Spain and Hungary received EU funding for lamb promotion campaign
The Spanish inter-professional association for sheep and goat meat INTEROVIC and its Hungarian counterpart, JKTTSZ, will launch a program called "European campaign to promote lamb and goat meat in Spain and Hungary" between May 2018 and December 2020. Both associations received a budget of €6,825,000 from the EU.
Each year, approximatively 2.7 million euros will be invested in the campaign. Spain’s campaign budget requires a sum of €6 million and the EU contribution will be €4.8 million, while Bulgaria's campaign budget is €825,000 and the country will receive €660,000.
The targeted audience for the new European program refers to the whole channel starting from sector, distribution, wholesalers, purchasing managers, traditional stores and Horeca sector. While regarding the final consumer, the campaign will place its focus especially on the population segment aged 25-45 years old and it will aim to increase the number of consumers that are over 45 years old.
The EU's objective is to increase lamb and goat meat consumption by 0.2% annually through new product presentations and by underlining the sustainable and natural character and differentiated flavor of these types of meats.
The main challenge of this campaign is to strengthen the presence of new cuts in stores and to encourage consumers to eat lamb and goat meat not only seasonally.
According to the EU's statement, Spain demonstrates a renewed potential for growth of domestic consumption after 15 years of decrease in the consumption of sheep/goat meat. Furthermore, after two years of communication campaigns the negative tendency of consumption is finally beginning to demonstrate a positive trend.
On the other hand, Hungary shows a great growth potential regarding lamb and goat meat consumption, since it is one of the few countries in the EU that has been experiencing growth in sheep meat production, which is an exception to the rule compared to the global performance of EU sheep meat producers.
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