9.02.2018 The last year of the 3-year promotional-information campaign entitled “European Poultry – The Power of Quality”, created by the National Poultry Council – Chamber of Commerce, has begun. With the right communication strategy and use of a full range of direct promotional tools throughout the campaign (such as participation in trade fairs, organising seminars, banquets etc.) combined with PR activities (press releases, news, direct mailing) and advertising activities (adverts published in the press and online) it has been possible to continuously achieve the aim of the campaign, which is, most of all, to promote poultry bearing the QAFP mark, thus increasing demand for high-quality poultry produced in the EU. This is evidenced by current export volumes. According to the European Commission, final analysis of poultry export from the EU to countries outside Europe in 2017 will show a 1.3 % increase as compared to the previous year. Forecasts for 2018 are even more optimistic, as expected growth should reach around 2.4 % when compared to 2017[1].

One of the activities implemented as part of the campaign with the aim of raising awareness of the QAFP quality system and increasing sales and consumption of European QAFP poultry on target markets, i.e. China with Hongkong, Vietnam and United Arab Emirates, will be the campaigners’ participation in the SIAL China 2018 Exhibition in Shanghai between 16-18 May.

During the fair, it is planned to hold individual B2B meetings at booth E7 F028, which will give visitors an opportunity to establish new or to reinforce existing business relations with European partners and to learn about the high standards of QAFP poultry production. Moreover, three days before the SIAL China 2018 fair the 4th International Import & Export Food Policy, Laws and Regulations Summit is taking place, which is a very important event in terms of building relations with veterinary services and other authorities from the People’s Republic of China. The summit will focus on safety and quality of food products imported to China, with around 300 participants, including representatives of the highest authorities, i.e. China Entry & Exit Inspection of the People’s Republic of China.

The delegates’ participation in the fair will make it possible to present the benefits of European poultry, which give the product its competitive potential, and to take part in meetings with poultry importers and distributors from the Chinese market. Whereas the summit will be an opportunity to meet with representatives of veterinary services and control bodies.


[1] European Commission DG AGRI short-term outlook – No. 19

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