Provacuno showcases at Alimentaria 2026 the European campaign "For a sustainable Europe, the special mission of beef"
In this edition, Provacuno, as part of its activities, is taking advantage of its presence to offer information on the progress of its second year of the campaign “For a Sustainable Europe, the Special Mission of Beef.” Co-financed by the European Union and led by Provacuno (Spain) and Apaq-W (Belgium), this promotional plan aims to raise awareness of the sustainability of the European beef sector, with a particular focus on how it contributes to reducing emissions and preventing soil degradation and improving soil quality.
Alimentaria, which this year brings together thousands of national and international professionals from 3,300 companies in 70 countries, positions itself as a strategic platform for conveying these messages not only to the production sector, but also to distributors, industry, restaurants, and key influencers. In this context, Provacuno highlights the role of beef cattle within a European production model committed to sustainability in its three dimensions: economic, social, and environmental.
In the words of Javier López, director of Provacuno : “Alimentaria is a top international showcase that allows us to demonstrate the beef sector’s firm commitment to sustainability, as well as to share with the entire food chain all the tools we are developing to advance in this area.” For the director of the Beef Interprofessional Organization, “the sector must continue to be a driver of change and continuous improvement, promoting solutions that allow us to move towards a more efficient and environmentally friendly model.”
This year the campaign will continue to have a presence at industry fairs such as SIAL Paris, in universities in Spain and Europe, with the holding of seminars to convey to students of different degrees and subjects the importance of the sustainability of the beef sector to achieve the aforementioned carbon neutrality, in addition to other activities that will be carried out in Spain, Belgium and other European countries.
Objectives to promote sustainable measures in production
The Sustainable European Beef (SEUB) program, within which this campaign is framed, will run until 2027 with co-financing from the European Union and the participation of Provacuno (Spain) and Apaq-W (Belgium) and includes different actions aimed at both citizens and professionals in the sector.
With regard to society, the campaign seeks to increase knowledge about the European beef production model, especially regarding its sustainability, as well as to raise awareness of the role of citizens in achieving the European Union's climate neutrality goal by 2050.
On the other hand, the program aims to support the sector in its adaptation to more sustainable models, facilitating access to training, technical information, and knowledge-sharing platforms. The ultimate goal is to promote the adoption of best practices that contribute to reducing emissions and protecting and improving the soil.
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