"Eat&Think Pink UK – Say yes to the best, Eat European Pork!" aims to strengthen the competitiveness of European pork on the UK market, in line with the general objective of the European Regulation 1144/2014 CHAPTER 1, Art.2: to strengthen the competitiveness of the European agricultural sector.
To achieve this goal, the project acts to inform and promote European pork meat among food operators – Buyers, large-scale distribution, opinion leaders, media operators – and above all among consumers with a particular focus on young people, sportsmen and rugby fans.
This last choice is linked to a number of factors:
- the long-established partnership between OPAS and the world of sport;
- the great diffusion of rugby in the UK, which is one of the most popular and followed sports in the country;
- the tradition, within the world of rugby, of the third half that provides a convivial moment, at the end of the game, in the Club Houses of the host team and in the refreshment points of the stadiums.
- the important role played by proper nutrition for athletes.
In line with the provisions of Articles 2 and 3 of the Regulation (EU) 1144/2014, the objective that OPAS intends to pursue with this proposal is to improve the degree of consumer knowledge on the high standards applicable to EU production methods and on the positive characteristics of European pork, in terms of nutritional and organoleptic qualities, traceability, sustainability, food safety, health and animal welfare: lines that derive from EU legislation as well as from the further guidelines of the European Commission led by President Von Der Leyen on the Green Deal, the Farm to Fork Strategy and Biodiversity.
The information campaign will strengthen the resilience of a production chain that is experiencing a critical moment in the target country.
The expected final impact of the project will be to improve the competitiveness and consumption of European pork, optimize its image and increase market share in the recipient country, as highlighted by the 2023 Call for Proposals.
The environmental policy, the sustainability report, the investments to reduce the use of resources and the production of waste, the animal welfare projects and the voluntary certifications adopted by the PO, demonstrate the commitment of OPAS and its associates towards the sustainability of production, the traceability of the supply chain, food safety, in line with the principles of the European Green Deal and the Farm to Fork Strategy, as described in the previous paragraphs.
These aspects will be constantly and punctually transmitted in the messages of the promotional campaign during all three years of the project.