About the program
Promotional and information program "European Meat - tradition, quality and taste" encompasses the promotion of the European fresh, chilled or frozen meat and its products, including beef (such as beef-neck, tenderloin), pork (such as collar, loin, tenderloin, pork shoulder, ham, shank) as well as processed meat products manufactured in accordance with HACCP quality system - Hazard Analysis and Critical Control Point; the industry ISO standard - Quality management systems - Requirements; standards of GMP - Good Manufacturing Practice, and GHP activities - Good Hygienic Practice alongside with high quality poultry meat.
The program involves promotional activities on third markets, and the target markets of the campaign focus are going to be the following countries: Russian Federation, People's Republic of China and the United Arab Emirates.
The aim of the program "European Meat - tradition, quality and taste" is to provide potential consumers in third countries with comprehensive knowledge on the high quality of products manufactured in the European Union.
The target markets in the designated countries have been carefully selected for this program largely on the basis of the realization of two earlier promotional programs, one of which was "Meat and meat products - tradition and taste," carried out during the period 2007-2009, as well as recently completed program of meat promotion entitled "European Table - tradition, modernity, quality" implemented in the years 2010-2012.
The countries indicated in the program combine fundamental aspects - dynamically growing prospects for export sales as a result of constant growth of these markets' absorbtivity, along with the ever-growing actual demand on these markets, caused by the dynamic development of economies of the selected countries.
The main objective of the program "European meat - tradition, quality and taste" is the increased acceptance of European products and the stimulation of the purchase readiness through competent distribution of the information about the high production standards in the European Union.
The ultimate aim of the program is the broadest possible propagation and deepening of the knowledge on the methods of production, and also the creation of favorable conditions to discover the taste merits of the European meat and its products, and of the high quality poultry.