Europe, is that we have experienced cumulative declines in fresh meat consumption over the last decade The challenge is that this fall in production can only be compensated in two ways: 1. Increasing domestic consumption. And for this we must work on: ● Stop the fall in consumption. ● To value the meat and the European production model 2. Try to counteract current trends Increase exports. To do this we must: ● Stimulate trade relations with exporters in trade fairs and commercial actions in the domestic market. PROVACUNO AND APAQ-W requesting this aid to the EU aim to help stopping this global trend at EU level and with this campaign we will empower our consumers, reducing their vulnerability to messages that try to marginalize the consumption of red meat. And we are going to do it in a clear and direct way, that generates confidence and reaffirms them in their consumption decision. We are going to generate a feeling of belonging. It is not simply a matter of highlighting the benefits of the product but of doing so in such a way that the consumer feels identified and supported. Do not refuse to eat meat because of the information that is coming to you and reaffirm in the consumption and in your choice. Let's make a campaign: Notorious, easy, memorable, accessible supported by the SMART PILLARS: Specific, Measurable, Achievable, Result-focused and Time-Bound campaign. Let’s be Proud of European Beef