Octobre 2011

Transcription

Octobre 2011

LISTE DES PROPOSITIONS DE PROGRAMMES DANS
LE CADRE DU REGLEMENT (CE) N° 501/2008
(REGLEMENT (UE) N° 688/2011)
POUR LA PROMOTION
DANS LE MARCHE INTERIEUR ET LES PAYS TIERS
RESULTATS DE L’EXAMEN DES
PROPOSITIONS DE PROGRAMMES 2011
- PARTIE 1: PROGRAMMES ACCEPTES
Octobre 2011
1
TABLE DES MATIERES
PROGRAMMES ACCEPTÉS
PAYS
ORGANISATIONS PROPOSANTES
PRODUITS
BE
VLAM VZW
Fruits et légumes frais
4
BG
BGGA
21
DE
5 AM TAG E.V. + DFHV + (BVEO) +
(VLAM) + OGH
34
ES
UPA
42
ES
PH
57
FR
INTERFEL
67
IT
UNAPROA
82
IT
ASC
92
NL
GFB
99
AT
AMA-M
112
RO
PRODCOM LEGUME - FRUCTE
120
UK
BLSA
130
EL
HELLAS BIO NET
136
EL
Union of Hellenic Chambers
149
2
PAGES
PROGRAMMES ACCEPTES
3
IDENTIFICATION OF THE PROGRAMME
Member State(s):
BE
Title of the programme:
Campagne ter bevordering van de consumptie van
verse groenten en fruit, verder bouwend op het 'All
Day Long' concept
(Campaign to stimulate consumption of fresh fruit and
vegetables, on the basis of the 'All Day Long' concept)
Competent Authority(ies):
Vlaamse Overheid – Departement Landbouw &
Visserij
Proposing organisation(s):
VLAM vzw (Vlaams Centrum voor Agro- en
Visserijmarketing vzw)
Implementing body(ies):
K'X creations
VLAM vzw
Evaluation: GfK Panel Services, InSites Consulting
Type of measure:
Mixed
Product(s):
Fresh Fruit & Vegetables
Targeted Member States:
BE
Duration:
3 years
Total budget:
1.398.000 EUR
Proposal received on:
15 September 2011
ELIGIBILITY CRITERIA
Respect of deadline for presentation by MS:
Yes/No
Implementing body(ies) selected by a competitive procedure
Yes/No
Written and signed commitment to co-financing by MS
n.a.
Written and signed commitment to co-financing by the proposing
organisation(s)
Yes/No
The programme is a coherent set of actions?
Yes/No
Actions not linked to origins or private brands,
with the exception of designations under Community rules
Yes/No
Product(s)/target countries are eligible
Yes/No
4
Compliance with the relevant guideline(s)
Yes/No
OPINION OF THE MEMBER STATES(S)
Confirmation of conformity with national and Community legislation
Yes/No
Link between proposed actions and other national/Community
information/promotion actions
Yes/No
Confirmation by the MS of the representativeness of the proposing organisation
in the relevant sector(s)
Yes/No
Confirmation by the MS of the effectiveness of the proposing organisation Yes/No
Confirmation by the MS of the technical capacity and effectiveness of the
implementing body
Yes/No
DESCRIPTION OF THE PROGRAMME :
Objective(s):
1. General objective
To enhance the image of fruit and vegetables as 'fresh', 'natural', 'tasty' and 'healthy'
products and to lower the average age of the fruit and vegetable consuming public, viz.
by stimulating consumption by young people.
To promote eating fruit and vegetables during the entire day.
To promote the entire range of fruit and vegetables.
2. Marketing objective
To create a further increase in the consumption of fresh fruit and vegetables in the target
group (+16% by 2014 vis-à-vis 2010). Enhancing the consumption of fruit and
vegetables in the direction of the recommended daily dose, i.e. 300 g vegetables and 2 to
3 pieces of fruit a day (source: Flemish Institute for Health Promotion and Sickness
Prevention – VIGeZ).
5
Marketing plan
Promotion/communication: building further on the ADL concept to increase the
consumption of fresh fruit and vegetables in the context of increased attention for healthy
food.
Product: all fresh vegetables and fresh fruit
Place: cooperation with large distribution and retail
Price: market prices
3. Communication objective:
To highlight the product advantages of fresh fruit and vegetables. These are essential in
the context of a balanced diet. In addition, to translate the rational benefits into feeling
good about yourself.
Strategy:
- Offensive: growth strategy.
- Growth potential: stimulating the use of fresh fruit and vegetables within the health
trend.
Increasing consumption frequency during the entire day by raising the number of eating
moments.
Individual face-to-face contact with purchase and marketing managers of the major
retailers will take place to involve them in the ADL campaign. A custom made plan,
including incentives, will be rolled out for each of them to make the All Day Long
campaign more suited to their own communication. Tastings will take place in all
seasons. Below-the-line activities (contests, events, etc.) in which the target groups will
be approached in a personal and compelling way will be used to incite them to action.
Target group(s):
Young families with parents younger than 44 years via the purchaser 25-44 years. Role
model towards children.
6
Themes:
1. Promoting consumption during the entire day through the six different user moments
(breakfast, elevenses, lunch, teatime, evening meal, evening snack: All Day Long).
2. Recommendation to eat fresh fruit and vegetables every day (recommended amount cf
health council).
3. Fresh fruit and vegetables are natural, healthy and fit perfectly in a tasty and balanced
diet.
Aspects covered:
quality
safety of food
specific production methods
nutritional values
health impacts
labelling
animal welfare standards
respect for the environment
image of Community products
Community systems for
PDO/PGI/TSG
organic products
graphic symbols for remote regions
wines with a protected designation
of origin or a protected geographical
indication, wines with an indication
of the wine grape variety.
Messages to be conveyed:
‘Doing well with fruit and vegetables’
1. General: With fresh fruit and vegetables I am looking after my own and my partner's
and children's well-being. Also ‘fun’ and ‘convenient’.
2. You can eat fruit and vegetables throughout the day – All Day Long.
7
Actions, including their scope/volume and a provisional timetable:
Actions per country, stating the scale/volume and provisional schedule of the actions
Dec Jan Feb Mar Apr May Jun
Fruit &
Veg. Week
x
x
Distribution x
x
x
x
x
x
x
Tastings
x
x
x
x
x
x
x
Events
x
Press
x
x
x
x
Internet
x
x
x
Jul
Aug
Sep
Oct
Nov
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
Throughout the year, below-the-line actions (Fruit and Vegetables Week, All Day Long
events, incentives and tastings at distribution), supported by press and website.
Actions
1. Production
1.1. Creation and Print Promo material
Overall budget: 20.000€ in YR1 | 10.000€ in YR2 | 10.000€ in YR3.
Generic information brochure (1 x YR) size A5, recto/verso print (120.000 ex.). In the
brochure All Day Long's objectives will be presented as well as a reference to the online
platform of the campaign. Distribution will take place at tasting events. Copywriting will
be done by VLAM, the realisation by the executing agency.
8
x
The All Day Long-campaign will focus on the cooperation with and presence at POS.
A flyer (1 x YR) will be created for the tastings in the distribution chains. The flyer will
contain general information on the campaign as well as the recipes that will be prepared
during the tastings (flyer: 60.000 ex.). The flyer will be created by VLAM.
Posters (1 x YR) will be distributed amongst groceries to promote the campaign (5.000
ex.). Copywriting will be done by VLAM, the realisation by the executing agency.
By use of a toolbox the possibility of tailor-made promotion material will be offered to
different distribution chains as support for incentives. The distribution chains will be
responsible for the printing and distribution of the material. As teaser towards the
distribution chains a number of re-usable generic promo items will be produced (big
banners, mini-beach flags, window and floor stickers) in order to convince them to
conclude a communication plan with ADL.
1.2. Creation and Photography Recipes/Products
Each year 36 ADL-recipes will be created. All of them will be published on the website
and some will be selected to be used in the flyers (tastings POS).
Creation of photographic images to be used on the website, POS material and other
promo material that will be created in relation to 'below the line' actions.
2. Below-the-line actions
2.1. Actions Distribution
Overall budget: 57.500€ in YR 1 | 61.000€ in YR2 | 61.000€ in YR3.
2.1.1. Digital Toolbox
Budget: 20.000€ in YR 1 | 20.000€ in YR 2 | 20.000€ in YR 3
Besides the creation of general promotional material to be used in the programme, a
graphic studio will also develop tailor-made promotional material for distributors
that will be available through a digital toolbox. Print and distribution of the
promotional material will be at the charge of the distributors.
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All the content in the toolbox will be developed on the basis of the general look and
feel of the campaign though personalized in function of the partner-distributors who
will integrate it into their own communication tools, this all year long throughout the
3 year programme.
Graphics will all be in PDF-format avoiding alteration and will all carry the
necessary European co-financement mention.
Toolbox accounts will be accorded manually and managed by VLAM on the basis of
an agreement for usage to be signed beforehand. The agreement has been edited
according to the applicable EC rules.
2.1.2. Relation management distribution sector
One of the lessons learned in the first ADL campaign is the importance of face-toface management with the distributors. The sector is not interested in a generic
campaign without some level of personalisation: the big players in the distribution
sector need to be approached on an individual basis and there has to be custom made
action and promotion material. As competitors they are not interested in a common
approach.
In the new campaign it is important to have a regular face to face relationship with
the marketing executives and purchasers of the different companies in order to come
to direct agreements with the companies on their custom made ADL actions.
This might involve visible presence at the POS through posters, displays, wobblers,
floorstickers as well as publicity in their promo folders or integrated in their own in
house actions.
Because it is very important for the ADL campaign to be clearly present in the POS,
the distribution sector will be involved as much as possible in the development of the
campaign. They will be represented in the technical committee responsible for the
follow up of the campaign.
2.1.3. Incentives
Incentives will be organised in the shops of distributors as an addition to their
actions in the fruit and vegetable sector.
10
The distributor will organize the incentive whereas practical issues could be dealt
with by the proposing organisation (transport, cooking isle, cook and products).
2.2. Week of vegetables and fruit
The Week of Vegetables & Fruit is considered as one of the highlights of the campaign
and takes place at the start of spring (end of March) when stores are filled with fresh fruit
and vegetables. The Week is a platform for initiatives aimed at different target groups
who are encouraged to eat more fruit and vegetables.
First day of the week is about publicity of the campaign towards the target groups
through different press and media channels. Also important is for the Week to be
promoted via the different food distribution channels (promo material, toolbox,
tastings,…).
Besides these two approaches the campaign will also organise a competition for
companies before the Week encouraging them to promote fruit and vegetables
consumption within their organisations.
Distributors will also be encouraged to participate by promoting the Week in their stores
using the promotion material, toolbox, tastings etc.
Cooperation with press and media through a press tour finally will result in a national
health story based on the All Day Long concept.
2.2.1. Competition All Day Long Company of the Year
Budget: 55.000€ in YR 1 | 55.000€ in YR2 | 55.000€ in YR3.
ADL wants to encourage companies to offer fresh fruit and vegetables to their
employees. As incentive ADL will go and look for the ADL company of 2012
through a competition.
By way of 4 newsletter waves (4 mailings to approx. 120.000 companies) and the
professional representative organisations (UCM, Unizo, Voka), two companies (1
Walloon and 1 Flemish) are finally to be selected as All Day Long Company.
National press coverage for the competition will be sought by a partnership with the
press and the media.
11
Before the Week of Vegetables and Fruit both companies will be selected and during
the Week a diploma will be handed over by the ADL ambassador. At the same time
the ADL team will treat the employees on healthy snacks and smoothies.
The proposing organisation will collaborate with a mediapartner for the 'All Day
Long Company of the Year' competition to become a nationally known item.
2.2.2. National Press Conference
The program of the Week will be presented at a national press conference at which
press and media as well as partners of the Week will be invited.
2.2.3. Press Tour
Day 1, 2 and 3: Press tour visiting different editorials where for example fresh F&V
snacks are offered and where live on air free publicity is obtained.
Day 4 and 5: Award ceremonies at the winning companies of the competition in
Flanders and Wallonia. Thereby the All Day Long trophy is awarded and workshops
for the employees are organized.
2.3. Free-publicity generator
Through an All Day Long ambassador (Kim Gevaert in the previous campaign) a
maximum of free publicity is sought via press and media coverage before and during the
Week by means of 'actes de presence', photoshoots and interviews.
2.4. All Day Long presence at events
Contrary to the first 2008-2011 campaign during which invitations for events occurred
regularly this proposal foresees a budget for presence at events where the All Day Long
campaign can be linked to healthy lifestyle or food. Presence will be limited to 4 events
12
to be determined and they will be selected depending on possible numbers of target
public attending them and on the event's theme.
For YR 1 following events have been selected:
20km of Brussels (May 2012 - sports event - 30.000 participants)
Avanti Ghent (Sep 2012 – musical bike event – 45 concerts for young and old)
Hapje-Tapje Leuven (Jul 2012 – culinary event – 20.000 participants)
Fête l'été La Hulpe (May 2012 – Castle festivities – 10.000 participants)
Selection of events for YR 2 and 3 will be made based on the experience in YR 1.
Preferably the same events will be chosen, though if necessary others will be selected.
At the events consumers will be offered tastings of season bounded products prepared in
a central stand by a cook and his or her assistant. These presences will of course
contribute to the visibility of the campaign and will also be occasions at which the
generic brochure will be distributed.
2.5. Posters Retail
To create even more publicity besides the involvement of the distribution sector, yearly
5.000 posters will be send to local retailers.
3. Media
With newspapers, magazines and other media deals will be made on communicating the
All Day Long campaign. These deals will consist out of partly paid contributions and
partly free editorial communication.
4. Agency costs executive organization
The executive agency's budget falls within the regulation's margins. It has three
components: a fee for the development and use of the campaign concept in all its
different forms, a fee for the right of use and copyright and a monthly fee for accounting
the programme.
13
5. Actions VLAM
VLAM will be responsible for the execution of a number of fundamental aspects of the
campaign.
5.1. Delivery and management content nutritional information
Budget: 6.000€ in YR1 | 6.000€ in YR2 | 6.000€ in YR3.
VLAM's food information cell (NICE) will deliver and manage content related to food
information.
5.2. Coordination, content management and interaction website
VLAM will also coordinate and manage the website. Interaction through the website
becomes more and more important and entails a daily follow-up. New tips, recipes and
newsflashes in the picture will be weekly published. A weekly blog will refer to trends,
actuality and news on vegetables and fruit.
The existing website will be freshened up in YR 1 and a more efficient search engine for
the recipes will be set up. The website will continue to function as an essential
communication tool for the whole of the campaign (products, recipes, actions). Social
media will be fully integrated in order to create more activity on the website.
5.3. Copywriting, lay-out and print communication material
VLAM's press service will be responsible for the copywriting and lay-out of all
campaign related texts. Their expertise will also be used for press relations regarding all
'below the line' actions.
Translation and printing of some promotion material will be outsourced.
14
5.4. Tastings
Besides visual presence in POS, the earlier ADL campaign experience learned that more
animation on site is necessary. Through incentives and especially tastings in POS ADL's
message should be passed on even more effectively.
Tastings will be distributed equally over Flanders and Wallonia and this during 300 days
a year (150 weekends, Friday and Saturday) covering all seasons and their seasonal
related fruit and vegetables.
In YR 2 and 3 the number of tastings will be elevated. Follow up of the tastngs will be
done by VLAM.
Anticipated impact:
To have the consumption of fresh fruit and vegetables increased by 16% in the target
group 25-44 years by the end of the campaign vis-à-vis 2010.
Awareness of the campaign logo of at least 50% in the target group.
A positive impact on the consumption of fresh fruit and vegetables on minimum 40% of
the people who have seen the campaign.
The impact of the campaign will be measured. An assessment will be made as to the
degree to which the campaign has been noticed by the target group and whether this has
resulted in a change of attitude in that group. This measurement will take place at the end
of the campaign (YR 3) via an online questionnaire using a random sample of people
representative for the target group.
In addition, the evolution of consumer behaviour for fruit and vegetables in the Belgian
market will be tracked. This will take place by constantly tracking the purchases of fresh
food by a panel of 5.000 families who are representative for the Belgian population.
15
ASSESMENT BY THE MEMBER STATES
General interest of the programme:
26/30
Quality of the programme:
35/40
European dimension:
7/10
Cost/efficiency:
17/20
Budget by action:
€
16
ACTIONS
Year I
Year II
Year III
TOTAL
1. Production
30.000
20.000
20.000
70.000
1.1. Creation and Print
Promo material
20.000
10.000
10.000
40.000
1.2. Creation and
Photography
Recipes/Products
10.000
10.000
10.000
30.000
213.500
216.500
216.500
646.500
2. Below the line
2.1. Actions Distribution
57.500
61.000
61.000
179.500
2.1.1. Digital Toolbox
20.000
20.000
20.000
60.000
2.1.2. Relation management
distribution sector
20.000
20.000
20.000
60.000
2.1.3 Incentives
17.500
21.000
21.000
59.500
2.2. Week of Vegetables and
Fruit
84.000
84.000
84.000
252.000
2.2.1. Competition ADL
Company of the Year
55.000
55.000
55.000
165.000
2.2.2. National Press
Conference
5.500
5.500
5.500
16.500
2.2.3. Press Tour
23.500
23.500
23.500
70.500
2.3. Free-publicity generator
20.000
20.000
20.000
60.000
2.4. ADL Presence at events
48.500
48.000
48.000
144.500
2.5. Posters Retail
3.500
3.500
3.500
10.500
3. Media
40.000
40.000
40.000
120.000
4. Agency costs executive
organization
36.500
35.500
35.500
107.500
4.1. Strategic and Creative
Concept
6.500
6.500
6.500
19.500
4.2. Right of use and
copyright during cooperation
4.000
4.000
4.000
12.000
4.3. Account management
26.000
25.000
25.000
76.000
320.000
312.000
312.000
944.000
Total Executing Agency
17
5. Actions VLAM
124.000
132.000
130.000
386.000
5.1. Delivery and
management content
nutritional information
6.000
6.000
6.000
18.000
5.2. Coordination, content
management and interaction
website
29.000
19.000
17.000
65.000
5.2.1. Coordination and
management content and
interaction website
10.500
10.500
10.500
31.500
5.2.2. Delivery blog texts
7.500
7.800
5.800
21.100
5.2.3. Adjustment website
11.000
700
700
12.400
5.3. Copywriting, lay-out
and print communication
material
19.000
19.000
19.000
57.000
5.3.1. Follow up press,
copywriting, layout
communication material
10.000
10.000
10.000
30.000
5.3.2. Print communication
material
5.000
5.000
5.000
15.000
5.3.3. Translation texts
4.000
4.000
4.000
12.000
5.4. Tastings
70.000
88.000
88.000
246.000
6. Evaluation costs
12.000
12.000
14.000
38.000
7. General costs
10.000
10.000
10.000
30.000
TOTAL
466.000
466.000
466.000
1.398.000
18
Co-financing plan:
€
CO-FINANCING
EU
YEAR I
%
YEAR II
YEAR III
%
TOTAL
%
233.000
50
233.000
50
233.000
50
699.000
50
PROPOSING
ORGANISATION
233.000
50
233.000
50
233.000
50
699.000
50
TOTAL
466.000
100
466.000
100
466.000
100
1.398.000
100
MEMBER
STATE
RESULT OF THE ELIGIBILITY AND QUALITY EXAMINATION
Remarks:
This proposal is a continuation of the ongoing EU co-financed All Day Long campaign
(2008-IM-486-BE (VLAM)-FRESH F&V) that ended on 5 August 2011.
