Laurent Damiens, CNIEL, France PDO EUROPEAN DAIRY QUALITY PRODUCTS How to promote & communicate in Third Countries, without strong PDO recognition ? Laurent Damiens, CNIEL, France

HOW DO WE DEVELOP GENERIC COMMUNICATION PROGRAMS, COFINANCED BY THE EU, TO HELP MARKET DEVELOPMENT FOR PDOs IN THIRD COUINTRIES WITHOUT PDO RECOGNATION ? SOME EXAMPLES OF E.U. CO-FINANCED GENERIC CHEESE COMMUNCATION FOR PDOs : IN THE USA, IN BRAZIL

PDO DAIRY PRODUCTS The PDO is a system that protects a cultural and gastronomic heritage : but some countries don’t understand this concept and do not recognize it ! It is an official quality scheme protected by the EU and all Member States Authorities : it is a public protection, vs private Brands and private Registrations, that some countries only recognize ! A PDO product CANNOT be copied in Europe and in third countries who recognize our PDO system. But some countries , like in the US, in Canada… do not recognize our concept of heritage and local culture protection, and have developed “Copies”, or consider some PDO names as generic names ! Thus, through communication, we need to explain and make the difference : 1) by creating a specific commercial brand ; ex : Roquefort, Comté… (in the US) 2) by saying the original one is from Europe ; ex : Camembert, Roquefort… (in Brazil) 3) by communicating to the consumer the differences between the local copy and the original real one from Europe.

45 cheeses, 3 butters and 2 creams : 10% of the french milk production THE PDO DAIRY PRODUCTS More than 197 European PDO dairy products (187 cheeses). Thus, it is strategic for the EU… In France, PDO dairies represent 25% of all European PDO dairies in Europe : Over 233 000 tons of cheese, butter and cream. About 16 % of aged cheeses. Over 18 000 dairy farmers deliver milk used in PDO production 45 cheeses, 3 butters and 2 creams : 10% of the french milk production In 2014, the five PDO cheeses below represented 50% of French PDO production : Comté : 43 555 tons Cantal : 18 828 tons Roquefort : 18 719 tons Reblochon : 16 636 tons Camembert de Normandie 12 747 tons In France, it is strategic to defend et develop the concept of PDO dairies from Europe !

PDO Cheeses’ communication programs SEA/Australia/India/ME 3 Russia Stopped august 2014 2 Japan Korea China 1 USA 5 4 Brazil SEA/Australia/India/ME

WHAT communication STRATEGY ? For the PDOs Cheeses Objectives : Help cheese export sales to third countries Develop the knowledge and the image of the European DPOs cheeses and especially (but not only) of the French cheeses Put good quality cheeses into local consumption habits tools B to C : Specific graphic identities digital strategy (web & social media, digital magazine , posts, videos…) Point of sale’s activities : demos Events PR

TO HELP MARKET DEVELOPMENT ? HOW DO WE DEVELOPMENT GENERIC COMMUNICATION PROGRAMS, COFINANCED BY THE EU, TO HELP MARKET DEVELOPMENT ? THROUGH THE EXAMPLE OF : - the US - BRAZIL

A STRATEGIC PROCESS 1) Market analyses and opportunity 2) Consumer surveys, on image, attitudes and behaviors 3) Defining objectives and strategies with the main exporters and importers in each market 4) Publish a brief to challenge diverse communication agencies 5) Select an agency 6) Submit a 3 year-program to the EU 7) Implement

In the US Baked Cheese Dip- 30.mp4 Steak Fourme D'Ambert- 30.mp4 Cheese Board- 30.mp4 COE with titles (recommended).mp4

…and also events, POP UP :

Results in the USA Budget : 1.800.00 € each year

In BRAZIL

Perception about cheese in Brazil Cheese use and appreciation ? Consumption In Brazil, cheese consumption is well established with a high level of consumption: 90% of consumers at least once a week (similar to the european consumption), even almost every day for 58% of those surveyed. Use Brazilian usually eat cheese at different moments of the day : privileged moments are snacking and breakfast, but also dinner. When it’s for dinner, cheese is eaten mainly as a starter. Appreciation Brazilians love cheese : 70% of them like it a lot. Image Cheese in general has a very positive image: diverse, good taste, good for child growth, good for health, natural, refined, good for snacking.

Main learnings about french cheese in BRAZIL French cheese status and consumption? Status French cheese is rather well known : 61% cite at least one type/brand of French cheese The knowledge is wide with several French cheese types : 5,4 French cheese types known Brie (46% spontaneous mentions), Roquefort/other blue cheese ( 44%) and Camembert (43%) are the most famous French cheese types. Consumption 57% of affluent Brazilian consume French cheese, among them 40% regularly (at least once a week). France is in 3rd place for frequency of consumption after the Brazilian and Italian cheeses Profile of regular consumers : consumers are from the most educated part of the population or top management occupation.

Main learnings about french cheese in Brazil Appreciation French cheese is very strongly appreciated by the affluent Brazilian consumer : mean of 4,1/6 A performance on par with Italian cheese, but higher than American, Dutch or Spanish cheeses, though lower than local cheese Image French cheese evokes spontaneously the association with wine or bread, the taste (good taste, delicious, strong flavour), the wide variety of French cheeses French cheese image is positive : they are appreciated first for their taste, their character, their suitability for special occasions or for guests and for their refinement. Several obstacles to consumption : their liking by the whole family, the adaptation of the product to the local eating habits and to local cooking, their capacity to be consumed everyday. Some additional leverage to increase the consumption: the capacity of French cheese to be used in sandwiches and the familiarity with French cheese. French cheese perception ?

Communication in BRASIL

actions Advertising (press / website) Consumer events : Pop-Up European Cheese Shop in Rio Individual meetings with journalists Press conferences POS material for supermarkets (94 demos / 431 tasting days / 33 000 consumer leaflets distributed) Website Social media : Facebook et Twitter

The original ones are from Europe ! Thank you