‘European poultry – the power of quality’ campaign at the finish line

The third and final year of the ‘European poultry – the power of quality’ campaign promoting the advantages of EU poultry produced in accordance with the QAFP quality system has come to an end. The programme was addressed to customers in three markets: China with Hong Kong, Vietnam and the United Arab Emirates.

The promotional and information campaign ‘European poultry – the power of quality’, carried out by the National Poultry Council – Chamber of Commerce (KRD-IG), the largest poultry industry organisation in Poland, a country which for many years has been a leader in poultry production[1] in the European Union. The aim of the programme was to popularise poultry from the European Union produced under the QAFP (Quality Assurance for Food Products) quality system.

The target groups of the campaign were potential importers, poultry producers, processors and distributors, HoReCa representatives and bodies of opinion. Raising awareness of the advantages of EU poultry bearing the QAFP logo, the production of which complies with all safety and quality standards, was intended to create demand in the target markets of the campaign.

The campaign promoted European poultry produced in accordance with restrictive EU legislation and in accordance with the ‚From Field to Table’ principle. This concept ensures control and care for high quality and safety at all stages of the production chain: i.e. chick hatching, animal feed production, farm keeping, animal welfare, transport, production and processing, as well as the entire distribution process and display at the point of sale (POS). EU manufacturers have been ensuring the tightness of the production chain for years, which is why the end product reaching the consumer’s plate is completely safe. In addition, poultry produced in the QAFP quality system guarantees repeatable high quality, certified by independent auditors at each stage of production.

Over the past three years, campaign experts have participated in numerous industry events carried out on target markets. In China, the programme representatives participated in five different events: the SIAL fair in Shanghai in May 2016, the HOFEX fair in Hong Kong in May 2017, the FMA fair in Canton in September 2017, the SIAL China fair in May 2018 and the CIMIE fair in Beijing in September 2018. Moreover, the organiser of the campaign – KRD-IG – had the pleasure of hosting 2 trade missions of representatives related to the Chinese poultry sector in one of the European Union countries, Poland, in October 2016 and July 2017.

In Vietnam, the campaign participated in such events as the Vietfood fair in Ho Chi Minh City in August 2016, Food & Hotel Vietnam in the same city in April 2017, and the economic mission to Hanoi combined with the Vietfood & Beverage fair in November 2017. The guests from Vietnam visited Poland in November 2018. Activities in Vietnam also included participation in the high-level mission of the Commissioner for Agriculture and Rural Development of the European Commission, Phil Hogan, during which two culinary demonstrations were held in Ho Chi Minh City and Hanoi.

As part of the events organised in the third market of the campaign in the United Arab Emirates, campaign experts took part in 5 events, including SIAL Middle East 2016 and 2018 in Abu Dhabi, and Gulfood 2017 and 2018 and Speciality Food Festival 2017 located in Dubai. Trade missions of representatives of administration, business and media from the United Arab Emirates to Poland took place between 31 January – 4 February 2017 and 27 November – 1 December 2017.

The activities of the ‘European poultry – the power of quality’ programme on the campaign target markets were carried out in various forms. Individual events, depending on programme requirements, included the organisation of campaign stands, seminars and promotional banquets for representatives of the campaign target groups. The campaign also ensured the participation of experts in business meetings aimed at familiarising potential importers with the advantages of European poultry produced under the QAFP quality system, and clarifying their doubts about the European production systems and the quality of poultry. The meetings also focused on business aspects, which was a great opportunity to establish trade cooperation and increase sales of European poultry on the target markets of the campaign.

Visitors to the stands of the ‘European poultry – the power of quality’ programme were able to watch specially organised culinary shows and taste dishes whose main ‘hero’ was EU poultry.

Interested persons could learn about the details during seminars organised especially during the fair, where campaign experts presented information on the advantages of EU poultry, the requirements and rules of production as well as the principles of the QAFP quality system. The seminar was usually accompanied by a promotional banquet or refreshments, during which participants could establish new business contacts during culinary talks, strengthen existing relationships and try dishes prepared on the basis of QAFP EU poultry by outstanding chefs.

During the campaign, within the framework of specially organised trade missions, the National Poultry Council – Chamber of Commerce was pleased to host representatives from the three target countries. During specially organised seminars devoted to cooperation between the countries covered by the campaign and the European Union in the field of export of poultry produced in the QAFP system in European Union countries, the invited guests had the opportunity to familiarise themselves with economic data on European poultry, its production standards and necessary information about the QAFP system itself. The trade missions also included visits to poultry processing plants producing high quality poultry meat marked with the QAFP symbol. During their stay, the mission delegates from China, Vietnam and the United Arab Emirates also had the opportunity to participate in specially prepared banquets, during which they were able to personally taste dishes prepared from poultry produced in the QAFP quality system.

The presence of the campaign on international markets manifested itself not only through the presentation of its activities during industry events or trade missions, but also through promotion in the press and on websites. During the three year period, information about the ‘European poultry – the power of quality’ campaign appeared in the following industry titles; in the case of China: Grocery Trade Magazines, Meat China, FMCG Magazine, Meat Research and on websites such as: foodmate.net, fodqs.cn, foods1.com. In the case of the United Arab Emirates: Food Business Gulf & Middle East, Caterer Middle East, Hotelier Middle East, Food Service Europe and Middle East, Asia & Middle East Food Trade and on the websites: hozpitality.com, hoteliermiddleeast.com. In the case of Vietnam: Mon Ngon, Nhip Cau Dau Tu Magazine, Doanh Nhan Saigon Magazine and on the websites: nhipcaudautu.vn, doanhnhansaigon.vn, vneconomy.vn. These activities further increased the impact of the campaign, positively affecting the image of poultry produced in the QAFP system on the target markets.

Throughout the campaign, the advantages of European poultry produced in accordance with the QAFP system could also be discovered by visiting a dedicated website: http://www.european-quality-poultry.eu/. The website, available in the languages of the countries where the campaign took place, presented all the information about the EU poultry meat, the QAFP system and the analysis of the target markets in an accessible and clear way. In addition, visitors could familiarise themselves with interesting recipes for tasty and appetising dishes from QAFP poultry developed by eminent chefs.

The three-year campaign entitled ‘European poultry – the power of quality’ lasted from 9 February 2016 to 8 February 2019. The promotion of EU poultry produced in the QAFP system on the markets of China with Hong Kong, Vietnam and the United Arab Emirates was financed with the support of the European Union, the Republic of Poland and from the funds of the Poultry Meat Promotion Fund.

[1] https://ec.europa.eu/agriculture/sites/agriculture/files/dashboards/poultry-meat-dashboard_en.pdf

This website has been prepared for the purpose of the program which was financed in 2016-2019 from the European Union and the Republic of Poland, as well as from the Poultry Meat Promotion Fund.