Based on the evaluations during the first campaign focus in this proposal has strongly
shifted towards 'below the line' aspects of fresh fruit & vegetable promotion.
From a communicative point of view the brand All Day Long proofed to be taken up
quite well by the target group. Therefore this follow up campaign will emphasize more
on activating the target group thereby trying to enhance the consumption of fresh fruit
and vegetables amongst the target group.
Part of the programme will be executed by the proposing organization.
Programme eligible:
Yes/No
OPINION OF THE COMMISSION SERVICES
good/average/poor
(coherence between strategy and objectives,
quality of actions)
European dimension / added value:
Poor
19
Impact forecast and assessment methods:
good/average/poor
Cost-effectiveness of the programme :
good/average/poor
(relation between total cost and
anticipated impact)
Points awarded by MS:
81/100
Priority awarded by MS:
1/1
External consultant’s opinion:
non available
CONCLUSIONS
Observation(s) :
Recommendation(s) :
- To be accepted
20
Member State(s):
Bulgaria
“EU Fresh and Safe” Promotional programme for
fresh vegetables
Ministry of Agriculture and Food
Bulgarian Greenhouse Growers Association
(BGGA)
Not yet selected
Type of measure:
Promotion + information
Product(s):
Fresh vegetables
Czech Republic (CZ), Romania (RO) and Germany
(DE)
Duration:
2 years
Total budget:
2,548,255 €
15/09/2011
Yes/No
n.a.
Yes/No
organisation(s)
Yes/No
Yes/No
Yes/No
Yes/No
Yes/No
21
Yes/No
Yes/No
Yes/No
implementing body
Yes/No
Objective(s)
1. Inform on the quality and the safety of European fresh vegetables.
2. Re-build confidence in consumption of fresh vegetables, and encourage the purchasing
of European produce.
Strategy :
The programme will focus on quality, safety and the re-establishment of consumer
confidence in fresh vegetables. The programme will be represented by a very
recognisable logo and clear slogans such as: ’EU FRESH & SAFE’ and slogans will be
devised for the target groups with the aim to engage consumer interest and secondly to
instil a positive attitude for consuming fresh vegetables. In doing so the programme will
strive to actively encourage consumers to participate and make others aware of the
quality and the safety requisites that EU produce respects and is well known for.
The programme logo will be a visible driver in all of the programme activities and will
remind consumers that the produce being promoted is quality safe. Utilizing different
linguistic styles and professional photography with the programme slogans and the
information materials the target consumers will be reminded, impressed and given
confidence to consume quality fresh vegetables and make them a part of the daily
alimentation needs.
The focal point of the programme campaign is the consumer as an individual having
particular alimentary requirements. The actions will aim to address consumer awareness
and provide information. After an initial period of design, development and production of
programme information materials, the programme looks toward participating in the
recommended exhibitions in order to establish strong trade contacts with new and
22
existing stakeholders. Specific attention will be paid to including activities that will be
addressed to consumers in countries and areas that were directly affected by the outbreak
on fresh vegetable consumption. These activities will include the following:
Matchmaking events (B2B): exhibitions and/ or institutional meetings
Events: public events and conferences open to consumer associations/representatives;
thematic meals arranged in representative places, educational/informative meetings and
seminars, visits to production places, degustations in supermarkets.
Target group(s)
Households (women, families, elderly consumers)
Themes:
Active involvement in the campaign ‘EU FRESH & SAFE’ and in doing so, stressing
attention of the labelling, safety and quality of European fresh vegetables, the taste and
variety are particular for a balanced daily alimentation.
Consumers will be awarded quality and security when consuming fresh vegetables.
Information material on the reliability, the flavour and the safety of the produce will be
disseminated in different ways. Informative leaflets, interactive web portal, advertising
campaign on media, activities in supermarket and in other selected public places are
some of the actions for informing consumer target groups regarding the particularities of
the produce.
Women are always interested in having more information and clarifications about the
hygienic food procedures, and in general, about the safety of European fresh vegetables,
as direct consumers and especially in a family context where they look after children. A
balanced diet and high consumption of fresh vegetables is, highly recommended by all
nutritionists and is particularly important in some phases of life such as the growth
period.
Elderly consumers focus more on quality produce and tend to eat more fresh vegetables
dependent on their affordability, more often than not they are the highest consumers. ‘EU
FRESH & SAFE’ will be the working slogan and be of interest to all the target groups as
outlined in the programme.
‘Eat easy’
‘Fresh vegetables. Quality, safe choices’
The consumers will be the focal point of the informative campaign and they will be
involved in the programme advertisement campaign. Consumers will be part of different
steps of assessment and awareness activities: by the evaluation of programme
effectiveness and monitoring also the sharing of information (word of mouth much more
relevant in particular target groups such as housewife and elderly people).
Other messages as the freshness of the produce, the quality and the availability of
different produce will be disseminated with different advising activities.
Aspects covered :
quality
safety of food
nutritional values
health impacts
labelling
23
Messages to be conveyed :
- Produce is natural and fresh
- Quality taste (safety, value and taste, production methods, environmental protection)
Anticipated impact:
The expected impact of the programme is:
To increase consumption / demand of fresh vegetables
To promote a “five-a-day”-type approach
To increase daily fresh vegetable consumption by children and youths.
Improve the image / awareness of produce as being fresh, natural and good quality
To promote fresh vegetables as a part of a balanced diet
The expected impact relates directly to the objective of the programme:
24
1. To improve the image of the products as being “quality fresh” and “naturally safe”,
and encourage their ongoing consumption.
Demand:
Specific: Increased consumption /demand; this will be reflected by an increase in sales,
increase in consumption and increase in internal trade with the targeted markets. Increase
in demand will be measured throughout the 24 month duration of the programme at
regular intervals which will be the end of each programme year phase. Increase will be
achieved due to the fact that consumers will be actively informed and convinced that
these products are nutritious, tasty, easy to use and readily available all year round to
purchase and consume.
Measurable: Demand will be measurable as results and statistics become available. Interim
results regarding trade will be the result of specific questionnaires to the target group of
distributors and producers after matchmaking activities and after meetings at scheduled
exhibitions. The specific questionnaires will be conducted throughout each of the programme
phases; the questionnaires are discussed in detail in the section below “Evaluation of the
programme”. The tables below indicate the total measurable share and the measurable share for
each of the selected products in the programme, these estimates are conservative and are based on
previous year actuals and forecasted assessments of the targeted cities/population and targeted
groups, professions and age brackets of consumers.
Achievable: it is anticipated from the activities foreseen in this proposal regarding
information distribution, participation at exhibitions, samplings and/or degustations
among others will see a rise in demand from all consumer target groups for all the
products in the proposal.
Relevant: advertising tools for this programme are result oriented and fit to achieve
programme objectives of increasing demand.
25
Time bound: the 24 month programme supports the measures and activities for the
expected impact of increasing demand in the target markets. The activities are detailed
and considered for real time implementation in the time schedule.
Consumer awareness:
Specific: Increased awareness of produce recognition, varieties of produce available, the
quality and nutritional characteristics and how to prepare and consume the produce. This
will be achieved specifically by the comprehensive website, information materials, point
of sales degustations and samplings etc.
Measurable: Improvement of consumer awareness will arise through the implementation
of the measures and activities throughout the duration of the programme. This will be
measured by collecting survey questionnaires that will be completed at point of sales and
where possible at other programme activities the expected impact here is a predicted rise
of consumer awareness between 10-20%, dependent on the targeted consumer and
differing need of consumption. Target groups will be defined and pre-tested at the
beginning of the programme and then re-questioned after the first phase to determine the
actual rise in product awareness.
Achievable: Website information continuously updated, e-mail and other communication
tools giving consumers product information and confidence, of where to buy, how to eat
and nutritional information.
Relevant: other instruments are in place to reach the target groups, consumer information
such as leaflets, media broadcasts and events such as degustations and seminars. The
different tools utilised allow the programme to cover all the target groups in order to
achieve the programme objectives. Questionnaires and other survey measures indicated
will also pay particular attention to young consumers and families not only because they
are potential consumers but also because of the opportunity allowed to provide
information regarding new and good consumption choices.
Time bound: the activities as shown in the time schedule allow for the measures and
activities to realise the expected impact of consumer awareness in the time frame
allocated.
Evaluation of the Programme
The evaluation is a significant component of the programme as it will assess (at the end
of each project phase) whether or not the measures and actions, fulfill the objectives.
All processes related to the Evaluation of the programme will be conducted by an
independent body that will be selected on proven experience regarding technical capacity
and professional experience of the staff and experts who will conduct the data collection,
analysis of the programme. The technical capacity of the Evaluators will be assessed on
the basis of expertise, knowledge, efficiency, experience and reliability in the following
areas;
Expertise in data collection techniques
Expertise in data analysis and data interpretation
Excellent reporting skills
The overall objectives of the “EU Fresh & Safe” programme are to:
1. Inform on the quality and the safety of European fresh vegetables.
2. Re-build confidence in consumption of fresh vegetables, and encourage the purchasing
of European produce.
The evaluation tasks follow the EU guidelines expressed in the “European Commission
green Paper on promotion measures and information provision for agricultural
26
products”. Hence they are structured into the following steps: identify, monitoring,
evaluating results and reporting.
Identification
This is the initial phase expressed by an analysis of social and demographical indicators
as well as the analysis of general context, the demand situation and market trends.
Weight of consumer purchasing/per capita:
The market trends /changes /sensitivities in respect of the activities.
Analysis and scope of activities
Foreign trade and produce availability
The evaluation will focus on the specific and well defined target groups
Young consumers
Households (all ages)
The evaluation on target groups and market trends will be monitored by the following
indicators. These are examples only as there will be a comprehensive analysis to cover all
aspects as required by this evaluation.
The production in comparison to consumption: market trends of fresh products,
production trends of fresh products
The appeal of fresh food on young people: average fresh food consumption by age
group
A well balanced diet: obesity and young obesity on total population.
Monitoring
This phase is oriented in measuring the effectiveness of the programme against SMART
analysis. Information will be obtained by periodic sample surveys on target population,
as well as the evaluation of all programme measures and activities.
A questionnaire will be developed and used as an effective communication tool. The
questionnaire will be considered along with other instruments of the project such as the
website in order to survey consumer confidence and awareness in buying FFV’s. It is
intended that there will be interviews or focus group discussions, however at this stage
these may be directed towards particular targets traders, distributors and producer groups.
The questionnaire will need to consider the following parameters in order to fulfil the
quantitative and qualitative requirements of the evaluation
Awareness
Interest / Buyability
The following steps will be considered:
1. How the questionnaire will be administered
2. Formulation of questions, language testing
3. Questionnaire layout / printing
4. Pre-test questionnaire
5. Follow-up and review / re administration of questionnaire
6. Collection, storage and data entry of result
7. Analysis, reporting and review
8. Recommendations and conclusions
Some example questions that may be included in questionnaires:
(Questions will be reviewed / pretested / and discussed may include more or less)
27
i. Familiarity with fresh vegetable produce? (Pictures of produce being promoted)
ii. Frequency of eating fresh vegetables? (Please indicate from list provided)
iii. Preference for either fresh vegetable? (Please indicate from list provided)
iv. Have you noticed the labelling?
v. Do you understand it?
vi. How many of these fresh vegetables do you eat a day? (Please indicate from list
provided)
vii. Have you seen this produce being advertised? If so where? (list of media)
viii. Do you require further produce information? (Yes / No)
ix. Age –bracket? (tick boxes)
x. Sex (M/F)
Evaluating results and Reporting
Data will be gathered from the market trends and the questionnaire surveys after each
programme activity and then results, comments and all other information gathered will
need to be recorded and elaborated this will be the PCA (Principal Component Analysis)
analysis, that is a statistic process that enables the creation of synthesis indicators of
qualitative and quantitative aspects to be monitored. The creation of these macro
indicators will help to define further scenario and provision trends of the consumption of
the promoting products. This quantitative and qualitative analysis will even establish
criteria to evaluate the success of the entire programme
Reporting will occur according to the stage and phase of the programme and appropriate
recommendations will follow as is usually the case in such programmes. Interim reports
will be reported and discussed at programme Monitoring Group meetings where
necessary changes as required or are appropriate are made to programme activities.
Interim and Final Reporting structure will/can include:
Brief description of the program
Description of the report
Objectives of the programme
Detailed assessment of the activities of the period covered in the report as they have
occurred.
Measurement of Results of Actions
Analysis of quantitative and qualitative data
Financial Issues
Overall Assessment of the Measures implemented in the period covered
Concluding remarks and recommendations
Appendices and Attachments
The Project evaluation is expected to have the following reporting phases:
First Phase
Design Phase (questionnaires and interviews)
Data Collection and Analysis
First Phase Interim Report
Second Phase
Questionnaires and interviews
Data Collection and Analysis
Final Report, Results & Recommendations
28
30/30
36/40
European dimension:
10/10
Cost/efficiency:
19/20
Budget by action :
€
29
Co-financing plan : €
30
Remarks:
In application of Article 7(1) of Regulation 3/2008 the Member State concerned shall
examine the conformity of the proposals for programmes with the relevant guidelines and
also check that the programme offers value for money.
In application of Article 1 par.2 of Regulation 501/2008 "Programme" means a coherent
set of operations of a scope that is sufficient to contribute towards improving information
about, and sales of, the products concerned.
In application of Article 8(2c) of Regulation 501/2008, proposed programmes shall
contain sufficient detail to enable their compliance with the applicable rules and their
cost/benefit ratio to be evaluated.
In application of Article 19(1) of Regulation 501/2008 an annual report must contain an
evaluation of the results obtained.
However,
- it should be more clear what are the objectives of the programme. Are these only the
information objectives?, or also the sales objectives? This should be clarified so that also
the character of the programme can be correctly defined as of a mixed character or purely
"information"; objectives are defined in a different and inconsistent manner on pp. 17,
33, 34, 35, 64, 66. If the commercial element (increase of sales) is to be one of the main
objectives of the programme, it should be more clearly explained on p. 64 what is the
expected increase of value after each phase of the programme. Similarly, the increase of
consumer awareness should be defined precisely and unambiguously for each target
group.
- it should be clearly defined in values/quantities what are the levels of exports from
Bulgaria to all the target markets of the products to be promoted; this is especially
important to be able to measure the commercial effect of the programme (increase of
sales); in the market study data for Latvia and Lithuania are provided instead of Czech
Republic and Romania (15 and 16), please correct this element;
- on p. 68 the evaluation method should contain a provisional timetable of the foreseen
measurements, and their technique, on how big samples it would be preformed and how
many times. If the programme should also have commercial objectives, it should be
better explained by which statistical means this would be measured.
Moreover there are the following remarks concerning the actions:
- on p. 52 personnel type and hourly rates of the "promoters" and the "chief promoter
should be provided, moreover the item "logistics and product tasting in POS" should be
31
described more in detail with the indication of how much of which product would be
distributed, and that it would be purchased at factory prices;
- on p.53 it is mentioned that winners of the carving competition will be invited to the
manufacturing places – please indicate the cost of this action;
- on p. 54-55 it should be confirmed that the four persons travelling for each event from
Bulgaria do not work directly in the Proposing Organisation, otherwise these costs
should be included in the overheads; the costs of the accommodation should be justified;
finally, please define in a clear way how many days each event will last;
- on p. 56 it should be confirmed that the 5 producers that would take part in the
workshops, do not work directly in the Proposing Organisation, otherwise these costs
should be included in the overheads; moreover it should be explained where the article
for the event would be published and if its cost is justified as it should contain only 300500 words; are these workshops going to take place at each fair?, and if so, is their cost
foreseen for each fair? Is the unit cost of the "hostesses" justified – please indicate
personnel type and hourly rates of the "hostesses" and reduce this cost if it exceeds the
normally practiced fees for this type of service in the given markets;
- on p.57 it should be explained better why the indicated websites have been selected; are
they for instance the most frequently appearing ones in the most popular search engines?
- on p.62 it should be described more in detail according to what key the invitees would
be selected, what would be the task of the "master chef", in which locations/cities the
dinners would take place and if the unit cost of the "ushers" is justified – please indicate
personnel type and hourly rates of the "ushers" and reduce this cost if it exceeds the
normally practiced fees for this type of service in the given markets;
- on p. 63 it should be described more in detail how the invitees and the places of interest
would be selected, moreover where the article for the event would be published and if its
cost is justified as it should contain only 300-500 words
Programme eligible:
Yes/No
First observations to be communicated to MS:
good/average/poor
(coherence between strategy and objectives, quality of actions)
good/ average / poor
32
Yes/No
Cost-effectiveness of the programme:
good/ average / poor
95/100
1/1
no external consultant's opinion
CONCLUSIONS
Observation(s) :
The programme can be accepted provided that all the above observations are taken into
account and a clarification is provided to the questions made by the Commission services
concerning various points of the programme, indicated above. Failure to provide
satisfactory explanations or information to all the above listed remarks will result in not
retaining the proposal because it will be in breach of the articles of the Regulations
3/2008 and 501/2008 presented right before the Commission's remarks.
A letter requesting additional information was sent to the Bulgarian authorities on
22/09/2011 (Ares(2011)1012963).
The Bulgarian authorities submitted their reply on 29/09/2011 by e-mail.
All the Commission's observations were taken into account and satisfyingly addressed, a
note to the file describes the replies received.
