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December
20/12/2017

Provacuno prepares its "What a wonderful beef!" campaign

Wikispanishfood editorial team

The project to promote Spanish beef in non-EU countries, which the Interprofessional Organization for Beef (Provacuno) presented to the EU, has been chosen to be executed in 2018-2021 with cofunding (80%) by the EU. Provacuno will roll out a promotional campaign with a view to raising awareness about, and presenting the characteristics and qualities of, Spanish beef in non-EU countries. It will be executed under the slogan "What a wonderful beef!", and will last for three years. The budget amounts to 2,250,000 euros.

The contract is expected to be signed in January 2018, and the association will implement promotional actions in Saudi Arabia, the UAE, Hong Kong and Vietnam. Provacuno will participate in the main trade fairs in those countries: Foodex Saudi, Gulfood Dubai, HOFEX Hong Kong and Food & Hotel Vietnam.

Several activities have been planned in parallel, including events aimed at importers and the media, sector analyses in those countries, inverse missions, and other acts to position Spanish beef as a high-valued alternative in those markets.

This action, which is part of Provacuno's International Promotional Plan and will be rolled out in 2018, aims to establish and strengthen commercial ties and to reinforce the presence of Spanish beef in those demanding markets, some of which just recently opened up their borders to beef from Spain.

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20/12/2017