THE "THINK MILK, TASTE EUROPE, BE SMART!" DEBUT IN GERMANY
THE "THINK MILK, TASTE EUROPE, BE SMART!" DEBUT IN GERMANY

THE "THINK MILK, TASTE EUROPE, BE SMART!" DEBUT IN GERMANY

The cooperative system of the Italian dairy sector yesterday presented its campaign supported by the European Union at an exclusive event in Munich. Germany remains one of the main trading partners for Italy, but the Germans drink 5 liters less milk per person than 6 years ago

Yesterday, in the prestigious Showroom restaurant in Munich, the German debut of " Think Milk, Taste Europe, Be Smart! ", The new international communication campaign promoted by the dairy supply chain of the Alliance of Agri-food Cooperatives, created by Confcooperative, was staged and co-financed by the European Commission to promote cow's milk and its derivatives.

The warm welcome of the selected guests present at the dinner, food and wine journalists and food bloggers, launches the project with the best wishes, which focuses on Germany , as well as Italy, the mother country of the proposing organization. Giovanni Guarneri , coordinator of the dairy sector of the Alliance of Agri-food Cooperatives , presented the campaign to the German press, providing interesting ideas and suggestions to address the issue with that "new perspective" which is one of the ultimate objectives of the project: " With the campaign we are presenting today we intend to propose a positive communication on milk and its derivatives, exploiting all the potential of social platforms and the web, so as to reach the new generations more easily and effectively, those who show interest in dairy products, stimulating their curiosity and providing them with all the useful information to sensitize them about the nutritional, social and economic value of milk and its derivatives ", says Giovanni Guarneri, who continues:" The project therefore aims to improve the of knowledge of the merits of Italian and European dairy products, c dare to increase the confidence of our leading consumers in the sector, proposing a new approach to the dairy world, in line with their consumption trends and their lifestyles ".

The German food product market is the most competitive in Europe and Germany is one of the main trading partners for Italy in the agri-food and beverage sector: it is the first supplier of dairy products and the second largest export destination market. Made in Italy sector. Bavaria , in particular, is the most active region in Germany for dairy , with a turnover of 9.4 billion euros. With regard to domestic consumption, even if dairy products are still present in daily household spending, for almost two thirds of German consumers, for years there have been constant decreases, especially as regards drinking milk. Per capita consumption in 2019 amounted to 25.1 kg of cheese, 5.8 kg of butter and 15 kg of yogurt - more or less stable values over the last seven years, while those of drinking milk decreased: in 2013 they were 54.1 liters, while in 2019 49.5 liters. This is a contraction of about 5 liters less per person in the last 6 years alone . The causes are due to the change in consumption habits, information and debates on the effects of dairy products and the growing market share covered by plant alternatives also linked to the very high number of vegans in the country: they were 2.6 million in 2020, equal to 3.2% of the population, and Berlin is considered the vegan capital of Europe.

" Think Milk, Taste Europe, Be Smart!" aims to clarify these issues, addressing first of all the Millennials, the privileged target of the project. The campaign includes numerous dissemination and awareness-raising initiatives in Germany, including videos , a press tour of the production sites and participation in Cheese Berlin , the most important German event dedicated to artisan cheese.

The launch event saw the products of the campaign interpreted in an innovative and contemporary way by chef Dominik Käppeler , whose refined cuisine stands out for playing with unusual flavors, textures and combinations, as well as for the extreme attention to ingredients and sustainability. and seasonality. Jossi Loibl , a well-known food and wine journalist, a profound connoisseur of German gastronomy and tastes, was involved as the moderator of the evening, since 2008 he has been editor-in-chief of the Munich restaurant guide DelikatEssen.

23/09/2021
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THE "THINK MILK, TASTE EUROPE, BE SMART!" DEBUT IN GERMANY

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