Recommendation(s) :
To be accepted
33
Member State(s):
Germany
Informations- und Absatzförderungsprogramm für
frisches Obst und Gemüse in der Bundesrepublik
Deutschland nach VO (EG) Nr. 501/2008 in
Verbindung mit VO (EG) Nr. 688/2011
Bundesanstalt für Landwirtschaft und Ernährung
(BLE)
5 am Tag e.V. in cooperation with
Bundesvereinigung der Erzeugerorganisationen
Obst und Gemüse e.V. (BVEO)
Obst- und Gemüsebüro Holland
Flanderns Agrar-Marketing Büro (VLAM)
Deutscher Fruchthandelsverband e.V. (DFHV)
trio-market-relations GmbH
Type of measure:
Information and promotion
Product(s):
Fresh fruit and vegetables
Germany
Duration:
3 years
Total budget:
1.440.000 €
15.09.2011
Yes/No
Yes/ No
The implementing body (IB) selected for the new internal market programme MI-2011DE-506 would also implement the programme presented under regulation 688/2011. No
additional competitive procedure was organised. This exception was granted by the
COM in its letter Ares(2011)935097.
Yes/No
n.A. (programme 50% EC/50% proposing organisations)
organisation(s)
34
Yes/No
Yes/No
Yes/No
Yes/No
Yes/No
Yes/No
Yes/No
The campaign for the internal market by the same proposing organisation (MI-2011-DE506) will focus on healthy living at work. The new proposal is supposed to complement
the programme by focusing on the POS.
Yes/No
The 5 am Tag e.V. is an organisation that regroups stakeholders from the private sector
as well as from the health sector with the aim to increase the daily intake of fruit and
vegetables to at least 650 g. On the level of wholesalers, the members of 5 am Tag
account for a market share of 80 % (list of members provided).
BVEO has a turnover of 3 billion € (out of which 1,9 billion € related to fruit and
vegetables). Union of producer associations at national level (list of members provided).
DFHV is the top level organisation for all German businesses in the trade of fruit and
vegetables. Its members account for 70% of turnover of fresh fruit and vegetables in
Germany (list of members provided).
Obst und Gemüsebüro Holland is the marketing agency of the Dutch fruit vegetable
sector and proposing organisation for the Dutch 2x2 fruit and vegetables EU co financed
campaign (list of members provided).
VLAM is the marketing agency of the Flemish fruit vegetable sector and proposing
organisation for several EU co financed campaigns (list of members provided).
implementing body
Yes/No
35
Objective(s)
Increase consumption of vegetables, especially leafy vegetables , cucumbers and
tomatoes
Regain/strengthen consumer confidence and consumer demand
Compensation of the losses experienced by production and trade sector
Success of the campaign will be measured against the market penetration
(Käuferreichweite) regarding salads, cucumbers and tomatoes. The aim is to reach precrisis levels.
Method: Census (Marktdatenerhebung) following market analyses by AgrarmarktInformations-Gesellschaft mbh (AMI) on the basis of the GfK household panel.
Strategy :
Uncertainty among consumers remains very high. Every second German consumer
changed consumption behaviour due to the EHEC crisis (Emnid poll). Nobody can
provide the confirmation that fruit and vegetables (F&V) are 100% safe. Taking this into
account, a campaign promoting the consumption of F&V might be criticised of either
ignoring the danger or of playing it down. On the other hand, there is a huge demand for
credible information about a healthy and balanced diet, especially in the current situation.
The evaluation/review of the EHEC crisis should not be the focus of the campaign, the
focus of the campaign should be placed on intrinsic values of fresh fruit and
vegetables:
-emotions and pleasure when eating
-health
-safety, controls, traceability
The participating organisations have already started joined efforts and
implemented actions on the German market financed out of their own budgets and
with some federal support. The actions of this new proposal will build on this.
The aim is not let the good results obtained by previous campaign for F&V be ruined and
to prevent a downgrade in the consumption patterns of consumers.
Target group(s) :
Consumers in general
Women (heads of households) with children
Themes :
Main theme will be the benefits consumers can get out of eating F&V 5 times a day:
36
F&V are fresh and healthy
F&V and the pleasure of eating "problemlos genießen"
"Do the right thing for my family"
Essential ingredients for healthy living
Hygienically correct treatment of fresh F&V
Aspects covered :
quality
safety
nutritional values
health impacts
The campaign communicates
that F&V in Germany are safe
what politics, agriculture and trade are doing to increase transparency
that Germans should eat more F&V
A clear reason for consuming F&V is provided. F&V are healthy because
They contain all vitamins and minerals essential for life
The safety of products is regularly and systematically checked
Actions are targeted at POS.
1) Big outdoor posters (18/1) next to POS
This is the main action of the campaign. The action will take place in spring when the
season for fresh F&V kicks off.
Details: 3.179 outlets in 1.834 cities with 4.722 poster areas. 3 different motives.
Production of 30.000 posters in total. 314 GRP per city per flight. Coverage: 94% of
household heads equivalent to 32,64 million people. Total GRP: 1.568,4
Budget: 414.000 € per year, 1.440.000 € overall
2) POS "action weeks"
Only preparatory work (establishing contacts with POS, conceptual design of the
ativity etc.) is part of the programme. There are no costs involved in the actual "action
weeks" which will be financed and implemented by the POS themselves.
The aim of the action is to motivate the participating retailers to initialise campaigns
with emphasis on fresh F&V themselves (outside the EU co financing.) These
campaigns could consist in tastings and "Zweitplazierungen" (placement of fresh F&V
at a second location within the shop) to raise awareness for the products. 5 am Tag
material can be used. (The EU Logo would not be displayed at the tasting stands as
tastings would take place outside EU campaign budget).
37
Budget: 10.000 € per year, 30.000 € overall
Increased awareness for the "action weeks" will be generated using
-above mentioned POS poster campaign (action 1)
-additional activities of producers (flyers, stickers on products, leporellos attached to
products etc) to announce the action weeks and draw attention to it
-PR: The action weeks will also be communicated via the accompanying media work
3) Media Work
The topic “EHEC” moves journalists as well as consumers. Information regarding
hygiene and product safety are eagerly taken on and listened to.
Basic mediawork will consist in a press kit that is kept up to date over the campaign
period and in press- and picture services. Focus of media work on springtime when
season for fresh F&V starts. Media targeted: daily press, magazines, radio, TV
(specialised press, nutrition, family, cooking, lifestyle, retail and trade sector) with a
guaranteed print edition of 4 million.
1 Expert telephone-pressconference per year with 4 experts and at least 10 media
represented (generating 2,5 million print impressions)
1 Emnid poll per year in relation to the F&V and healthy living. The results will be
used to generate relevant news
online PR. Dissemination of 5 texts per year to at least 100 portals with 3 million
visits in total
The results of the press work will also be published on www.machmit-5amtag.de
Justification of Budget:
According to a study by GfK, 70% of consumers decide what to buy only at the POS.
Hence, marketing and promotion activities at the POS can have a high impact on
consumer decisions.
Anticipated impact:
Synergies with the current promotion programme (506) will be created. The current
programme motivates consumers to change their behaviour/consumption patterns at the
work place/at school. The new proposal will additionally target these consumers at the
POS where they are motivated to buy F&V. For the first time, the cooperation with
several representative sector organisations allows for a nationwide consumer campaign at
the POS.
Overall aim is to take market penetration (Käuferreichweite) for salads, cucumbers and
tomatoes back to pre-crisis levels. This will be tested via a census following a market
analyses conducted by AMI (Agrarmarkt-Informations-Gesellschaft mbH).
Further evaluation methods include:
38
Motive-test for poster campaign (group discussion, 10 persons) conducted by an
external body
Sales statistics at participating POS conducted by an external body
Internet monitoring by the IB using common tracking methods to follow up on the
evolution of consumer confidence: Media resonance analyses (quantitative and
qualitative) of media reporting will be done on a regular basis. Page impressions and
visits on www.5amtag.de will be tracked.
30/30
38/40
European dimension:
10/10
Cost/efficiency:
20/20
Budget by action :
€
ACTION
Year I
Year II
Year III
TOTAL
1) POS Plakatierung
414.000
414.000
414.000
1.242.000
2) Action weeks
10.000
10.000
10.000
30.000
3) Media work
40.000
40.000
40.000
120.000
Total action costs
379.000
379.000
379.000
1.137.000
Costs for security
3.000
3.000
3.000
9.000
Evaluation
13.000
13.000
13.000
39.000
Total direct costs
388.350
388.350
388.350
1.165.050
Overheads
11.650
11.650
11.650
34.950
TOTAL
480.000
480.000
480.000
1.440.000
CO-FINANCING
YEAR I
%
YEAR II
YEAR III
%
TOTAL
%
EU
240.000
50
240.000
50
240.000
50
720.000
50
MEMBER STATE
---
0
--
0
---
0
---
0
PROPOSING
ORGANISATION
240.000
50
240.000
50
240.000
50
720.000
50
Büro NL:
324.000
BVEO:
216.000
DFHV:
115.000
VLAM:
64.800
39
TOTAL
480.000
100
480.000
100
480.000
100
1.440.000
Remarks:
The financial contributions to this programme stem from 4 organisations (O. und G. Büro
Holland, BVEO, DFHV, VLAM) out of which all but VLAM are 5 am Tag members.
The currently running programme by 5 am Tag came to an end on 14/09/2011. A new
programme was approved in the internal market round this year (MI-2011-DE-506). The
contract has however not been signed yet as 5 am Tag will not be able to secure the
approved budget because of the EHEC crisis, as income from membership fees dropped.
5 am Tag submitted a request to the Commission to extend the delay for signing the
contract in order to have time to adjust the programme. 5 am Tag notified the COM that
the overall programme budget of MI-2011-DE-506 will have to be reduced.
Programme eligible:
Yes/No
Objectives and Result/Impact measurement
1) Part of the programme's objectives consist in an increase of per capita consumption
and sales of fruit and vegetables, with a focus on salad, tomatoes and cucumbers. Success
of the campaign will be measured against the market penetration for these products
which shall be brought back to pre-crisis levels. Please provide additional quantitative
data on the targeted increases in market penetration and/or sales and per capita
consumption so as to guarantee the SMART formulation of the objectives.
Financing Table
2) The indicated financial contribution of VLAM is lower in the financing plan than in
the declaration "Selbstauskunft" signed by VLAM. Please clarify and provide the correct
figures.
good/average/poor
quality of actions)
POs from 3 different countries unite
their efforts to improve the market
situation on one of their most
important markets.
Similar campaigns are running in
several member states using very
40
100
similar slogans, easy to recognize for
consumers during e.g. holiday trips
Impact forecast and assessment' methods
satisfying
good/average/poor
anticipated impact)
98/100
1/1
CONCLUSIONS
Observation(s) :
A letter requesting additional information (Ares 1012598) was sent to the German
authorities by DG AGRI D4 on 23 September 2011.
The German authorities submitted their reply by e-mail on 29 September 2011 (Ares
1030595).
All the Commission observations were taken into account and the German authorities
satisfyingly addressed the different issues raised by DG AGRI (see file note).
Recommendation(s) :
[- To be accepted
41
IDENTIFICATION DU PROGRAMME:
Etat(s) membre(s):
SPAIN
Titre du programme:
"HOLA CALIDAD !"
Organisme(s) compétent(s):
Ministerio Medio Ambiente Marino y
Rural( MARM)
Organisation(s) proposante(s):
UPA (Unión de Pequeños Agricultores)
Organisme(s) d’exécution:
AGROPROMOTION sprl
Type de mesure:
information/promotion/mixte
Produit(s):
Fruits et Légumes frais
Pays ciblés:
Allemagne, Pays-Bas, Espagne
Durée:
36 mois
Budget total:
4.232.380 euros
Proposition reçue le:
13 septembre 2011
CRITÈRES D’ÉLIGIBILITÉ :
Respect du délai de présentation du programme par EM:
oui/non
Organisme(s) d’exécution sélectionné(s) par une procédure compétitive
oui/non
Engagement écrit et signé pour le cofinancement par EM
oui/non
Engagement écrit et signé pour le cofinancement par
l’/les(s) organisation(s) proposante(s)
oui/non
Le programme est composé d’un ensemble d’actions cohérentes
oui/non
Actions non liées à l’origine ou aux marques privées,
à l’exception des désignations basées sur réglementation
communautaire
oui/non
Le(s) produit(s)/pays cible(s) sont éligibles
oui/non
Conformité à /aux ligne(s) directrice(s)
oui/non
42
AVIS DE L’ETAT MEMBRE/DES ETATS MEMBRES :
Confirmation du respect de la législation nationale et communautaire :
oui/non
---------
---------
Lien des actions proposées avec d’autres actions nationales
et/ou communautaires d’information/de promotion (par EM)
oui/non
N/A
Confirmation de la représentativité de(s) l’organisation(s) proposante(s)
du/des secteur(s) concerné(s)
oui/non
Confirmation de l’efficacité technique et financière
de(s) l’organisation proposante(s)
oui/non
---------
---------
Confirmation de la capacité technique et financière
de l’organisme d’exécution
oui/non
DESCRIPTION DU PROGRAMME :
Objectif(s) :
1. Improve the image and the awareness that quality fresh fruit and vegetables are guaranteed
safe.
2. Re-build consumer confidence to encourage the purchasing of European fresh fruit and
vegetables.
Stratégie :
This programme is addressed to the internal market as European consumers are the most
effected by the outbreak of the e.coli crisis and because the internal horticultural market is
still being affected in terms of commercial trade, not yet having regained pre-crisis levels. The
EU market also represents the most important market for Spanish fruit and vegetables. The
strategy will focus on recovering the consumer confidence for the consumption of fresh fruit
and vegetables after the recent e.coli crisis that has affected this sector. The focus of the
campaign will be on the safety and quality aspects of fresh fruit and vegetables.
The information/promotion programme will link the programme objectives and utilise
messages that are clever and effective as slogans with a play on the acronym FFV’s.
FFV’s – Fresh Fruit and Vegetables to emphasise that
Five FFV’s are 5 good reasons to enjoy your day
FFV’s are labelled for your safety
FFV’s. Cruuuunch Natural Quality
FFV’s, what are your 5 FaVourites?
43
FFVroooom…………….for get up and go
The slogans will be all accompanied by professional food styled photographs of fresh
seasonal fruit and vegetables; every crop season will be covered in order to show consumers
that fresh fruit and vegetables are available at any time of the year.
The programme strategy for DE and NL will be consumer oriented and will aim to have a
multiplying effect. For example, the “Quality on Wheels” promotional trailer will give the
consumers an opportunity to sample the available fresh seasonal produce and the promotional
material used in the activity will act as recognition to remind them of the other programme
activities.
The strategy will be based on awareness through advertising and information activities in
order to re-gain consumer confidence to consume European fruit and vegetables.
Another programme tactic will be to establish a contact or recognition between the
producers and the consumers. Many consumers are unaware of where or how the produce is
grown. This happens more often with the young generation. Informing the consumers
correctly, providing information on European safety criteria, on the place of origin and on all
the efforts that are made to produce gives consumers of all ages a different appreciation of the
produce, and the quality.
An important part of the programme strategy will be to provide specific recommendations
on the produce such as: when a product is available, seasonal variety, how to match natural
flavours of fruit and vegetables, how to properly preserve natural products. Helping
consumers in making informed choices will encourage consumers to improve their focus on
quality and enjoy the nutritional aspects of fresh fruits and vegetables.
Cibles :
Households (all age groups)
Young – children in educational establishments (primaire-secondaire)
Thèmes :
1. Active involvement in the campaign by encouraging the target groups to be aware about
the EU guarantee of safety and quality. Highlight to consumers that EU food labels are a
tool to identify quality. EU labelled fruit and vegetables are an easy way to recognise safe
and high quality produce, Consumers will be informed about labelling and how EU
products are quality checked from “farm to fork” guaranteeing them safety and best
choice.
2. Purchasing EU produce also assists the short food chain supply. It will be gain consumer’s
attention regarding the European particularities of production. Safety means not only better
controlled produce, but it means better environmental choice in harvesting and producing.
3. Promoting a seasonal approach and a smaller distance product purchase (short supply
chain) will promote positive effects for the European environment. By adding fresh fruit and
vegetables to the daily diet not only will it help consumers maintain a balanced diet but
also Europeans help by investing in the future of European producers.
44
4. Flavour and seasonal products are the basis of European cuisine and food-style.
European fruit and vegetable producers are the guardians of EU quality traditions. Advising
consumers and tasting different varieties of fruit and vegetables, combining and re-covering
old recipes and learning that quality food is one of life’s enjoyments.
Aspects couverts:
qualité
sécurité alimentaire
méthodes de production spécifique
aspects nutritionnels
aspects sanitaires
étiquetage
image des produits communautaires
Messages à communiquer :
The main messages as indicated below have been formulated to be used as potential
programme slogans that will feature on the various advertising measures throughout the
programme. These messages will support and be the thread throughout the entire
programme which will link the theme, objectives and all activities of the programme.
Fresh Fruit and Vegetables (FFV)
5 reasons to enjoy your day
Labelled for your safety
Cruuuunch natural quality
My 5 faVourites
EU guarantee of safety and quality
All messages to be used as slogans in the target countries will be based on “word play”
appropriate to each target country and the programme target groups. There will not be
just a translation of a message but more importantly the message itself will be such that it
delivers the correct advertising meaning and appropriate to the produce being promoted.
Actions, y inclus leur portée/volume et calendrier prévisionnel :
Toutes, et les mêmes, les mesures auront lieu dans les trois pays cibles. Le budget est
équilibré ans pour les trois: 1.627.935 euros sont destinés à l'Espagne (38,4%), 1.658.672 à
l'Allemagne (39,1%) et 945.771 aux Pays-Bas (22,3%) .
ACTION 1: CREATION DU LOGO DU PROGRAMME: Création d'image commune qui
se reflétera dans tout le matériel et activités du programme. Le slogan du Programme est
"¡Hola calidad!”, en tenant compte des aspects de l'environnement et du goût (EN– Hello
Quality!, DE- Hallo Qualität!, NL- Hallo Kwaliteit!)
45
PRIX : 10.200 euros (voir détails page 55 programme)
ACTION 2: PRODUCTION ET EDITION DU MATERIEL DE PROMOTION:
Brochures FL été/automne/hiver/printemps (18.000 euros), Folders (6.600 euros), PostersCalendars (21.900 euros)
PRIX : 46.500 euros (voir détails page 56-58 programme)
ACTION 3: CREATION ET PRODUCTION D'OBJETS DE PROMOTION :
Eventails (6.000 unités; 14.700), Sacs réutilisables pour shopping (6.000, 23.700 euros), Tshirt et casquettes (3.000, 48.000 euros)
ACTION 4: CREATION D'UN PORTAIL WEB:
Le contenu du site web sera disponible en allemand, néerlandais, espagnol et anglais.
