The European program “Enjoy it is from Europe” aims to promote European-branded food products on world markets, aligned with EU Regulation 1144/2014. Among the key participants in this initiative is OPAS (Organizzazione Produttori Agricoli Suini), Italy’s foremost agricultural pig producers association, representing over 12% of the national livestock sector. This project, financed by the European Commission in 2020, is named Eat & Think Pink China and Hong Kong. It involves a series of events spanning over the next two years, designed to elevate European pork products in these key markets.
The Eat & Think Pink China and Hong Kong Project
The Eat & Think Pink initiative is a comprehensive effort to increase the visibility and appreciation of European pork products in China and Hong Kong. The project includes:
- Trade Fair Participation: Showcasing products at major international trade fairs.
- Training Programs: Educating young Chinese chefs about European pork and its culinary versatility.
- Social Media Engagement: Establishing a presence on popular Chinese platforms such as Weibo and WeChat.
- Hosting Chinese Operators in Italy: Offering firsthand experience of European agricultural practices and product quality.
Adapting to COVID-19: Virtual Events
In light of the COVID-19 pandemic and the measures taken by China to control its spread, OPAS has received authorization from Agea, the body appointed by the Italian Ministry of Agricultural Policies, to conduct online meetings. Starting in early November 2022, OPAS will host virtual incoming sessions. These sessions will include around twenty buyers, opinion leaders, CEOs of major distribution chains, and representatives from leading Chinese media outlets.
These virtual visits will allow participants to tour OPAS’s agri-food facilities remotely. This innovative approach ensures that the values of European pink pig meat—compliance with animal welfare regulations, environmental protection, and sustainability—are effectively communicated, despite travel restrictions.
Commitment to Quality and Sustainability
OPAS is a product organization that unites over 70 farms, primarily located in the Po Valley area. These farmers adhere to stringent production protocols that often exceed current regulatory requirements. This commitment aligns with the European “Farm to Fork” strategy, which emphasizes the delivery of food products that respect animal welfare and environmental sustainability.
European Standards in Practice
European pink pig meat is produced under rigorous legislative frameworks ensuring high standards of animal welfare, environmental protection, and sustainable farming practices. The Eat & Think Pink initiative aims to highlight these standards to Chinese consumers and business partners, demonstrating the superior quality and ethical production methods of European pork.
Looking Forward
The “Enjoy it is from Europe” program, through the Eat & Think Pink China and Hong Kong project, represents a significant opportunity to strengthen the presence of European pork in Asian markets. By combining traditional marketing approaches with innovative virtual engagement strategies, OPAS is set to expand its influence and showcase the best of European agricultural practices.
As the project progresses, it will continue to foster strong international relationships and promote the core values of European food production, ensuring that high-quality, sustainably produced European pork products find a place on tables around the world.
Press Release HK COMUNICATO STAMPA
