The objectives of From Farm to Fork campaign are to promote pork of European origin in the Chinese market through a series of events and activities in a span of three years.
The concept of “From Farm to Fork” implies a series of values for EU agricultural products: food safety, quality, taste, nutritional and health aspects, diversity, animal welfare and the respect for the environment. The result of the From Farm to Fork strategy is the guarantee that you will enjoy safe, high-quality pork every time you choose to buy Spanish or Portuguese pork.
This O2O campaign runs from 2020 through 2022. It comprises a series of live activities (cooking contests, tastings, seminars, buyers’ missions to Europe, trade shows) and social media promotion (WeChat, Weibo, Douyin, LinkedIn) that target Chinese F&B professionals and consumers interested in premium pork.