PRIX : 74.300 euros (voir détails et ventilation coûts page 62 programme)
ACTION 5: PREPARATION DU MATERIEL TV-VIDEO:
Création et Production Annonce TV de 15 secondes (66.070 euros)
Création et Production de vidéo de 12 minutes (27.000 euros)
ACTION 6: PROMOTION DANS LES POINTS DE VENTE:
•
Centres commerciaux et /ou supermarchés à Berlin, Cologne, Amsterdam,
Barcelone, Madrid, 10 Points de vente par pays et 5 jours de promotion (total 50
jours, prix selon ville variable entre 95.500 et 106.500 pour les 50 jours) (total
612.000 euros)
•
Fruit Days dans 10 grandes villes espagnoles 68.500 euros par an, total de
205.500 euros); 10 jours par ville. Stands d'information et dégustation
d'échantillons dans différents endroits de la ville.
•
Fruit Days dans 4 aéroports espagnols; Stands d'information et dégustation
d'échantillons dans différents endroits de la zone commerciale de l'aeéroport.
•
(30.000 euros par an; 90.000 euros total) (Malaga, Palma de Mallorca, Madrid,
Alicante)
ACTION 7: ROAD SHOW "QUALITY ON WHEELS"
Action qui se réalise en Année 3. Camion décoré, attractions, hôtesses distribuent
échantillons; Amsterdam, Cologne, Munich, Berlin. 2 jours par ville. Durée totale du voyage
Amsterdam-Berlin-Amsterdam: 13 jours
PRIX : 161.360 euros (voir détails et ventilation coûts page 68-69 programme)
ACTION 8: PARTICIPATION A DES FOIRES ET EXHIBITIONS:
Fruit Logistica Berlin; Février 2013 et 2014 (71.040 euros)(stand 70 m2, 4 hotesses, 200
euros/hotesse/jour)
Degusta Barcelona Mars 2013 et 2014 (53.660 euros)
PRIX : 249.400 euros (voir détails coûts page 70 programme)
46
ACTION 9: MATCHMAKING WORKSHOPS:
Années 2 et 3, 7.500 euros par an. Activité qui se tiendra à Berlin en février 2013 et 2014 et
qui a comme but de développer les relations entre les entreprises de catering à grande échelle
(cantines scolaires, universitaires, distributeurs, associations de chefs cuisiniers), les
spécialistes en nutrition et les producteurs. Frais de déplacement prévus pour 10 producteurs.
ACTION 10:ACTIONS PUBLICITAIRES:
10.1 Online Internet Advertising on popular websites (99.900 euros pour les 3 ans)
10.2 Advertising in specialized magazines (416.340 euros/3ans)
10.3 Outdoor advertising (280.000 euros /année 2 et 3)
10.4 Transit advertising (bus, arrêts bus, métro etc): 3 villes en Allemagne (2 en Espagne, 1
en NL)x 100 points x 2-3 fois (prix 247.500 euros)
10.5 Television advertising: Entre 2 et 4 chaines TV par pays cible, dans des programmes de
cuisine (prix 251.400 euros) (voir détails des chaînes et franges horaires page 77)
PRIX : 1.295.940 (voir détails pages 72-77 programme)
ACTION 11: PUBLIC RELATIONS EVENTS:
11.1 Events/PR contacts with the media and advertising; 6 events avec journalistes, speakers,
buffet, publication d'articles suite à l'évenement.
11.2 Thematic dinners/PR contacts with Nutritionists (6/an prix de chaque diner 15 invités
8.550 euros)
ACTION 12: MISSIONS TO MANUFACTURING PLACES:
Missions pour 6 producteurs espagnols en Allemagne (19.500 euros), aux Pays-Bas (19.680
euros). Nombre total de missions 6.
ACTION 13: MASTER CLASS/TRAINING IN CULINARY SCHOOL:
Un chef maître fait une démonstration devant des chefs apprentis et des jeunes
consommateurs afin de leur apprendre à distinguer les fruits et légumes frais et les préparer. Il
sera accompagné d'un expert en nutrition qui expliquera les caractéristiques nutritionnelles
des fruits et légumes et les besoins diététiques journaliers. La séance sera enregistrée pour en
faire une vidéo.
Nombre de séances: 9 (=3/an) avec 30-50 participants par séance. (Prix par séance: 9.400
euros, par an: 28.200 euros)
PRIX : 84.600 euros (voir détails page 81 du programme)
Un calendrier reflétant les activités au long de chaque trimestre durant les trois années du
programme est inclus à la page 93.
Impact prévisible :
47
The foreseeable impact of the programme relates directly to the objectives;
1. Improve the image and awareness that quality fresh fruit and vegetables (FFV’s) are
guaranteed safe and
2. Rebuild consumer confidence to encourage the purchasing of fresh fruit and vegetables.
Estimations of increasing consumer awareness regarding the quality and safety of FFV’s will
be determined by restored consumption rates to pre crises levels and beyond. Further
increases in consumption will be measured during the programme at regular intervals and will
be reported in the interim reports at the end of each programme phase.
Estimated impact on purchasing / consumption
Trade Statistics (Exports) DG TRADE EXPORT - Spain
Indicators FRESH
Export Value (1000 €) Export Value (1000 €) Estimated Value (1000
€)
VEGETABLES
Years
2009
2010
2012
2013
2014
Pre-crisis actuals
Pre-crisis actuals
Estimated impact on
consumption based on 5%
increase due to programme
activity
527290.27
579977.58
608976.46
639425.28
671396.55
Germany
240444.82
281081.42
295135.49
309892.27
325386.88
Netherland
Trade Statistics (Exports) DG TRADE EXPORT - Spain
Indicators
FRUIT
Years
FRESH Export Value (1000 €)
2009
2010
Export Value (1000 €)
2012
Estimated Value (1000
€)
2013
2014
Pre-crises actuals
Pre-crises actuals
Estimated
impact
on
consumption based on 5%
increase due to programme
activity
Germany
770887.63
845723.91
888010.11
932410.61
979031.14
Netherlands
238919.64
263723.04
276909.20
290754.66
310292.39
The trend analysis to estimate the increase in consumption of fresh fruit and vegetables based on a 5%
increase on pre-crisis data from DG Trade Export Helpdesk, are forecast as a result of the planned
implementation of activities for the target markets. (A standard deviation of 0.5% is predicted because
of the volatility of the fresh fruit and vegetable market). These figures do not represent all fruit and
vegetable exports but the sum of the popular produce (such as tomato, courgette, aubergine, peach,
apricot, grapes, citrus, etc.) A trend of 5% increase in consumption is similarly forecast for the Spanish
market over the same period.
Target Countries
2010 est. consumption
of fresh fruit and
48
2014 est. consumption
after 3 yr. project (a net
rise in consumption of
Total estimated
consumption after 3 yr.
project on total
vegetables per capita
5 %) per capita (in kgs)
population (in tons)
Spain
167*
175.35
7,952,250
Germany
173**
181.65
14,576,760
Netherlands
165**
173.25
2,872,450
* Data source: Consumo de frutas y hortalizas en Espana, 2009
** Data source: EU Market information
(http://www.tradeportal.com/usrdata/siteadmin/Section3.9/FreshfruitandVeg.htm)
EU per capita consumption
Estimated per capita
consumption* (in
kilos)
Total estimated
consumption in EU in
2014 without project
implementation
Estimated direct
effects in the EU (after
2014) per capita
consumption (+0.7%)
(in tonnes)
175
Total estimated
consumption in EU
after the project
implementation
(in tonnes)
86,675.000
175.7
88,025,700
*Estimation based on Freshfel Consumption Monitor, 2009
Méthodes d’appréciation de l’impact :
Evaluation of the Programme
The evaluation is a significant component of the programme as it will assess (at the end of
each project phase) whether or not the measures and actions, fulfil the objectives.
All processes related to the Evaluation of the programme will be conducted by an
analysis of the programme. The technical capacity of the Evaluators will be assessed on the
basis of expertise, knowledge, efficiency, experience and reliability in the following areas;
Expertise in data collection techniques
Expertise in data analysis and data interpretation
Excellent reporting skills
Identification
This is the initial phase expressed by an analysis of social and demographical indicators as
well as the analysis of general context, the demand situation and market trends.
Weight of consumer purchasing/per capita:
The market trends /changes /sensitivities in respect of the activities.
Analysis and scope of activities
Foreign trade and produce availability
The evaluation will focus on the specific and well defined target groups
49
Young consumers
Households (all ages)
The evaluation on target groups and market trends will be monitored by the following
indicators. These are examples only as there will be a comprehensive analysis to cover all
aspects as required by this evaluation.
The production in comparison to consumption: market trends of fresh products, production
trends of fresh products
The appeal of fresh food on young people: average fresh food consumption by age group
A well balanced diet: obesity and young obesity on total population.
Monitoring
Information will be obtained by periodic sample surveys on target population, as well as the
evaluation of all programme measures and activities.
A questionnaire will be developed and used as an effective communication tool. The
questionnaire will be considered along with other instruments of the project such as the
website in order to survey consumer confidence and awareness in buying FFV’s. It is intended
that there will be interviews or focus group discussions, however at this stage these may be
directed towards particular targets traders, distributors and producer groups.
The questionnaire will need to consider the following parameters in order to fulfill the
quantitative and qualitative requirements of the evaluation
Awareness
Interest to buy
1. How the questionnaire will be administered
2. Formulation of questions, language testing
3. Questionnaire layout / printing
4. Pre-test questionnaire
5. Follow-up and review / re administration of questionnaire
6. Collection, storage and data entry of result
7. Analysis, reporting and review
8. Recommendations and conclusions
Some example questions that may be included in questionnaires:
(Questions will be reviewed / pretested / and discussed may include more or less)
i. Familiarity with fresh fruit and vegetable produce? (Pictures of produce being promoted)
ii. Frequency of eating fresh fruit and vegetables? (Please indicate from list provided)
iii. Preference for either fresh fruit or fresh vegetables? (Please indicate from list provided)
50
iv. Have you noticed the labelling?
v. Do you understand it?
vi. How many of these FFV’s do you eat a day? (Please indicate from list provided)
vii. Have you seen these produce being advertised? If so where? (list of media)
viii. Do you require further produce information? (Yes / No)
ix. Age –bracket? (tick boxes)
x. Sex (M/F)
EVALUATION DE L’ETAT MEMBRE/DES ETATS MEMBRES :
Intérêt général du programme :
26/30
Qualité et efficacité du programme :
24/40
Dimension européenne :
7/10
Coût/efficacité :
10/20
Priorité 1 sur le 2 programmes présentés.
BUDGET RÉCAPITULATIF :
€
PROPOSÉ AVANT LETTRE D'OBSERVATIONS
51
52
RÉSULTAT DE L’EXAMEN D’ÉLIGIBILITÉ ET DE LA QUALITE:
Remarques :
•
Ensemble cohérent de mesures, très variées, couvrant un large public.
•
Programme équilibré dans le sens que toutes et les mêmes actions ont lieu de manière
équilibrée dans les trois pays cibles.
•
Matériel de promotion pratique comme le sac écologique pour faire les courses
Eligibilité du programme :
oui/non
Premières observations à communiquer à l’EM :
53
- A l'action n° 4, création du site web durant l'année 1, un total de 18 bulletins informatifs
différents sont prévus. Il n'est pas clair si pendant les années suivantes 2 et 3, ce sont ces
mêmes bulletins qui seront visibles sur le site. Clarifier.
- Le coût/efficacité de l'action 11.2 "Dîners thématiques" ne semble pas suffisamment justifié
(200 euros/couvert) et le but semble déjà être couvert par l'action 9. Réduire le prix ou
éliminer cette action.
AVIS DES SERVICES DE LA COMMISSION :
Qualité du programme:
bonne/moyenne/non adéquat
(cohérence entre stratégie et objectifs, qualité des actions)
Dimension / valeur ajoutée européenne: bonne/moyenne/non adéquate
Impact prévisible et méthode(s) d’appréciation de l’impact:
Coût efficacité du programme:
Oui/non
(relation entre coût total et impact prévisible)
Points donnés par EM:
67/100
Priorité donnée par l’Etat membre:
1
Avis du consultant externe:
non applicable
sur 2
BUDGET APRES LETTRE D'OBSERVATIONS (MODIFICATIONS ACTION 11.2)
54
CONCLUSIONS:
Observation(s)
Recommandation(s)
A accepter
A letter requesting additional information (Ares 2011 –1104172) was sent by DG AGRI D4 to
the Spanish authorities on 2011/09/23.
The Spanish authorities submitted their reply by e-mail dated 201109/29 (registered under
Ares agri.ddg2.d.4(2011)1133677
55
All the Commission observations were taken into account and the Spanish authorities
satisfyingly addressed the different issues raised by DG AGRI.
Petites modifications du budget pour l'action 11.2
56
Etat(s) membre(s):
ESPAGNE
Titre du programme:
" WE CARE YOU ENJOY "
MARM (M.AGRICULTURE)
PROEXPORT et HORTYFRUTA
BULDING IDEAS S.L.
Type de mesure:
mixte
Produit(s):
Fruits et Légumes, notamment: brocoli, laitue,
concombre, poivrons et tomates
Etat membre(s) ciblés:
ALEMAGNE, ROYAUME_UNI et AUTRICHE
Durée:
3 ans
Budget total:
2.965.495 €
14.09.2011
oui
oui
oui
oui
oui/non
communautaire
non
oui
oui
57
oui
non
oui
oui
oui
La justification du programme, se trouve dans la crise de confiance des consommateurs des
fruits et légumes occasionnée par la bactérie E. Coli.
Objectif(s) :
-- Restaurer (renforcer) la confiance des consommateurs européennes dans le secteur des
fruits et légumes.
--Augmenter la consommation des F.et L. européennes.
Stratégie :
La 1ère phase du programme sera consacrée notamment à restaurer la confiance des
consommateurs quant à l'innocuité et la sécurité des f.et l, à démontrer que les fruits et
légumes n'ont rien à voir avec l'épidémie causée par la bactérie E. Coli. Des informations
seront données sur les processus de productions, techniques, contrôles, conditionnement,
logistique, distribution, traçabilité, etc.
Pour les deuxième et troisième phases, l'accent sera mis sur l'accroissement de la
consommation.
Pour faire passer les messages de la campagne on contactera des grands prescripteurs en
Allemagne ( Veronica Ferres, Tim Malzer, Ursula Karven , Becker ,Graf, Schumacher, etc.).
Cibles :
Ménages entre 25 et 65 ans
Cible: Allemagne 22,9 M.; Royaume Uni 16,9 M. et Autriche 2,4 M.
58
Thèmes :
Les légumes européennes sont sûrs et indispensables pour une diète saine.
Les légumes sont bons pour nos proches et pour nous-mêmes.
Aspects couverts:
qualité
aspects sanitaires
étiquetage
respect de l’environnement
Légumes d'Europe. Nous soignons, tu t'amuses.
Gemuse Aus Europa.
We care, you Enjoy
Allemagne:
-Cabinet de presse et de relations publiques. Elaboration des notes et communiqués de presse
lors de la campagne de commercialisation des différents légumes du programme. Les
contenus verseront sur la description des différents étapes de la production jusqu'aux
consommateurs afin de renforcer leur confiance (production, contrôle, logistique, distribution,
vente, traçabilité. etc.). Ces notes seront distribuées aux journaux, aux revues, aux chaînes de
distributions, à la presse spécialises, aux revues adressées aux acheteurs, presse on-line, etc.
L'impact prévu: 135 M. des contacts.
59
-Conférence de presse, pour présenter la campagne.
-Actions On-line afin de répandre toutes les informations et activités du cabinet de presse :
réseaux sociaux (Facebook, twitter, tuenti.etc), blogs; création de un microsite spécifique
(www.wecareyouenjoy.eu). Impact prévus:70.500 impacts.
-création de matériel à l'appui de la campagne: Création de 24 recettes par un grand chef en
Allemagne, matériaux photographique et d'information (1,2 M. des diptyques-triptyques).
-Grand prescripteur (voir stratégie)
-33 insertions, de ½ page en couleur, dans la presse écrite: revues mensuelles à grand tirage
(Essen & trinken et e&fur jeden Tag), et dans les revues de chaînes de la grande distribution (
Edeka, Rewe, Kaiser). Impact prévus:26,8 M.
-Promotion audiovisuel:
a) 252 insertions de 2 ou 3 spot par jour, pendant 1 ou 2 semaines, dans les principales
chaînes de radio (RPR1, FFN, FFH). Il y aura aussi un concours, dont le prix sera un voyage
sur la zone de production. Impact prévu : 128 M.
b) parrainage des programmes de TV de cuisine et insertion de 142 spots de 7 secondes
pendant les programmes. Elaboration du spot. Impact prévu : 266 M.
-Actions Relations Publiques RRPP:
a) Stand de 24 m² à l'exposition internationale GREEN WEEK (Berlin, janvier 2012 et
2013) adressé aux professionnels (grossistes, détaillants, importateurs, etc.)
b) 50 points de promotions, la 1ère année, auprès des consommateurs " OFF TRADE" dans
les 4 principales gares ferroviaires en Allemagne (Munich, Berlin, Hambourg et Cologne)
avec un stand mobile.
c) 120 points de promotions, pendant les trois années du programme, auprès des
consommateurs "ON TRADE " dans les parkings des grandes chaînes de distribution
(EDEKA, REWE et KAUFLAND) dans 5 grandes villes (Munich, Berlin, Hambourg,
Frankfurt et Cologne) avec un stand mobile.
d) SHOPPING CARST (caddy) publicité recto/verso dans 5.700 caddys de la grande
distribution a Berlin, Düsseldorf et Hambourg, pendant 24 jours/an pendant les 3 années.
Impacts prévus des actions RRPP 1,8 M.
-2 Voyages par an, lors des 3 ans, sur la zone de production, pour journalistes et associations
des consommateurs.
- 1 Méga poster de 120 m² pendant les mois de janvier et février de la première année au
centre de Berlin
Impacts prévus en Allemagne lors des trois ans de campagne: 300 M.
60
Autriche:
-Cabinet de presse: Le cabinet de presse Allemagne agira aussi en Autriche, mais sans frais
car les coûts sont déjà inclus dans le budget de l'Allemagne.
