PROJECT SUMMARY
“CEuropean poultry meat: a sustainable choice” This is the motto of EURSPO, the two-year promotional programme initiated by four poultry associations: CIPC (France), KRD-IG (Poland), BVH (Germany) and AVIANZA (Spain). The main objective is to raise awareness about the sustainability of the European poultry sector and to highlight its commitment to a more sustainable and environmentally friendly agri-food system in the European Union, with a special focus on reducing food waste.
Over the two-year programme, European consumers are encouraged to “make a sustainable choice” and opt for European-sourced poultry, as the sector strives to achieve the best balance between the three pillars of sustainability: environmental, social and economic.
GOALS
- Raising awareness of the benefits of choosing EU products to promote a fair and sustainable food system, in particular by informing consumers and professionals about the specific characteristics of European poultry meat in terms of environmental, social and economic sustainability.
- Debunking myths and increasing knowledge on the European poultry sector in terms of production methods, food safety and quality, animal health and welfare, and environmental protection.
- Increase competitiveness and consumption of European poultry products, with a special focus on promoting less consumed parts of the bird through specific initiatives and recipes.
- Raising awareness about food waste in households, educating consumers with tips on purchasing, handling and storing poultry products and tasty recipes to limit waste.
TARGET GROUP
- Youths: People aged 18 to 35, of all genders, generally with basic or average education and economic level. This group includes students and young professionals starting their careers.
- Family decision makers: Adults aged 35 to 50, of all genders, generally with a medium-high economic level and general education. They are usually in advanced stages of their careers, working as professionals or senior executives.
- Key opinion leaders: Experts in their fields with high influence, good communication skills and production of relevant content. They address key topics such as sustainability, maximizing their impact and relevance.
The promotional program aims to reach more than 13 million consumers through promotional activities, generate 600 million impressions through online ads and reach more than 1,200,000 people through press articles and media coverage.
WHAT DOES THIS PROGRAM OFFER?
- Public relations: Press releases and press events.
- Website and social networks: Web platform and social networks (Facebook, Instagram, YouTube and TikTok).
- Advertising: Online advertising, collaborations with influencers, outdoor and print advertising.
- Communication tools: Promotional materials and promotional videos.
- Events: Seminars at universities and schools, B2B events, B2C workshops, Restaurant Weeks, fairs, and other events such as poultry races, “Chef at home” events and television collaborations.
- Promotion at points of sale.
STAKE
Organization: ICPC – Committee Interprofessionnel du Poulet de Chair
Country: France
Organization: BVG – BundesverbandderGeflügelschlachtereiene.V.
Country: Germany
Organization: AVIANZA – Spanish Interprofessional Association of Poultry Meat
Country: Spain
Web: https://avianza.org/
CONTACT INFORMATION
Federica Chiarella
Project coordinator
[email protected]
Ana Martín del Moral (ATLAS MARKETING STUDIO)
Press Contact
[email protected]
DRIVEN
Funded by the European Union. The opinions and views expressed are those of the author(s) alone and do not necessarily reflect those of the European Union or the European Research Executive Agency (REA). Neither the European Union nor the granting authority can be held responsible for them.
For more information on balanced and healthy eating habits, please see the document «Eat healthy and move: 12 healthy decisions» of the Ministry of Health, Consumption and Social Welfare.
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