Initiatives for light lamb meat

Transcription

1 2 nd EU Sheep Meat Forum, Brussels, 25 February 2016 Initiatives for light lamb meat Simeon Karakolev National Association of milky sheep breeders in Bulgaria

2 Sheep breeding in Bulgaria Large fragmentation- number of sheep breeding farms ; number of sheep Relatively low productivity- serious necessity of investment Bulgaria is one of the Member States with the lowest density of livestock compared to the size of pastures as part of agricultural land Traditional sector with good potential for further development

3 National Association of milky sheep breeders in Bulgaria (NARMOB) Established in 2006 The Association is voluntary, self-governing, non-political organisation which aims to develop sheep breeding and improve quality More then 400 members from 20 districts from all over the country breeding over sheep. Besides farmers, members of the Association are many dairies and meat processing plants, and two scientific institutes

4 NARMOB currently implements 2 promotion programmes, approved by the European Commission : The 1 st project is EU Sheep Meat and Sheep Milk Cheese. Try the quality, taste the difference. 3 year promotion programme targeted to the markets of Germany, Croatia, Greece and Bulgaria Total budget EUR, of which 50% EU financing, 30% national co-financing and 20% the proposing organisation Objective- to increase awareness regarding quality and sustainable production and conditions of EU sheep meat and cheese and the importance of sheep breeding in the EU rural environment in order to increase sheep product consumption in the target groups

5 Promotion programme EU Sheep Meat and Sheep Milk Cheese. Try the quality, taste the difference Target groups: young consumers, adult consumers in particular family keepers and opinion multipliers Marketing strategy aims to approach the consumers from both angles: the traditional media and the new means or more sophisticated communication (such as consumers exhibitions or tailored events and internet communication) The increase in awareness and familiarization with the products and the increase in demand will be measured within the project implementation.

6 Promotion programme EU Sheep Meat and Sheep Milk Cheese. Try the quality, taste the difference Status of implementation- 3 rd quarter of the 1 st year completed together with the Implementing body Agropromotion Main Actions completed: - Production of Programme Logo, Brochures, 15 min Video, Promotional gift sets (apron & cutting board) and website - Advertisements in press - Participation in the National festival of sheep breeders in Bulgaria 8-10 May Participation in ANUGA exhibition Cologne October Participation in Eat and Style exhibition Stuttgart Nov Chef cooking demonstration dinners

7 2 nd Promotion programme Landscape of flavour 3 year promotion programme targeted to the markets of Jordan, Kazakhstan and the United Arab Emirates (UAE) Jordan- as all Arab countries Jordan has a quite important per capita consumption of sheep meat and cheese and imports almost all of its internal meat and dairy consumption, in particular cheese Kazakhstan is a natural bridge among Russia, China and India, has increasing demand for cheese products UAE- is the wealthiest country of the Middle East, potentially a big importer of European sheep products Total budget of the programme EUR, of which 50% EU financing, 30% national co-financing and 20% the proposing organisation Current state of implementation: First quarter of First year

8 2 nd Promotion programme Landscape of flavour Objective- to increase awareness regarding EU sheep products and their quality in order to raise the EU sheep cheese and meat consumption in the target countries. Target groups: consumers and opinion multipliers or influencers and food stakeholders. The Marketing campaign will respect the cultural and social traditions in the target countries. The Information and advertising tools will emphasize the European strong identity of traditional rural heritage and flavours. The increase of consumption of promoted white brine cheese and lamb meat will be monitored during each phase of the programme.

9 Thank you for the attention! Contact details: Mr. Simeon Karakolev Chairman of the National Association of milky sheep breeders in Bulgaria Tel