-Actions Relations Publiques RRPP (action similaire à elle menée en Allemagne) : 50 points
de promotions, par an, auprès des consommateurs "OFF TRADE" dans les 4 principales gares
ferroviaires (Vienne, Graz, Linz et Salzburg) avec un stand mobile.
Impacts prévus en Autriche pendant les trois ans de la campagne: 225.000
Royaume-Uni:
-Cabinet de presse et de R.R.P.P. Elaboration des notes et communiqués de presse, lors de la
campagne de commercialisation des différents légumes du programme. Les contenus
insisteront sur la description des différents étapes de la production jusqu'aux consommateurs
afin de renforcer leur confiance (production, contrôle, logistique, distribution, vente,
traçabilité. etc.).Ces notes seront distribuées aux journaux, aux revues des chaines de
distributions, à la presse spécialises, aux revues adressées aux acheteurs, presse on-line, etc.
- Actions On-line afin de répandre toutes les informations et activités du cabinet de presse:
réseaux sociaux (Facebook, twitter, tuenti.etc), blogs, différentes associations concernant : les
producteurs, les chercheurs, distributeurs, la presse spécialisée, acheteurs, revues
(commerciaux, gastronomiques, féminines, de santé, journaux, etc.). Impact prévus: 12 M.
-Insertions de 1 page couleurs dans les revues adressées aux consommateurs: BBC good
food, BBC olive magazine, Delicious magazine, etc.
- Participations à 4 événements de promotions adressés aux consommateurs de légumes, où
on peut déguster différents plats à base de ce produit : BBC Master Chef (Londres-nov.2012),
BBC good Food (Birmingham-nov.2013), Taste of London (juin 2014), Vitality Show
(London-mars 2014). Impact prévus: 70.000
- Ccréation de matériel à l'appui de la campagne: Création de 12 recettes à distribuer lors des
4 événements (150.000 copies de 12 x 15cm a couleur), matériaux photographique et
d'information
- Actions auprès des hôpitaux et centres de sante. Lors de la deuxième année, du matériel
d’information/d’éducation sur les avantages nutritionnels des consommations habituels de
légumes. Ce matériel sera élaboré par un nutritionniste de prestige, et distribué dans les 6.000
hôpitaux et centres de sante du R.U. Impact prévus: 16 M.
- 1 voyage par an, pour des journalistes, sur les zones de production.
61
Il n'y a pas d'indications quantitatives des impacts par objectifs du programme.
L'impact prévisible se limite aux contacts du public-cible (ménages entre 25 et 65 ans): 300
M., avec 1.400 GRP, avec une couverture moyenne de 20 % et un OTS de 68. Le coût moyen
par contact sera de 0,005 €. Le coût moyen par contact du groupe cible sera de 0,07€.
Sur base des deux objectifs du programme:
1° Renforcement de l'image des légumes auprès des consommateurs (1° objectif)
On fera des enquêtes auprès des consommateurs au début du programme et a la fin de chaque
phase, afin de suivre ses évolutions.
2° Augmenter la consommation des F.et L. européens (2° objectif)
On consultera les données officielles disponibles chaque année afin d'élaborer des rapports
d'évaluations
3° On évaluera les impacts chaque année afin de mesurer l'assistance aux différents
événements, distribution de matériel, quota d'audition o d'écran, etc.
26/30
21/40
6/10
Coût/efficacité :
10/20
BUDGET RECAPITULATIF:
2.965.495 € (1)
62
ACTION
Année I
Année II
Année III
TOTAL
102.683
89.413
72.094
264.190
2. Actions on linge (
Facebox…) et page web
44.926
28.979
29.006
102.910
3. Mater. promo.
28.427
19.319
5.801
53.547
4 Prescripteur
110.000
110.000
110.000
330.000
-inserc.presse ecrite
80.467
60.041
51.071
191.579
-inserc;TV
173.724
114.066
61.033
348.913
6 RRPP: Green week, ontrade, off-trade et shoppingcarts
173.105
151.068
151.195
475.368
6 voyages z. production
11.803
11.803
11.803
35.409
Méga posters( 4 mois)
58.200
58.200
-
116.400
TOTAL ALL
783.426
642.889
492.003
1.918.318
RRPP-of f-trade
37.826
37.826
37.826
113.479
TOTAL AU.
37.826
37.826
37.826
113.479
32.199
50.958
59.391
142.548
2. Inser. presse écrite
18.468
21.660
22.230
62.358
3 Evene..Conso.
32.926
53.075
52.429
138.430
4 Matériaux de promot
-
-
33.786
33.786
5 Hôpitaux et C. Sante
-
76.329
-
76.329
2 Voyage Z. produc.
-
-
9.206
9.206
TOTAL R.U
83.593
202.022
177.042
462.656
TOTAL DES ACTIONS
904.845
882.737
706.871
2.494.453
Frais de gara.de bonne. exe
3.500
3.500
3.500
10.500
Honoraires de l'O.de
Exécution (13%)
117.630
114.756
91.893
324.279
18.097
17.655
14.137
49.889
ALLEMAGNE
1. Cabinet de presse et
RRPP
5 Promotion audiovisuel:
-
AUTRICHE
ROYAUME -UNI
1. Cabinet de presse et
RRPP
Evaluation des résultats (
3%)
63
TOTAL COUTS
DIRECT
1.044.072
1.018.647
816.402
2.879.121
Frais généraux (3%)
31.322
30.559
24.492
86.374
TOTAL PROGRAMME
1.075.394
1.049.206
840.894
2.965.495
(1) Déjà adaptée en fonction des informations complémentaires
PLAN DE FINANCEMENT EN EURO :
COFINANCEMENT
ANNEE I
%
ANNEE II
%
ANNEE III
%
TOTAL
%
UE
537.697
50
524.603
50
420.447
50
1.482.747
50
ETAT MEMBRE
322.618
30
314.762
30
252.268
30
889.648
30
PROPOSANT
215.079
20
209.841
20
168.179
20
593.099
30
1.075.394
100
1.049.206
100
840.894
100
2.965.495
100
TOTAL
Remarques :
Ce programme mérite les remarques suivantes :
Les objectifs du programme (renforcer la confiance et augmenter les consommations de fruits
et légumes) ne sont pas définis en termes quantifiables, (pour exemple, baisse des
exportations suite aux problèmes de E. colis. Estimation de l'accroissement de la
consommation, suite à la exécution du programme)
Ces indicateurs et leurs prévisions seront comparés à la situation après le programme afin de
pouvoir évaluer l’impact de celui-ci.
Actions:
Selon l'article 8§1 point c) du R. (CE) n° 501/2008, « le programme doit être suffisamment
développé pou que sa conformité avec la réglementation applicable et sa conformité avec la
réglementation applicable et son rapport cout/efficacité puissent être évalués ».
Certaines actions ne sont pas assez développées, aussi bien au niveau du contenu que du
budget, pour pouvoir être évaluées:
Il faut détailler et justifier le budget, par an, pour les actions suivantes :
- Cabinet de presse (Allemagne et Royaume-Uni).
64
- Pour la conférence de presse, indiquer la ville, le lieu, la location d'espaces, le nombre
prévisionnel de participants, etc.
- Contrat avec un grand prescripteur.
Compte tenu des dispositions de l'article 8 – "Diffusion et exploitation des résultats" – du
modèle du contrat et notamment du fait que le contractant s'engage, tant pour lui-même
que pour les organismes d'exécution et ses sous-contractants éventuels, à réserver à la
Commission et, le cas échéant, à l’Etat membre ou aux Etats membres tous les droits
d'utilisation des résultats des actions faisant l'objet du contrat, il est nécessaire de clarifier
la justification et les conditions/limitations des droits qui seront perçus par le prescripteur
(110.000 € par an).
- Le cout du Méga poster (138.234€) est trop élève, et en conséquence il doit être réduit.
- Prix du concours a la radio.
Vérifier les couts des insertions dans les chaines de TV:
- Das Perfecte Dinner-Vox : A la p. 85 apparaît une tarif d'émission par an (30 insertions)
de 16.000 €, mais à la p. 86, apparaît un coût annuel de 32.000 €.
- Topfgeldjager-zdf : A la p. 85 apparaît un tarif d'émission par an (20 insertions) de
7.000 € alors qu’à la p. 86 apparaît un coût annuel de 28.000 €.
- Dans l'action « Green Week », détailler le coût du personnel (nombre d’heures, catégorie,
etc). Si le superviseur appartient à l'organisme d'exécution, sont coût est inclus dans les
honoraires de l'organisme d'exécution. En outre, il y a une augmentation de ce coût de 14,6
% d'un an à l'autre (3.000 € à 3.439 €) sans justification.
- Vérifier le coût journalier des hôtesses au Royaume-Uni qui varie de 339€/jour (BBC
Master) à 118€/jour (Vitality Show).
- Voyages sur les zones des productions (Allemagne et Royaume-Uni)
Il n'y a aucune indication du nombre des journalistes/associations de consommateurs.
- Evaluation des résultats des actions
Le programme ne donne aucune indication quant à qui exécutera cette évaluation. Selon le
point C 5 (évaluations des résultats des actions) de l’annexe III du modèle de contrat : « La
réalisation des évaluations sous a) et b) sera confiée à un organisme extérieur indépendant,
expert en la matière, sélectionné conformément aux dispositions applicables dans l’Etat
membre concerné. »
oui
Voir ci-dessus le résultat de l'examen d'éligibilité et de la qualité
65
bonne/
(cohérence entre stratégie et objectifs,
qualité des actions)
Dimension / valeur ajoutée européenne:
bonne/
(relation entre coût total et impact
prévisible)
Oui/non
bonne
63/100
Priorité donnée par l’Etat membre
2/2
/
CONCLUSIONS:
Le programme présent une grande variété d'actions destine aux consommateurs cibles
Observation(s)
Lettre d'information complémentaire transmise à l'E.M. le 23.9.2011 (Ares 1013262)
concernant les observations de la page 8.
La délégation espagnole a répondu à ces observations par e-mail du 29.9.2011 (Ares
1035128)
Dans leur réponse, les autorités espagnoles font savoir qu'elles ont pris en considération toutes
les observations faites par la Commission : quantification des objectifs SMART ainsi que la
vérification de certains postes budgétaires (conférence de presse, insertions dans la radio et
TV, voyages zone de production, organisme évaluation des résultats, etc.) ainsi que un
nouveau budget a été réalisé.
Au vu de ces réponses aux observations complémentaires, le programme peut être accepté.
Recommandation(s)
A accepter
66
Année 2011
Etat(s) membre(s):
France
Titre du programme:
PROGRAMME DE PROMOTION POUR LA
RELANCE DE LA CONSOMMATION DE
FRUITS ET LEGUMES FRAIS
FranceAgriMer (France)
INTERFEL (Association interprofessionnelle des
fruits et légumes frais
INTERFEL et Sopexa
Type de mesure:
information/promotion/mixte
Produit(s):
Fruits et légumes frais, focus tomate – concombre
France
Durée:
36 mois
Budget total:
4 480 400,00 € devenu après DRC 4.263.970 €
15/09/2011
oui/non
oui/non
oui/non
oui/non
oui/non
communautaire
oui/non
oui/non
oui/non
67
oui/non
oui/non
oui/non
oui/non
oui/non
Objectif(s) :
L’objectif général est de relancer la consommation en levant les freins de consommation par
rapport aux fruits et légumes en répondant aux inquiétudes des consommateurs et en leur
permettant de retrouver la confiance d’une consommation sereine des produits européens.
Les autres objectifs permettant d’y répondre sont:
- Informer et rassurer les consommateurs sur les modes de production et de
commercialisation des fruits et légumes, en particulier en ce qui concerne la qualité, la
traçabilité et les contrôles.
- Améliorer la visibilité des acteurs et des pratiques de production en mettant en place une
prise de parole distinctive, spécifique et interactive avec le grand public
88
- Interpeller sur le caractère « familier = facteur de réassurance des fruits et légumes frais,
source de plaire et de bien être au quotidien
- Démultiplier les occasions d’expérimenter les fruits et légumes frais, afin de permettre au
consommateur de reprendre du contrôle sur sa consommation.
Stratégie :
Mettre en place un véritable plan de relance permettant d’impulser une dynamique de
progrès. Il s’agit d’impliquer et de mobiliser toutes les parties prenantes de la filière dans une
démarche de protection et de soutien de l’économie et des valeurs des fruits et légumes frais
pour communiquer auprès du grand public.
Mettre en avant l’engagement de chaque stade de la filière par un discours de preuve, inscrit
nécessairement dans un dialogue.
- Engagement et exigence quotidienne de professionnels passionnés, pour lesquels la
fraicheur est un métier
- Engagement sociétal, économique et environnemental défendus par nos prescripteurs
- Engagement riche de sens, de plaisir et de bien être pour nos consommateurs.
Le focus sera mis sur l’engagement du Juste Moment (caractère périssable, vivant,
performance des professionnels). Le plan d’action sera rythmé par la saison.
68
L’accent sera mis sur le caractère familier de nos produits : (au coeur des vies de chacun), à
travers le vrai visage des fruits et légumes frais, et l’art de vivre
Cibles :
1 : Les ménages définis comme consommateurs
2 : les prescripteurs : journalistes, acteurs de la restauration hors domicile, professionnels de
la santé, prescripteurs filière auprès des consommateurs (chefs de rayon….)
Thèmes :
Engagement des professionnels : soin, qualité, fraîcheur, respect de la naturalité
Le Juste Moment : saisonnalité des produits, méthodes de production
Les suggestions et idées de consommation
Le plaisir et bien-être
Aspects couverts:
qualité
aspects sanitaires
étiquetage
- la diversité et les caractéristiques intrinsèques des fruits et légumes frais,
- la qualité de l’offre européenne,
- l’assurance de la traçabilité,
- l’accessibilité de ces produits
Une signature de communication générique et transversale figurera sur l’ensemble des
supports réalisés dans le cadre des actions intégré dans le programme d’actions.
Cette signature moderne, dynamique, facilement mémorisable devra évoquer de façon
synthétique ce qui donne sens à l’ensemble du programme : le concept de connexion.
Action 1 : Promotion dans les médias -734.500€
- Campagne Radio
- Développer la confiance et la réassurance des consommateurs
- Cible grand public
- 4 vagues en année 1, 2 vagues en année 2 et 3 /Puissance en année 1 (350 K€) et entretien
en année 2 et 3 (150K€)
- Attente de complément après le choix de l’agence d’exécution.
Action 2 : Salon grand public et professionnel – 240.000€
- Fabrication de stand pour les salons grands publics et salon RHD
69
- Cible : grand public & acteurs des métiers de la RHD (Prescripteurs)
- Début d’action année 2 (focus salon RHD) et année 3, (focus grand public)
- Budget : 120 K€ / an (2013 et 2014)
Action 3 : Promotion de la consommation en point de vente – 1.166.600€
Action 3. 1 promotion de la consommation générique - 619.040€
- Activer les ventes en donnant envie aux consommateurs : Travailler autour de la
pédagogique des saisons et développer la confiance et réassurance des consommateurs.
- Fabrication de kits de promotion, rythmée par la saison à destination des points de vente.
- Cible : acheteurs de fruits et légumes frais, avec un coeur de cible sur les sous
consommateurs de moins de 40 ans.
- 4 vagues de PLV en année 1, deux vagues en année 2 et3.
- PLV : Puissance équivalente les 3 années du programme : 200 K€ / an.
Action 3. 2 Dotation Saisons: livrets recettes – 220.000€
- Activer les ventes en donnant envie aux consommateurs : Travailler autour de la
pédagogique des saisons et développer la confiance et réassurance des consommateurs.
- Fabrication de livrets de recettes axés autour de la saisonnalité des fruits et légumes diffusés
aux consommateurs
- Livrets Recettes : 4 livrets (un par saison) crée et diffusé en année 2 et
- Livrets Recettes : Puissance équivalente en année 2 et 3.
Action 3.3 Animation en points de vente : Tomate et concombre -271.200€
- Développer la pédagogie autour des modes de production et multiplier les occasions de
consommation.
- Fabrication et diffusion d’un kit de matériel et actions RP.
- Cible : consommateur de moins de 40 ans et prescripteurs journalistes
- Puissance équivalente les 3 années du programme : 80 K€ / an.
Action 4 Information auprès des prescripteurs : - 1.897.100 €
4.1. Campagne de relations presse et publiques : - 1.248.400€
Axe a : Volet Générique - 1.180.600€
- Animer des actions RP, développer la confiance avec les consommateurs, faire émerger les
fruits et légumes de saison, soutenir et médiatiser les actions conduites dans le cadre du
programme.
- Organiser 4 voyages de presse, des ateliers de cuisine (4 par an) et des déjeuners de presse (6
par an)
70
- Promouvoir les actus santé et économie d’INTERFEL
- Recenser les articles de presse et vérifier leur contenu afin d’adapter le discours des
interlocuteurs et recentrer sur les messages clés.
- Rédiger des communiqués et des dossiers de presse
- Rassurer les internautes et valoriser la filière (rassurer, expliquer, fédérer) via une campagne
d’information sur le web.
- Mettre a disposition des journalistes photos et vidéos autour des produits et du soin apportés par
les professionnels.
- Créer des publireportage dans la presse.
Axe b : RP en faveur de Tomates Concombres – 67.800€
- Envoyer un dossier de presse spécifique Tomates concombres.
- Réaliser un portage presse par saison.
- Suivre et surveiller la presse spécifique.
4.2 Edition : - 394.900€
- Proposer aux prescripteurs un trimestriel d’information sur les fruits et légumes frais et leur
fournir matière à traiter le sujet des fruits et légumes sous un angle original (parution 4 fois par
an)
- Réaliser une plaquette d’information.
4.3 Sessions d’information qualité : -253.800€
- Partager les connaissances et échanger sur le thème de la sécurité alimentaire entre les
différentes parties prenantes de la filière.
- Organisation d’une session d’information portant sur le thème de la qualité et sécurité sanitaire
- Cibler : acteurs de la filière, associations de consommateurs, scientifiques.
- Régularité : 1 journée (ou 2 ½ journées /an).
Action 5 Etude d’évaluation triennale « consommateur » : -165.000€
- Mettre en place un baromètre pour suivre l’état de confiance, évaluer la relation que le
consommateur entretient avec les fruits et légumes.
- Obtenir l’état de confiance / défiance des ménages.
