Despite the effect of COVID-19, 2020 was a busy year for the From Farm to Fork campaign, with plenty of events successfully executed.
When the restrictions didn’t allow for live events, we collaborated with Benlai and Chunbo, two well-known e-commerce platforms to promote European pork from Spain and Portugal across China. These promotions included the display of From Farm to Fork banners in their websites and apps to clients accross China, as well as a Live streaming activity with Benlai.
After the restrictions were lifted, the campaign visited several cities for live events, starting with the participation on CIIE in Shanghai in early November with a campaign booth, which included a live cooking station with a daily cooking show and a ham carver.
Then, we collaborated with 4 restaurants in Shenzhen, Mezzo, Shark, Azzurro, and La Maison, who had a “From Farm to Fork” menu available for two weeks for consumers to taste different cuts of tasty EU pork. At the beginning of this activity, Mezzo hosted an inaugural event where 40 selected consumers attended a premium lunch and tasted a set menu designed by top-level chefs and paired with European wine.
In late November, also in Shenzhen, but with a focus on professionals, From Farm to Fork campaign held an EU pork tasting event in the Sheraton hotel. The hotel’s chefs used the target pork cuts of the campaign (belly, loin, collar, ribs) to prepare a variety of dishes, while going through the cooking process, key ingredients of the dishes and the key attributes of EU pork, combined with wine pairing and a ham carving demonstration.
To close the year, we collaborated with Wang Sen Cooking School to host a EU pork cooking contest in which 30 professionals chefs competed to win the EU Pork, Excellence from Farm to Form campaign ambassador title. The contest regionals were celebrated in 3 cities, Chengdu, Suzhou and Shanghai, and the grand final took place in Shanghai, spreading the campaign messages across China.
Overall, 2020 was a success and 2021 will be even bigger! Check the links above to read more and check out the pictures of all our events, and follow our social media accounts to keep up so you don’t miss any of the upcoming ones.