The promotion campaign SUSTAINABLE EUROPEAN POULTRY MEAT Its objective is to promote European poultry meat, as well as the sustainability of its production methods, highlighting its commitment to achieving a more sustainable and environmentally friendly agri-food industry.

Sustainability is the key word in poultry meat production in the European Union: in fact, the European poultry sector is committed to producing more product using fewer resources, improving its performance through three pillars of sustainability: Medium Environment, Society and Economy.

Thus, three national poultry organizations representing the sector in Spain (AVIANZA), Germany (BVG) and France (ICPC), led by its European umbrella association AVEC, have joined forces to develop and carry out this ambitious promotional campaign.

Under the Green Deal, the European poultry industry supports the farm-to-fork strategy, which strives to build a healthier and more sustainable food system. Specifically, its main objective is to ensure that European consumers have access to healthy, affordable and sustainable food; while working against global warming; They protect the environment and ensure efficient use of natural resources. In this way, fair economic profitability is achieved in the food chain; offering a diversity of product choices to consumers.

With the support of the European Commission and a series of promotional and information activities in Spain, Germany, Belgium and France, the EUROPEAN SUSTAINABLE POULTRY MEAT campaign will include online and offline communication channels to spread its sustainability message, as well as the organization and management of a series of events in the 4 participating countries. Last but not least, the creation of promotional tools, such as paid advertising, promotional items and institutional videos, will aim to reach and attract the largest possible number of consumers.

The main objective of this communication campaign will therefore be to educate consumers, opinion leaders and European families about the sustainability of the poultry sector in Europe, spreading awareness about the environmental, social and economic aspects.

The promotion program aims to reach more than 18,500,000 consumers through advertising, social media activity and events; and more than 1,000,000 people through news and press articles.

We invite you to make the smart choice, to choose European poultry meat. Sustainable and good for you and the planet.

What does the program have to offer?

Public relations: Press releases and press events

Website and social networks: Website, RRSS (Facebook, Instagram, Pinterest)

Advertising: Online advertising, collaboration with influencers, television, offline advertising, print advertising

Communicationtools: Promotional articles and institutional videos

Events: Seminars at universities and schools, B2B Events, B2C workshops, Restaurant Weeks, fairs, Chef at Home event


Federica Chiarella (AVEC)
Project coordinator
[email protected]

Press Contact
[email protected]


Organization: AVIANZA – Spanish Interprofessional Association of Poultry Meat

Country: Spain


Organization: BVG – BundesverbandderGeflügelschlachtereiene.V.

Country: Germany


Organization: ICPC – Committee Interprofessionnel du Poulet de Chair

Country: France


Organization: AVEC – Association de l'aviculture, de l'industrie et du Commerce de Volaillesdans les Pays de L'UnionEuropeenne

Country: Europe


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This section will be updated as the project achieves objectives and results.

WP2 Public Relations

Press Kit

Press kits, adapted to each language and market of the program (ES, GE, FR), will be distributed to provide journalists and press professionals with reliable information about the sector and its sustainability aspects, as well as about the scope of the program, its objectives and the main messages to spread.

Press events

The objective of the press events is to bring together the main representatives of the local and international press, invited to the event in which first-hand information on the sustainability of the EU poultry sector will be provided. They will also be able to delve deeper into the topic through a round of personal interviews with representatives of the program for the subsequent publication of the information in the local news and subsequent reporting. Likewise, they will be provided with visual and photographic material for this.

Press releases

Press releases will be published on the program website and distributed to inform about the successive stages of the project, from launch, through development to closure with the results obtained.

WP3 Website & SocialMedia


Social Media Accounts

WP4 Advertising

Collaboration with influencers:

Today they are one of the most powerful sources of information for decision making, mainly for consumers of all ages and especially for the younger generations who have them as models. Their lifestyle is followed, seen and copied by consumers, making them a great

communication tool for the sustainability message of our Union. Collaborating with influencers (foodies, chefs, sustainability experts, climate change advocates, lifestyle influencers...) will spread and reinforce the message and enhance the visibility of the campaign. It is planned to carry out 31 collaborations with influencers per year in the target markets.

With this activity, we aim to reach more than 500,000 impressions, ensuring that the recipients of the activity are included in interesting target groups for the program.

WP5 Communication Tools

Promotional videos

A promotional video focused on the pillar of environmental sustainability, another on social sustainability and another on economic sustainability.

WP6 Events

Seminars at universities and colleges

Promotion in schools and universities (aimed at youth and young adults) aims to raise the awareness of younger generations about the importance of the EU poultry sector's contribution to overall environmental, social and economic sustainability. Therefore, the goal is for them to begin to have a positive view of the product and the sector and to begin to develop an interest in sustainable agricultural methods from an early age. These activities will consist of interactive talks by experts, which will include games and student participation, promoting the values of sustainability.

Weeks in restaurants

Local consumers will have the opportunity to taste sustainable EU poultry products in restaurants in the main cities of the target countries participating in the activity.

Chef at Home

End consumers are encouraged through offline and online channels in France to participate in a competition where they can win a “Chef at Home” experience.


B2C event in Germany to bring professionals and consumers in the sector together and inform them about the characteristics and benefits of European poultry meat products.

B2B Meetings and B2C workshops

B2C and B2B events will be held in Belgium and France with the aim of increasing awareness and market share of EU poultry and informing professionals and consumers about the sustainability values of our products and production methods.