Nous pouvons ainsi prévoir que les impacts directs attendus de ce programme de promotion
seront :
- Meilleure information des parties prenantes et des cibles autour de nos produits ;
- Une meilleure sensibilisation aux démarches de qualité et aux modes de production européens ;
- Une augmentation de la consommation et des ventes après l’état de crise engendré par la
bactérie E. Coli.
71
Les impacts indirects attendus pourraient être:
- Une meilleure influence sur la consommation des fruits et légumes, passant par une
appropriation des messages de réassurance et confiance ;
- L’amélioration du dialogue entre professionnels de la filière, journalistes et consommateurs.
Pour mesurer l’impact escompté final du programme, nous nous baserons sur le croisement :
- Des résultats post-test et données de suivi réalisées par l’organisme d’exécution et
INTERFEL. Ces mesures seront notamment :
Les post-tests de l’action Média
Les questionnaires diffusés lors des jeux concours organisés dans le cadre des actions PLV.
La mise en oeuvre d’une analyse de la presse permettant de mesurer les discours « anxiogènes
» relayé par la presse et l’impact des relations presses réalisées dans le cadre du programme.
Les questionnaires diffusés dans le cadre des sessions informations.
- Du baromètre consommateur triennal mis en oeuvre par INTERFEL
- Du Travail triennal d’évaluation d’un organisme externe expert dans la matière
Concernant la méthode d’évaluation utilise par ce dernier, elle vise d’une part à rendre compte
des effets de la campagne, en particulier sur les consommateurs et les prescripteurs ciblés, mais
aussi à en tirer des bonnes pratiques et des enseignements réutilisables pour l’avenir.
27/30
36/40
8/10
Coût/efficacité :
17/20
BUDGET RECAPITULATIF :
ACTION
4.480.400
€
Année I
Année II
Année III
TOTAL
350.000
150.000
150.000
650.000
45.500
19.500
19.500
84.500
2-Promotion des F&L frais sur
les salons
120.000
120.000
240.000
Action 2.1 - Salons Grand Public
40.000
120.000
160.000
Fabrication cuisine mobile
15.000
15.000
45.000
Fabrication support "saison"
7.500
15.000
22.500
1. ME Fruits Eté Facturations
Honoraires agence
72
Fabrication de dotations
"saison"
2.500
5.000
7.500
Présence salons régionaux
15.000
85.000
85.000
4.000
12.000
Honoraires interne
Action 2.2 - Sirha
80.000
80.000
Réservation de l'espace
25.000
25.000
Fabrication du stand
35.000
35.000
Equipe d'animation /
prestataires
5.000
5.000
Consommables / Goodies /
Supports
15.000
15.000
Honoraires interne
8.000
8.000
3-Materiels de promotion
290.000
382.000
382.000
1.054.000
Action 3.1 - Materiels
promotion
210.000
202.000
202.000
614.000
Conception / Création
37.000
39.000
39.000
115.000
Fabrication
81.000
91.000
91.000
263.000
Colisage / Routage
35.000
36.000
36.000
107.000
Animateurs Comité pilotage
7.000
8.000
8.000
23.000
Jeu concours / Dotations
30.000
16.000
16.000
62.000
CD / DVD / Argumentaires
10.000
10.000
10.000
30.000
Argumentaires prescripteur
10.000
2.000
2.000
14.000
Action 3.2 - Autre materiels
promo
100.000
100.000
200.000
12.000
12.000
24.000
Edition
65.000
65.000
130.000
Conditionnement /
expédition
5.000
5.000
10.000
Dotations "saison"
(cré/fab/envoi)
18.000
18.000
36.000
80.000
80.000
240.000
Action 3.3 - Promotion
spéciphique
Tomates-Concombres
80.000
73
20.000
20.000
20.000
60.000
Fabrication - Impression
9.520
9.520
9.520
28.560
Colisage / Routage
4.280
4.280
4.280
12.840
Animations Dégustations
46.200
46.200
46.200
138.600
Honoraires agence
10.400
10.400
10.400
31.200
Honoraires interne
4-Information auprès des
prescripteur
21.000
30.200
30.200
81.400
604.000
546.000
546.000
1.696.000
Action 4.1.a- Campagne de
relations presse & publiques
150.000
150.000
150.000
450.000
Relations presse et
publiques
88.600
88.600
88.600
265.800
Veille Presse
61.400
61.400
61.400
184.200
Interfel : campages relations
presse
229.000
191.000
191.000
611.000
Relations presse (promotion
et voyages)
84.000
83.000
83.000
250.000
E-Réputation
60.000
60.000
60.000
180.000
Médiathèque
70.000
25.000
25.000
120.000
Publireportages
15.000
23.000
23.000
61.000
Honoraires agence
19.500
19.500
19.500
58.500
Honoraires interne
Action 4.1-b - Campagne RP
Tomates Concombres
22.900
19.100
19.100
61.000
20.000
20.000
20.000
60.000
Dossier de presse Grand
Public
14.500
14.500
14.500
43.500
Portage gourmand
3.500
3.500
3.500
10.500
Surveillance Presse
2.000
2.000
2.000
6.000
Honoraires agence
2.600
2.600
2.600
7.800
Action 4.2 - Support trimestriel
saisons
130.000
110.000
110.000
350.000
Impression
47.561
40.243
40.243
128.047
Routage
82.439
69.757
69.757
221.953
Honoraires agence
14.300
14.300
14.300
42.900
74
Honoraires interne
2.000
Action 4.3 - Session
d'information qualité
70.000
70.000
70.000
210.000
Partenariat
5.000
5.000
5.000
15.000
Honoraires agence
9.100
9.100
9.100
27.300
Honoraires interne
500
500
500
1.500
5-Etudes d'évaluation triennal
50.000
50.000
50.000
150.000
Focus Group
35.000
Vague d'administration du
baromètre
15.000
2.000
35.000
Focus complémentaire
45.000
45.000
105.000
5.000
5.000
10.000
Honoraires interne
5.000
5.000
5.000
15.000
Sous/Totaux actions
1.294.000
1.248.000
1.248.000
3.790.000
Honoraires agence 13%
101.400
75.400
75.400
252.200
Honoraires internes 10%
51.400
66.800
66.800
185.000
Evaluations
37.000
37.000
62.400
136.400
Gestion 3%
38.820
37.440
37.440
113.700
Garantie bancaire
833,33
833,33
1.433,34
3.100
1.523.453
1.465.473
1.491.474
4.480.400
Année I
Année II
Année III
TOTAL
350.000
150.000
150.000
650.000
45.500
19.500
19.500
84.500
2-Promotion des F&L frais sur
les salons
120.000
120.000
240.000
Action 2.1 - Salons Grand Public
40.000
120.000
160.000
Fabrication cuisine mobile
15.000
15.000
45.000
Fabrication support "saison"
7.500
15.000
22.500
Fabrication de dotations
2.500
5.000
7.500
Total général
BUDGET RECAPITULATIF modifié: 4.263.970 €
ACTION
1. ME Fruits Eté Facturations
Honoraires agence
75
"saison"
Présence salons régionaux
15.000
Honoraires interne
85.000
85.000
4.000
12.000
Action 2.2 - Sirha
80.000
80.000
Réservation de l'espace
25.000
25.000
Fabrication du stand
35.000
35.000
Equipe d'animation /
prestataires
5.000
5.000
Consommables / Goodies /
Supports
15.000
15.000
Honoraires interne
8.000
8.000
3-Materiels de promotion
290.000
382.000
382.000
1.054.000
Action 3.1 - Materiels
promotion
210.000
202.000
202.000
614.000
37.000
39.000
39.000
115.000
Fabrication
81.000
91.000
91.000
263.000
Colisage / Routage
35.000
36.000
36.000
107.000
Animateurs Comité pilotage
7.000
8.000
8.000
23.000
Jeu concours / Dotations
30.000
16.000
16.000
62.000
CD / DVD / Argumentaires
10.000
10.000
10.000
30.000
Argumentaires prescripteur
10.000
2.000
2.000
14.000
Action 3.2 - Autre materiels
promo
100.000
100.000
200.000
12.000
12.000
24.000
Edition
65.000
65.000
130.000
Conditionnement /
expédition
5.000
5.000
10.000
Dotations "saison"
(cré/fab/envoi)
18.000
18.000
36.000
Action 3.3 - Promotion
spéciphique
Tomates-Concombres
80.000
80.000
80.000
240.000
20.000
20.000
20.000
60.000
76
Fabrication - Impression
9.520
9.520
9.520
28.560
Colisage / Routage
4.280
4.280
4.280
12.840
Animations Dégustations
46.200
46.200
46.200
138.600
Honoraires agence
10.400
10.400
10.400
31.200
Honoraires interne
4-Information auprès des
prescripteur
21.000
30.200
30.200
81.400
591.830
533.830
533.830
Action 4.1.a- Campagne de
relations presse & publiques
139.830
139.830
139.830
Relations presse et
publiques
78.430
78.430
78.430
Veille Presse
61.400
61.400
61.400
184.200
Interfel : campages relations
presse
229.000
191.000
191.000
611.000
Relations presse (promotion
et voyages)
84.000
83.000
83.000
250.000
E-Réputation
60.000
60.000
60.000
180.000
Médiathèque
70.000
25.000
25.000
120.000
Publireportages
15.000
23.000
23.000
61.000
Honoraires agence
18.178
18.178
18.178
54.534
Honoraires interne
22.900
19.100
19.100
61.100
Action 4.1-b - Campagne RP
Tomates Concombres
20.000
20.000
20.000
60.000
Dossier de presse Grand
Public
14.500
14.500
14.500
43.500
Portage gourmand
3.500
3.500
3.500
10.500
Surveillance Presse
2.000
2.000
2.000
6.000
Honoraires agence
2.600
2.600
2.600
7.800
Action 4.2 - Support trimestriel
saisons
130.000
110.000
110.000
350.000
Impression
47.561
40.243
40.243
128.047
Routage
82.439
69.757
69.757
221.953
Honoraires agence
14.300
14.300
14.300
42.900
77
1.659.490
419.490
235.290
Honoraires interne
2.000
2.000
Action 4.3 - Session
d'information qualité
68.000
68.000
68.000
204.000
Partenariat
5.000
5.000
5.000
15.000
Honoraires agence
8.840
8.840
8.840
26.520
Honoraires interne
500
500
500
1.500
Sous/Totaux actions
1.231.830
1.185.830
1.185.830
3.603.490
Honoraires agence 13%
99.818
73.818
73.818
247.454
Honoraires internes 10%
46.400
61.800
61.800
170.000
Evaluations
36.955
35.575
59.292
131.821
Gestion 3%
36.955
35.575
35.575
108.105
Garantie bancaire
833,33
833,33
1.433,34
3.100
1.452.791
1.393.431
1.417.748
4.263.970
Total général
COFINANCEMENT
ANNEE I
%
ANNEE II
%
ANNEE III
%
TOTAL
%
UE
726.3965
50
696.716
50
708.874
50
2 131.985
50
ETAT MEMBRE
254.238
17,5
243.850
17,5
248.106
17,5
746.195
17,5
PROPOSANT
472.157
32,5
452.865
32,5
460.768
32,5
1.385.790
32,5
1.452.791
100
1.393.431
100
1.417.748
100
4.263.970
100
TOTAL
Remarques :
oui/non
Conformément à l’article 8 paragraphe 2 du règlement (CE) 501/2008, «les programmes
présentés doivent être suffisamment développés pour que leur rapport coût/efficacité
puissent être évalué»
78
Conformément à l’article 16 paragraphe 2 du règlement (CE) 501/2008 «Les États
membres utilisent les modèles de contrat que la Commission met à leur disposition.»
1- Les honoraires de l’organisation proposante en tant qu’organisme d’exécution pour
certaines actions du programme, doivent être présentés en time sheet, comme prévu à
l’annexe III B.1.3 du modèle de contrat.
Action 1
2-Justifier pourquoi avoir les mêmes montants pour les 2ème (260 spots) et 3ème (240
spots) années si le nombre de spots est différent (page 21).
Action 2.1 (pages 30, 31, 32)
3-Justifier le besoin de la création d’une autre cuisine pour l’année 3
4- Justifier le nombre de personnes et le coût unitaire de l’équipe d’animation culinaire/
diététiciens prestataires.
Action 2.2 (page 35)
5-Justifier le nombre de personnes et le coût unitaire de l’équipe d’animation/
prestataires;
6- Justifier la quantité et le coût unitaire des consommables/ goodies/ supports;
Action 3.1
7- Justifier le coût unitaire, le nombre des animateurs comité pilotage (page 42).
8- Eviter le chevauchement entre argumentaires (page 42).
9-Pourquoi avoir des montants plus élevés pour les 2ème et 3ème années pour la
conception/ création (page 42).
Action 3.3
11- Détailler la composition de journées d’animation/ dégustation (page 45)
Action 4.1.a
12- «campagne web»-(page 57) comme prévu à l’article 23 paragraphe 2 du règlement
(CE) 501/2008 ‘Le matériel réalisé et financé dans le cadre d’un programme visé au
paragraphe 1, y compris les créations graphiques, visuelles et audiovisuelles, ainsi que les
sites internet, peut faire l’objet d’utilisations ultérieures moyennant autorisation écrite
préalable de la Commission, des organisations proposantes concernées et des États
membres qui apportent une contribution au financement du programme, en tenant compte
des droits des contractants découlant du droit national qui régit le contrat’. Comment
79
cette action sera-t-elle accomplie, tenant compte que le site web est la propriété
d’INTERFEL?
13- conforment à l’article 11 paragraphe 3 du règlement (CE) 3/2008, «Les organismes
chargés de l’exécution d’actions d’information et de promotion doivent avoir une
expertise des produits et des marchés concernés et disposer des moyens nécessaires pour
assurer l’exécution la plus efficace possible des actions, en tenant compte de la
dimension communautaire des programmes concernés.» Dans ces conditions, les coûts
facturés pour la location du matériel (écran, projecteur, ordinateur) pour le déjeuner de
presse (page 53) et pour l’action 4.3 (page 72), ne sont pas éligibles.
14- Les frais de 133€ par personne pour déjeuner de presse (page 53) semblent excessifs.
15- «Déjeuner de presse» (page53) et «frais de transports en région» (page 56)- Les frais
de l’organisation proposante sont couverts par les frais généraux (3%) comme prévu à
l’annexe III B.1.3 du modèle de contrat. Adapter le budget en conséquence.
16- Expliquer les frais liés à la logistique, l’organisation, l’assistance (page 53)
17- «déjeuner de presse» et «organisation de 4 ateliers de cuisine» (page 53) Justifier:
-les frais liés aux constructions des listes d’invités journaliste, aux pré-invitations.
- la composition du groupe, lieux des voyages, etc. (page 56).
Action 4.1.b
18-Détailler les frais pour la location de la salle (page72)
19- Les honoraires «partenariat Interfel» ne sont pas éligibles (page 72) car Interfel
participe comme organisme d’exécution.
L’action 5 (page 75)
20- L’évaluation de l’impact ne peut pas être considérée comme une action du
programme, il y a déjà un budget alloué pour cette fin
Suite à la réception des réponses de l'Etat membre (Ares 1149920 du 29/09/2011), les
informations complémentaires sont satisfaisantes. Note de dossier (ares 1141652 du
03/10/2011)
80
bonne/moyenne/non adéquate
prévisible)
Oui/non
86/100
/
CONCLUSIONS:
Observation(s)
Recommandation(s)
A accepter
81
/
Member State(s):
Italy
"Nutritevi dei colori della vita – I cinque colori del
benessere"
MIPAAF
UNAPROA
not selected yet
Type of measure:
mixed
Product(s):
Fresh fruit and vegetables
Target countries:
Italy
Duration:
36 months
Total budget:
2.756.788
14/9/2011
Yes/No
n.a.
Yes/No
organisation(s)
Yes/No
Yes/No
Yes/No
Yes/No
Yes/No
82
Yes/No
Yes/No
Yes/No
implementing body
n.a.
Objectives:
Provide ample and detailed information on characteristics of fresh fruit and vegetables
products with special emphasis on:
→ quality and freshness (nutritional value, organoleptic properties, seasonality)
→ naturalness (production methods, respect for the environment)
→ trustworthiness (traceability and security).
Promote consumption of fresh F&V particularly by pointing out that these products are
safe and trustworthy and produced in line with EU standards on food safety and
traceability
Inform about the health benefits of consuming F&V
Improve the image of fresh F&V products by speaking about the joy and liveliness of
natures colours
Educate the target group to consume a variety of fresh F&V products according to the
"five portions per day" practice
Strategy:
Without specifically referring to the E. Coli crisis, underline the aspect of security and
traceability of European F&V products
Considering the relatively low budget, invest more heavily in internet advertising instead
of TV
Achieve continuity and optimise the results by using the slogan of the past campaign
"Nurished by the colours of life – Five colours of wellbeing"
83
Link to sports events as safe and healthy diet is a basis of physical health
To revive the consumption, use the promotion of fruit and vegetables at the point of sale
as the most effective way for raising consumer awareness
Target group(s):
Consumers in general and in particular young families with parents below 35 years of age
and teenagers with their parents
Journalists and opinion makers
Themes:
Production methods: traceability, quality systems, environmental protection, link to EU
origin;
Quality of fresh F&V produce in terms of safety, nutritional value and organoleptical
characteristics;
Importance of consuming fruit and vegetables and their various nutritional properties
in the context of a balanced and healthy diet;
Validity, in terms of psycho-physical well being and prevention, of the principle of
consuming five servings per day varied according to five different colours.
Aspects covered:
quality
safety
nutritional value
Traceability: it is possible to trace and follow the path from farm to fork.
Flavours of various products: their history, traditional dietary habits, possibilities for use in
recipes and the recipes themselves.
Hedonistic character of consumption of F&V: the pleasure of choosing and eating fresh and
healthy food, uncovering the taste.
84
Image of freshness and natural character of F&V: eating fruits and vegetables is to get your
fill of well-being, thanks to vitamins, minerals, fibres, and organic compounds that give the
products their vibrant colours and protective substances that are valuable to our health.
Principle of "five a day ': many scientific studies have shown that eating 5 servings a day of
fruits and vegetables helps prevent some of the common diseases and ensures the well being
which we need to feel healthy and live better.
Variety and seasonality of fresh produce: the importance of knowing and appreciating
products of each of the four seasons.
Accessibility and ease of preparation of many fruits and vegetables which do not require
cooking.
