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

2. 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

3. 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.

4. 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 tons of cheese, butter and cream.
About 16 % of aged cheeses.
Over 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 : tons
Cantal : tons
Roquefort : tons
Reblochon : tons
Camembert de Normandie tons
In France, it is strategic to defend et develop the concept of PDO dairies from Europe !

8. PDO Cheeses’ communication programs SEA/Australia/India/ME3
Russia
Stopped august 2014 2
Japan
Korea
China 1
USA 5 4
Brazil
SEA/Australia/India/ME

9. 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

10. 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

11. 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

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

13. …and also events, POP UP :

26. Results in the USA
Budget : €
each year

27. In BRAZIL

28. 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.

29. 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.

30. 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 ?

31. Communication in BRASIL

32. 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 / consumer leaflets distributed)
Website
Social media : Facebook et Twitter

33. The original ones are from Europe !
Thank you