Beef sector Brussels supports "Become a Beefatarian" campaign

by Editor fleischwirtschaft.com
Sunday, November 01, 2020
The European Commission is supporting the campaign "Become a Beefatarian" with a budget of € 4.5 mill. from 2020 to 2022.
Photo: Screenshot Website
The European Commission is supporting the campaign "Become a Beefatarian" with a budget of € 4.5 mill. from 2020 to 2022.

The European Commission is supporting the campaign "Become a Beefatarian" with a budget of € 4.5 mill. from 2020 to 2022. The aim is to strengthen the knowledge and competitiveness of the European beef sector by means of information measures for consumers on the markets of France, Germany and Belgium, Portugal and Spain.

Brussels is supporting this campaign, which is promoted by the Spanish Interprofessional Beef Organisation (Provacuno) and its Belgian counterpart APAQ-VLAAM and is set out in Regulation No. 1144/2014 of the European Parliament and of the Council of 22 October 2014 on information provision and promotion measures for agricultural products on the market. The EU will co-finance 80% of the global budget.

The general objective of the information and promotion measures is to strengthen the competitiveness of the Union's agricultural sector, and in this case beef and veal. In particular, they should help to highlight the specific character of the product originating from Europe compared to that from third countries, as well as its richness in important nutrients, the importance of animal welfare, protection of the environment, sustainability and the link with the Mediterranean diet. The contribution to the "Zero Waste" movement is also underlined. The program also includes a wide range of dissemination activities in the media, social networks and various specialist forums.

According to the European Commission, the EU produced 2.7 mill. t of beef in the first five months of 2020. According to Eurostat estimates, beef is therefore a strategic sector with a production value of more than € 32,000 mill., mainly concentrated in France (23%), the United Kingdom (13%), Germany (11%), Ireland (7%), Spain, Italy and Poland (6% each), the Netherlands (4%) and Belgium (3%).

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