Calendar of advertising activities:
(1)
Print advertising
It is proposed to advertise in health supplements of two major daily newspapers - Corriere
della Sera and Le Reppubblica – 4 times per year in each one of them at the time point of
sales activities are taking place.
Advertisements used for the previous campaign will be adapted.
(2)
Radio advertising
85
A 30'' radio spot will be produced to be aired on CNR RADIO FM, a national network with 6
million listeners per day. It is planned to implement one week of advertising two times per
year at the beginning of the period of point of sales activities with a total of 84 airings per
year.
In addition, the campaign will sponsor a daily radio show dedicated to health of the same
network called "A tutta salute". Each year there will be one week of sponsoring. It will
include a 5-second announcement at the beginning and 30-second spot in the end of the show.
(3)
Online communication
For this type of communication, two biggest and most visited Italian information portals are
chosen, Repubblica.it and Corriere.it. They have respectively 1.7 and 1.3 million unique
visitors per day and 14.1 and 11.4 million page views. It is proposed to place the TV spot used
in the previous campaign, with minor adjustments in terms of messages, for 14 days.
Other websites will be used as well, but the proposing organisation does not propose the exact
planning for this activity – e.g. use of pop-ups, banners, links, and advertorials - as the
execution body has not been chosen yet.
(4)
Point of sales activities
Retail chains have not been identified yet, but it is planned to organise 2 cycles of promotions
per year – one in winter and one in the beginning of summer. The promotion will last for one
week in each shop. At least two days of promotions with hostesses per point of sale will be
organised from Fri-Sun. A total of 250 points of sale per year will be targeted and distributed
equally over the national territory.
In addition to promotional corners equipped with a desk and promotional brochures, the
proposing organisation plans to place 5-15 posters and 5-10 signs in cardboard as well as
promotional indicators for price tags with invitation to buy. Shopping bags will be given to
those buying at least 3 portions of products from different colour groups.
(5)
Events sponsorship
It is planned to sponsor rugby events. This sport is benefiting of increasing attention as the
Italian team is improving in quality. Sponsorship of two games in 2012 is foreseen: ItalyEngland in February 2012 and Italy-Scotland in March 2012, both taking place at the Olympic
stadium in Rome. A similar activity would then be organised in 2013 and 2014.
A stand will be set up where fruit will be distributed to spectators along with leaflets. In
addition, the sponsorship includes airing of the TV spot, campaign logo visible at the stadium,
during press conferences, on the backdrop for interviews after the game, on the official
programme, on the website of the Italian rugby federation. Logo of the federation can be used
on gadgets, and press releases inserted in the press map of the federation.
(6)
PR
A team of PR experts will take care of compiling the mailing lists, contacting journalists,
preparing press releases and background materials, organising press conferences and
interviews and preparing clipping reports. One press conference in Rome will be organised
each year (3 in total) with 80-100 expected participants.
86
In addition, a web specialist will update the website of the previous campaign and it will be
used for this campaign as well.
(7)
Print material and gadgets
The following materials will be produced:
Brochure: 32 pages, 1 million copies, distributed at points of sales and sports events
Poster: 8.700 copies, distributed at all actions
Gadgets: 195.000 recyclable shopping bags
Anticipated impact:
Increased consumption of fresh F&V (+0.05% to +0.1% in comparison to period feb-apr
2011)
Improved knowledge about security, quality and organoleptical characteristics and
nutritional properties of F&V products
Improved knowledge about benefits of diet rich in F&V and of the "5 per day" concept
The latter two items will be measured using a phone survey.
Number of established contacts:
1.000.000 contacts at points of sales
600.000 persons for rugby events
300 press clippings
ASSESMENT BY THE MEMBER STATE
30/30
27/40
European dimension:
8/10
Cost/efficiency:
20/20
Budget by action:
€
ACTIONS
Print advertising
Radio advertising
Online communication
Year I
82.000
94.640
68.460
Year II
82.000
94.640
77.960
87
Year III
82.000
94.640
77.960
TOTAL
246.000
283.920
224.380
Share
10,4%
12,0%
9,5%
Creativity
Point of sales activities
Events
PR measures
Press conferences
Brochure
Leaflets
Gadgets
TOTAL MEASURES
Performance guarantee
Implementing body's
fees
Measurement of results
TOTAL DIRECT
COSTS
Overheads
TOTAL
14.900
265.000
64.500
37.200
27.800
47.600
6.380
85.250
793.730
3.555
79.373
5.400
259.750
64.500
32.300
27.800
47.600
6.380
85.250
783.580
3.555
78.358
25.700
782.750
193.500
101.800
83.400
142.800
19.140
255.750
2.359.140
10.665
235.914
5.400
258.000
64.500
32.300
27.800
47.600
6.380
85.250
781.830
3.555
78.183
23.812
900.470
23.507
889.000
23.455
887.023
70.774
2.676.493
27.014
927.484
26.670
915.670
26.611
913.634
80.295
2.756.788
1,1%
33,2%
8,2%
4,3%
3,5%
6,1%
0,8%
10,8%
100,0%
0,5%
10,0%*
3,0%*
3,0%**
* - share of total costs of measures
**- share of total direct costs
Co-financing plan:
€
YEAR I
%
YEAR II
%
YEAR III
%
TOTAL
MEMBER STATE
463.742
185.497
50%
20%
457.835
183.134
50%
20%
456.817
182.727
50%
20%
1.378.394
551.358
PROPOSING
ORGANISATIONS
TOTAL
278.245
927.484
30%
100%
274.701
915.670
30%
100%
274.090
913.634
30%
100%
827.036
2.756.788
EU
Remarks:
This programme proposal will capitalise on the results of the programme which ran in the
period 2004-2007. It proposes to use its visuals, messages and some of the material produced
within the campaign.
Programme eligible:
Yes/No
(1) In application of Article 8(2) of the Commission regulation 501/2008, the programmes
shall contain sufficient detail to enable their compliance with the applicable rules and their
88
cost/benefit ratio to be evaluated. In this sense, the proposing organisation shall submit
additional information concerning the following points:
a)
Annex II was not included in the paper version of the programme proposal received by
the EC
b)
Cost for creativity/adaptation of materials for points of sales is too elevated (40 man
days in the first programme year, 20 man days for the second and third)
c)
The budget dedicated for renting of promo space from the retail chains is relatively
high (450 euro per shop for a total of 112.500 euro per year); this budget shall be
presented as a separate position in the global budget and shall not be used/reallocated
for other activities within the budget for POS promotions.
d)
Budget rugby: give details on prices per individual material produced; 300 euro per
hostess per event is exaggerated; reduce considerably and give a justification for costs
of 10.000 for animation activity and distribution of gadgets (considering that hostesses
are paid separately).
e)
Organisation of press conferences: 32 MDs for organisation are too much (according
to the description on p. 58, this service is partly covered by the PR budget); no fees
should be given to speakers from the proposing organisation and public bodies (budget
1.500 euro per press conference); Who are the 15 VIP guests who will be paid
transport, hotel and given allowances for the press conference? Exhibition of past
activities at the press conference location costs up to 6.000 euro – such costs cannot be
accepted; where will the video be used (cost 5.000 euro per press conference including
photographer). There is no target for the result of press conferences: how many
articles, publications are expected?
f)
Concerning the methods proposed for the measurement of results as well as the list of
quantitative objectives as described on pages 64-70, the proposing organisation shall
adapt the following:
The proposing organisation is informed that the monitoring system comprising controls as
presented in the programme documentation cannot be considered as a part of the activity of
measurement of results and the budget for measurement of results cannot be used for these
administrative tasks which shall be covered by overheads.
Numerical indicators as proposed by the proposing organisation relate to the correct and
complete implementation of activities and not to their impact; therefore the attainment of
objectives cannot be proven by registering such numerical indicators. For example, the
achievement of objectives for the work of the press office is not proven by the number of
press releases, newsletters distributed to journalists, but by the number, type and content of
publications as a result of such activities.
There is no method proposed for measurements of attainment of objectives of increasing
knowledge on characteristics of F&V, "5 portions per day" concept and of improving the
image of F&V. A survey with the target group seems suitable for measuring such
variables.
The proposing organisation shall clearly set the starting point and targets for measuring the
increase of sales which is one of the main programme objectives.
The proposing organisation shall present a budget dedicated to measurement of results broken
down by activity. Such a budget should include the above mentioned activities to measure
the attainment of all objectives, including the change of perception by the target group.
89
(2) In application of Article 4(2) of Commission regulation 501/2008, any reference to the
origin of products shall be secondary to the central message of a campaign. However, the
proposing organisation indicated that the link with origin will be one of the themes. An
explanation of how this concept will be developed shall be submitted.
(3) In application of Article 2(1) of Council regulation 3/2008, the information and promotion
measures shall draw attention to intrinsic features and advantages of Community products,
notably the quality and safety of food, specific production methods, nutritional and health
aspects, labelling, animal welfare and respect for the environment. In this sense, the campaign
shall inform not only about the intrinsic features of F&V products, but also to the fact that
they are Community products. In addition, the proposing organisation suggests using a
message on traceability referring to the commitment of producers; this message should rather
refer to EU traceability standards.
(4) In application of Article 4(3) of Commission regulation 501/2008, any reference in
messages to be disseminated to the effects on health of consuming the products concerned
shall be based on generally accepted scientific data. Messages referring to such effects must
be acceptable to the national authority responsible for public health.
(Coherence between strategy and objectives,
quality of actions)
good/average/poor
yes
Impact forecast and assessment' methods:
yes
good/average/poor
85/100
2/2
not available
CONCLUSIONS
Observation(s):
A request for additional information was sent by letter Ares(2011)1013141 dated 23/9/2011.
Additional information received on 29/9/2011 (Ares(2011)1035586 of 30/9/2011) adequately
addressed all the questions set in the above mentioned letter.
90
Recommendation(s):
- To be accepted
91
Etat(s) membre(s):
ITALIE
Titre du programme:
FRUTTA E VERDURA SANA E SICURA
AGEA
ALIMOS S.C.
pas encore choisi
Type de mesure :
mixte
Produit(s):
Italie, France et Allemagne
Durée: 3 ans
Budget total:
1.479.264,14 €
16.08.2011
oui
oui
oui
oui
oui
communautaire
non
oui
oui
92
oui
non
oui
oui
oui/non
Objectif(s) :
- Restaurer (renforcer) la confiance des consommateurs européens dans le secteur des
fruits et légumes.
- Augmenter la consommation européenne de fruits et légumes.
Stratégie :
Informer les consommateurs et les préparer pour éviter des alarmes exagérées dans le
secteur des fruits et légumes on réalisera une campagne d’éducation et d’information
basée sur la santé et la sécurité alimentaire via des actions de relations publiques,
campagnes de presse, Internet, etc.
Cibles :
- Consommateurs en général.
- Leaders d’opinion.
- Opérateurs de la grande distribution.
Thèmes :
- Qualité de la production des fruits et légumes communautaires.
- Sécurité alimentaire et contrôle des fruits et légumes.
- Traçabilité des produits du secteur des fruits et légumes.
93
Aspects couverts:
qualité
aspects sanitaires
étiquetage
- La filière communautaire des fruits et légumes est sûre et contrôlée.
- La consommation de fruits et légumes frais est saine.
- Il existe des mesures de contrôle tout le long de la filière.
- La traçabilité est garantie pour ces produits.
- Produits de qualité (valeur nutritionnelle et organoleptique, mode de production, etc.).
- Régime équilibré, plaisir, diversité des fruits et légumes, etc.
- Un message principal fera office de fil rouge pendant toute la campagne : « Otofrutta
fresca = cibo garantito et controllato = Giusta scelta per un'alimentazione sicura ».
Les actions sont communes aux trois E.M. cibles
- Comité de rédaction/supervision
Un comité dans chaque Etat membre cible qui s’occupera du contenu technique et
scientifique de tout le matériel d’information et de promotion utilisé pour le
programme. Le comité aura un expert en matière de nutrition et un autre en matière de
communication.
- Page Web
Destinée à répandre toutes les informations et activités liées au programme. Un
microsite spécifique sera créé dans chacun des Etats membres cibles.
- Réseaux sociaux
Ils seront utilisés en synergie avec la page Web afin d’implémenter toutes les activités
du programme (Facebook, Twitter, You Tube, etc.).
- Cabinet de presse et presse trip
94
Elaboration des notes et des communiqués de presse lors de la campagne de
commercialisation des différents fruits et légumes. L’argumentaire sera fondé
principalement sur la sécurité de ces produits. Il y aura au moins 9 communiqués de
presse par an et 3 voyages (1 par an) de 21 journalistes (7 par an) sur les zones de
production.
- Actions points de vente
Cette action sera développée auprès de la grande distribution : 4 chaînes en France, 6
en Allemagne et 7 en Italie. Les points seront répartis comme suit pendant les 3
années du programme :
- Italie : 390
- France : 300
- Allemagne : 300
Chaque point de vente sera maintenu pendant 3 jours (jeudi à samedi). Des
informations sur les fruits et légumes seront distribuées (produits naturels et frais,
sécurité, valeur nutritionnelle, diversité, etc.).
- Matériaux de promotion
A distribuer pendant toute la durée de la campagne :
-
Affiches (50 x 70 cm) : 3.000 exemplaires (1 €/affiche)
Folder : 500.000 (0,25 €/folder)
Brochures : 1.500 (1 €/brochure)
Vidéo : 7 (5.714 €/vidéo)
- Créativité pour tous les matériaux de promotion.
Il n’y a pas d’indications quantifiables quant à l’impact prévisible.
Des enquêtes auprès des consommateurs et de la grande distribution seront réalisées au
début et à la fin du programme (500).
Les données officielles de consommation en Italie et d’exportations vers l’Allemagne et
la France seront consultées et analysées.
L’impact des diverses actions sera évalué chaque année afin de mesurer les contacts, les
impacts, la distribution du matériel, etc.
95
30/30
33/40
9/10
Coût/efficacité :
18/20
BUDGET RECAPITULATIF :
ACTION
1.479.264,14 € (1)
Année I
Année II
Année III
TOTAL
1º C. de rédaction/supervision
5.000
3.000
3.000
11.000
2. Page Web
14.000
9.050
9.050
32.100
3. Réseaux sociaux
71.500
73.000
64.000
208.500
4. C. de presse et presse trip
100.500
100.500
100.500
301.500
5.A.Point de vente
169.100
169.100
169.100
507.300
6 Materiaux de promotion
62.750
56.500
56.500
175.750
7.Creativite
25.000
10.000
10.000
45.000
TOTAL ACTIONS
447.850
421.150
421.150
1.281.150
Frais de gara.de bonne. Ex(1%)
671,78
671
671
2.013,78
Hono. O.de Exécution (10%)
44.785
42.115
41.215
128.115
Evaluation des résultats ( 2%)
8.700
8.100
8.100
24.900
TOTAL COUTS
DIRECT
502.006,78
472.036
462.136
1.436.178,78
Frais généraux (3%)
15.060,20
14.161,08
13.864,08
43.085,36
TOTAL PROGRAMME
517.066,98
486.197,08
476.000,08
1.479.264,14
(1) Déjà adaptée en fonction des informations complémentaires
96
COFINANCEMENT
ANNEE I
UE
258.533,49
50
243.098,54
50
238.000,04
50
739.632,07
50
ETAT MEMBRE
103.413,40
20
97.239,42
20
95.200,02
20
295.852,83
20
PROPOSANT
155.120,09
30
145.859,12
30
142.800,02
30
443.779,24
30
486.197,08
100
476.000,08
100
1.479.264,14
TOTAL
517.066,98
%
100
ANNEE II
%
ANNEE III
%
TOTAL
Remarques :
Ce programme mérite les remarques suivantes :
Les objectifs du programme (renforcer la confiance et augmenter la consommation de fruits et
légumes) ne sont pas définis en termes quantifiables, (par exemple, baisse des exportations
suite aux problèmes de E.coli ; estimation de l'accroissement de la consommation dans les
pays-cibles au terme du programme).
Ces indicateurs et leurs prévisions seront comparés à la situation d’origine afin de pouvoir
évaluer l’impact du programme.
oui
Voir ci-dessus le résultat de l'examen d'éligibilité et de la qualité
97
%
100
Qualité du programme: moyenne
moyenne
prévisible)
Oui
moyenne
90/100
1/2
/
CONCLUSIONS:
Observation(s)
Lettre d'information complémentaire transmise à l'E.M. le 23.9.2011 (Ares 1013141)
concernant les observations de la page 6.
La délégation italienne a répondu à ces observations par e-mail du 29.9.2011 (Ares 1035586)
Dans leur réponse, les autorités italiennes font savoir qu'elles ont pris en considération toutes
les observations faites par la Commission. Les objectifs du programme ont été quantifié:
récupération de la baisse des exportations lors du 1° an (-2% vers l'All et-19% vers la FR,
ainsi que la consommation en l'Italie-0,4%), et augmentations des exportations et de la
consommation de 1/2 %, lors des 2 autres ans.
Le bilan a été modifié suite à une erreur de calcul des frais généraux
Au vu de ces réponses aux observations complémentaires, le programme peut être accepté.
Recommandation(s)
- à accepter
98
Fruit & Vegetables– Year 2011
Member State(s):
NL
Voorlichtingscampagne voor glasgroenten in
Duitsland: vertrouwen door inzicht en
herkenbaarheid (eind 2011 – eind 2014)
(Promotion campaign for greenhouse vegetables in
Germany: trust through insight and recognition
(end 2011 – end 2014)
Ministerie van Economische Zaken, Landbouw en
Innovatie - Dienst Regelingen
GroentenFruit Bureau
not yet selected
Type of measure:
Mixed
Product(s):
Fresh Fruit & Vegetables
DE
Duration:
3 years
Total budget:
3.589.270 EUR
15 September 2011
Yes/No
not yet selected
n.a.
organisation(s)
Yes/No
Yes/No
Yes/No
Yes/No
Yes/No
99
Yes/No
Yes/No
Yes/No
implementing body
n.a.
Objective(s):
Tо increase German consumer confidence in greenhouse vegetables, plus minimize
exposure to crises (such as the E. coli crisis) and encourage the consumption of
greenhouse vegetables.
Only a small percentage of the German population gives heed to the recommendation
from the health authorities to consume a minimum of 400g of fruits and vegetables daily.
Trust in the safety of fruits and vegetables is a precondition for increasing their
consumption.
Aim 1: To increase German consumer confidence in greenhouse vegetables.
Aim 2: To achieve in 2012 the 2010 levels of German consumption of tomatoes,
cucumbers and peppers, and to achieve a marked increase in the German consumption of
tomatoes, cucumbers and peppers for 2014*.
* By Greenhouse vegetables we mean vegetables which are growing in a greenhouse. Examples of
these vegetables are cucumber, tomato, peppers, eggplant, zucchini, green beans and radish sprouts
(under glass). Since cucumber, tomato en peppers are part of the top 5 most popular vegetables in
Germany, these vegetables will play a more explicit role within the campaign.
Strategy:
The following three communication strategies are to be employed:
1. Online marketing (internet, online media, social media and scanning)
A website will be the focus and act as the main port of call for the target group for
information on greenhouse vegetables. This website will be trailed among the target
100
group by means of an online media campaign on appropriate websites. The follow-up
that is aimed for is for the target group to start forwarding information from this website
to friends and contacts via social media (Facebook, Twitter, LinkedIn). It is the intention
also to trigger a conversation about the message itself in social media. Information is to
be placed on the internet to which consumers will be led when they scan in the electronic
codes known as QR codes.
2. Advertising
Communicating directly to the consumer using adverts in the print media, radio and TV
spots, billboards, bus shelters, etc. Possibly, the key figure in the campaign is to be Harry
Wijnvoord, a German-Dutch TV household name who can endorse the message on radio
and TV.
3. Communication on the shop floor
This campaign cannot afford to miss out on the places where the target group decides
whether or not to buy greenhouse vegetables. Accordingly, there will be communications
in and around the store that can help boost consumer confidence. Retailers will be
encouraged to consider this message in their own media (such as sales flyers and
magazines).
Target group(s):
The target group for this information campaign is German families with children. This
group has been identified because parental confidence in greenhouse vegetables is crucial
to stimulate their sales: surely, we want our children to have the best. Moreover, children
are tomorrow's consumers. Habits learned young will stick.
Themes:
1. Enjoyment
2. Confidence
Aspects covered:
quality
safety of food
nutritional values
health impacts
labelling
PDO/PGI/TSG
organic products
101
Key message - Enjoyment
The key message is 'carefree enjoyment' or 'problem-free enjoyment'.
This message will be further expressed in a stimulating thematic headline and matching
image. The thematic headline and image will encapsulate, in a pithy and consumerfriendly way, how greenhouse vegetables are nurtured in a protected environment 'under glass' - playing up all that the goodness of nature has to offer.
The following is an example of the message expressed in a slogan: 'Genussvolle
Salatgemüse aus der geschützten Natur im Geschmackshaus'
Further creative elaboration on this key message will be left to the executing agency.
Secondary message - Confidence
This message is all about the Seven Principles of greenhouse vegetables:
- Safety above all else
- All geared towards freshness
- Founded on nature
- The continual quest for sustainability
- Skilled production, crafting the product with loving care
- Accessibility
- Keeping tabs on taste
102
103
Anticipated impact:
Aims in measurables
Aim 1: To increase German consumer confidence in greenhouse vegetables.
As at end of Campaign Year
A marked increase (5%) in the target group's confidence in
greenhouse vegetables as against levels prior to the E. coli crisis
- expressed in terms of an increase in the average German
consumer's level of appreciation of greenhouse vegetables. Prior
to the E. coli crisis, this stood at 6.0 (source: PT, Spring 2011)
1
2
3
6.1
6.2
6.3
Percentage of target group able to name at least one of the
campaign's outlets (whether volunteered or elicited)
12%
15%
18%
Percentage of target group able to recognize in-store the Seven
Principles of greenhouse vegetables (from sales flyers or on the
shelves)
6%
9%
12%
Aim 2: To achieve in 2012 the 2010 levels of German consumption of tomatoes,
cucumbers and peppers, and to achieve a marked increase in the German
consumption of tomatoes, cucumbers and peppers for 2014, broken down as
follows:
Increase in German consumption of tomatoes, cucumbers and peppers
Tomatoes
Source: GfK/AMI, 2009
and 2010
2009*
2010
2011
wk21-22
2012**
end Yr 1
Percentage of purchasing
household units
93.1%
92.2%
-/- 50%
92%
92%
10.33kg
10.03kg
10.0kg
10.3kg
household units
86.2%
85.5%
86%
87%
Quantity purchased per
household unit
7.00 kg
6.72 kg
6.7 kg
7.0 kg
household units
84.8%
83.7%
84%
85%
household unit
Cucumbers
Peppers
104
-/-73%
-/- 30%
2014**
end Yr3
household unit
5.22 kg
4.79 kg
4.8 kg
5.1 kg
* There was high consumption in 2009, due to bumper yields and low prices.
** Marketing aims for 2012 and 2014 to be firmed up once panel figures for 2011
are in (expected March 2012).
Outreach activity aims
Outreach activity aim with code/number (2)
Online Marketing
Number of unique visitors annually to campaign
website
Average number of pages viewed per website visit
Number of campaign-related reports placed on social
media, such as wall posts, tweets/retweets, 'Likes',
etc.
Number of personal contacts with campaign
message via the online media campaign
Advertising — Adverts in print media
Campaign
Year 1
Campaign
Year 2
Campaign
Year 3
200.000
500.000
750.000
1.5
2.0
2.5
2.000
2.300
2.600
300.000
300.000
300.000
Campaign
Year 1
Campaign
Year 2
Campaign
Year 3
Target group saturation
45%
50%
54%
OTS's (Opportunities to See)
3.0
3.3
3.7
Communication around the store
Campaign
Year 1
Campaign
Year 2
Campaign
Year 3
Target group saturation through retailer magazines
17%
22%
28%
OTS's around the shop floor
1.0
1.5
2.0
Description of metrics (including results metrics)
1. Research in quality and quantity terms
Results metrics will be put together annually from research in quality and quantity terms
among the target group, i.e. German families with children. Quantity research will be
undertaken in order to quantify the outreach achieved by campaign activities, with a
follow-up examining message content by means of quality/quantity (kwali-kwant)
analysis. This is also how the appreciation and impact of the campaign are to be assessed.
The survey is to be carried out by an independent market research agency.
105
This research will serve to test the impact of our efforts and, where required, to inform
adjustments and refinements. For the purposes of this research, GroentenFruit Bureau
will be bolstered by specialists employed by the Product Board for Horticulture
{Productschap Tuinbouw) who is concerned with market and communication research
commissioned by the fruit and vegetable sector.
2. Market developments and consumption trends
To measure consumption trends, the Product Board for Horticulture will acquire GfK
(Growth from Knowledge) figures annually for fruit and vegetable consumption and for
the 30 most-purchased vegetables and 20 most-purchased fresh fruits in the Netherlands.
This will afford insights into market penetration, volumes purchased, spending and
pricing. The 2012 GfK figures acquired will also include consumer information in
lifecycle categories, providing insights into purchasing broken down by age, income and
household type.
3. Consumption Monitor
The Consumption Monitor will provide insights into consumption, the times at which it
occurs and the place of fruit and vegetables in daily life. It will be undertaken annually,
both in April and around Christmas time.
4. Netherlands Market Monitor for fruit and vegetables
The Market Monitor for fruit and vegetables will be compiled annually by the Product
Board for Horticulture, incorporating production, import and export, re-export, wholesale
& retail trade, consumer purchasing and trends. This will form a basis to gain insights
into fruit and vegetable sales trends.
106
29/30
31/40
European dimension:
7/10
Cost/efficiency:
18/20
Budget by action:
€
ACTIONS
Year I
Year II
Year III
TOTAL
50.704
30.000
20.000
100.704
211.040
189.040
189.040
589.120
3. Advertising
599.960
636.960
646.960
1.883.880
4. Communication around
the store
157.353
161.575
161.575
480.503
Total for measures (1)
1.019.057
1.017.575
1.017.575
3.054.207
Implementing body’s fees
(max. 13/15% of (1))
115.862
117.344
117.344
350.550*
Measuring the results of the
measures (maximum 3% of (1))
30.130
30.130
30.130
90.390
Total direct costs for the
programme (2)
1.165.049
1.165.049
1.165.049
3.495.147
31.503
31.503
94.123
1.196.552
1.196.552
3.589.270
1. Concept development
2. Online Marketing
Overheads (max. 3 % of (2))
TOTAL
31.117
1.196.166
* This amount represents 13% of the costs of actions to be executed by the
executing agency and not the activities to be done by the proposing organization.
Part of the programme is to be implemented by the proposing organization (see
additional budget table below).
These activities have been budgeted at € 110/hour, representing the average cost and
amount of time to bes pent by the proposing organization personel (approx. 5% at
€130/h, approx. 47% at €120/h, approx. 31% at €105/h and approx. 17% at €85/h).
107
Year 3
Total
950
950
73.154
80.200
70.600
70.600
221.400
3. Advertising
21.240
18.240
18.240
57.720
4. Communication around the
store
Total for measures (1)
20.920
25.142
25.142
71.204
127.814
114.932
114.932
357.678
1.196.166
1.196.552
1.196.552
3.589.270
10,6%
9,6%
9,6%
9,9%
Actions by proposing
Year 1
Year 2
organization
1. Concept development
5.454
2. Online marketing
TOTAL
Part implemented by the
proposing organization (in %)
Co-financing plan:
€
CO-FINANCING
YEAR I
%
YEAR II
YEAR III
%
TOTAL
%
EU
598.083
50
598.276
50
598.276
50
1.794.635
50
598.083
50
598.276
50
598.276
50
1.794.635
50
1.196.166
100
1.196.552
100
1.196.552
100
3.589.270
100
MEMBER STATE
PROPOSING
ORGANISATION
TOTAL
Remarks:
Programme eligible:
Yes/No
According to article 8, paragraph 2(c), of EC Regulation 501/2008, the programmes
submitted to the Commission shall contain sufficient detail to enable their compliance
with the applicable rules and their cost/benefit ratio to be evaluated.
Following observations demonstrate the lack of sufficient detail in the proposed
programme due to which a proper evaluation of the compliance with the applicable rules
and their cost/benefit ratio is impossible.
108
Lack of unit prices
The description of the actions under point 5.7 contains no financial details hampering a
proper evaluation. Especially the lack of cost build up with indications of unit prices
makes a thorough cost/benefit analysis difficult.
Too often references to annexes 5 and 6 are being used instead of describing in the
application form the details of the programme. It must be reminded that annexes are to be
considered as additional sources of information and not contain essential elements of the
programme which should be described in the application form itself.
Therefore the European Commission requests for point 5.7 'Actions' of the application
form to be reedited to allow a proper detailed evaluation.
Advertising
There is a very strong emphasis on classical advertising (61.7 % of the budget) in the
first year on the basis of a media plan by 'de Media Maatschap'. The choice for
national print media in the first year is acceptable tough the cost build up is not clear.
As for the advertising actions in year 2 and 3 the description 'If necessary optimizing
the media plan in year 2 and year 3 on the basis of the experiences in year 1' (see page
25 of application) is not acceptable for actions worth resp. 62.6% and 63.6% of the
annual budget.
On top of this the net cost for the advertising campaign is set by 'de Media Maatschap'
at 600.000 EUR (see page 3 and 11 of annex A ''Concept media plan for year 1")
though in the budget table the foreseen budgets for year 2 and year 3 are respectively
636.960 EUR and 646.960 EUR.
Since Action 3 'Advertising' on page 24-25 of the application form does not contain
supplementary financial details, since the budget table contains the above described
discrepancy with the media plan from 'de Media Maatschap' and because no unit
prices and cost build up has been provided, further details on this topic need to be
provided.
The European Commission therefore requests more details regarding the detailed cost
build up (unit prices per magazine) of this action and an explanation for the foreseen
budget in year 2 and 3.
109
Budget table
Overhead costs for year 1 are to be limited to 31.117 EUR and for year 2 and 3 to
31.503,5 EUR (3% of total direct costs for the programme minus the part executed by
the proposing organization in that year).
The European Commission requests for the budget table to be corrected.
good/average/poor
quality of actions)
Yes
(a programme aimed at other EU Member State + promotion for European grown
greenhouse vegetables in general)
good/average/poor
good/average/poor
anticipated impact)
85/100
1/1
non available
110
CONCLUSIONS
Observation(s) :
On 23/09/2011 a request for additional information was sent to the Dutch authorities
(Ares 1013295).
By email of 29/09/2011 (Ares 1039864) the requested information was provided in a
sufficient manner thereby allowing the final acceptance of the proposed programme.
A note to the file was edited on 03/10/2011 (Ares 1045357) describing the requested
information and the provided replies by the Member State.
Recommendation(s) :
To be accepted
111
Member State(s):
Austria
Obst, Gemüse und Kartoffeln – ein wesentlicher
Beitrag zu einer ausgewogenen Ernährung
Agrarmarkt Austria
Agrarmarkt Austria Marketing GesmbH
A&V Werbeagentur Communication GmbH
Mediahaus Austria
Type of measure:
Promotion + information
Product(s):
Fresh fruit, vegetables and potatoes
Austria
Duration:
3 years
Total budget:
1.206.090 €
14/09/2011
Yes/No
Yes/No
Yes/No
organisation(s)
Yes/No
Yes/No
Yes/No
Yes/No
Yes/No
112
Yes/No
Yes/No
Running Austrian co financed programme for fruit and vegetables with target market
Austria
Yes/No
The AMA Marketing receives parafiscal levies for the promotion of agricultural
products. AMA Marketing promotes all agricultural products except for wine.
implementing body
Yes/No
Objective(s)
-Re-establishment of the positive image of fruit and vegetables (F&V) as a healthy
produce that can be consumed without worries
-Strengthening of consumer confidence – especially as regards fruit vegetables
(tomatoes, sweet peppers) and leafy vegetables which suffered most during the EHEC
crisis
-Normalising sales which plummeted drastically during the crisis. The estimated sales
level that would have been reached without the crisis serves as target value.
-Information about the strict European legislation for the production of fruit and
vegetables. Focus on hygienic standards, from production all the way through sales.
Strategy :
The hysteria created by the media during the EHEC crisis seriously and permanently
damaged the confidence of consumers in vegetables, even of loyal and convinced
consumers fruit and vegetables.
The following arguments will be used to win back consumer confidence. Fruit and
vegetables from the Community
-are produced according to the strictest hygienic standards
113
-have a traceable origin from within the EU
-are strictly controlled during the whole chain of production
-and can consequently be consumed without any worries
The following core message will be conveyed:
"Fruit and vegetables have always been and will always be the essential basis for a
healthy and balanced nutrition – and not even the EHEC scandal will change
anything about that"
"Fruit and vegetables are still a safe and delicious treat! Choose fruit and vegetables,
5 x a day!"
Target group(s)
Households (general) with a focus on families
Canteens, restaurants
Doctors and nutritionists
Themes :
To promote a ‘five-a-day’- approach (recommendation to eat at least five servings of fruit
or vegetable per day)
Fresh and natural products that guarantee "pleasure without worries" (bedenkenloser
Genuss)
Improvement of the image of F&V (healthy/safe) to compensate for lost consumer
confidence
Quality (safety, production methods, environmental protection in connection with the
origin of the products, traceability)
Variety of the offer
Seasonal differences in the offer of fresh products, information about the production
methods and controls
Excellent availability and easy preparation of fruit and vegetables: often no cooking is
necessary
Aspects covered :
quality
safety of food
nutritional values
health impacts
114
Fruit, vegetables and potatoes are natural, healthy products that form an essential part of
a modern and balanced diet.
The variety of these products not only offers enjoyment but also provides a significant
contribution to health and ensures the supply with many essential nutrients.
Within the EU F&V are produced, processed and sold according to strict guidelines and
can safely be enjoyed
Quality of F&V in the EU is rigorously controlled to justify the confidence consumers
put into the products
1) Poster campaign: One month (August) per year 1, 1.955 Posters throughout Austria,
aim: to raise attention, net coverage within target group: 70%, OTS: 17,4. First graphic
proposal provided.
Budget per year: 150.000 €, overall budget: 450.000 €
2) Radio Spots: 3 spots per year in local stations and the best known private stations (Ö3,
Radio NÖ, OÖ, SBG, Tirol, Vlb, Krt, Stmk, Wien). 396 spots per year à 20 seconds
(April, May, September, and October). Net coverage within target group: 63 %, OTS: 5,2
Budget: per year: 90.000 €, overall budget: 270.000 €
3) Print (Advertorials): Placing of 5 advertorials from April to November per year (Essen
& Trinken, Falstaff, Wienerin kocht, Krone Bunt). 1/1 page, 4 colours. Net coverage
within target group: 60,2 % OTS: 8,4. First graphic proposals provided.
4) Information brochures "Safety of F&V": 1 brochure (36 pages, 50.000 copies) per
year. Expected net contacts per year: 100.000
5) Information poster "Safety of F&V": 1 poster per year (25.000 copies) complementing
the info brochure. Net coverage within target group: 70%, OTS: 17,4. First graphic
proposal provided.
6) Internet/website: 1 new online game per year, topic "safety of F&V", implemented on
www.5amtag.at . The games and the winners will be announced via action "radio spots".
Anticipated impact:
Main objective is to improve the image of vegetables and to take it back to pre-crisis
levels.
115
This will be measured with suitable methods:
•
Market data from "Statistik Austria" and ROLL AMA
•
Quantitative opinion poll.
Expected results and evaluation method per action:
Action
Target Group
Objective
Method
1,2,3
Households,
families
85% coverage of
above the line
actions
Media analyses
(advertorials)
Increase of per
capita consumption
4,5
Doctors and
nutritionists
At least 200.000
contacts
70% coverage in
target groups (info
posters)
150CAPI interviews
(poster and radio)
Statistik Austria /
ROLL AMA
Number of
requested info
brochures/info
posters
Survey among 50
doctors/nutritionists
Media analyses
6
Online users
Participation at the
online quiz
Number of
participants, site
visits
Survey (pop up) on
website
Additional information:
AMA Marketing has its own market research division and 15 years experience with
studies on consumer behaviour in the field of agricultural products. Consequently, AMA
Marketing has at its disposal a huge pool of information for benchmarking and
comparative analysis with regard to the results of the EU funded promotion programmes.
One of the data pools in question is the RollAMA. RollAMA is a household panel that
was established in 1994 and for which every year a variety of data concerning all fresh
agricultural products are being collected from a panel of 2500 households. The RollAMA
is implemented in cooperation with GfK Austria (collection of data) and keyQUEST
(evaluation of data). RollAMA aims at providing an overview of all markets for fresh
products in terms of market development, segment adjustments /segment shiftings, price
development, change in shopping behaviour. RollAMA will be one of the tools used to
evaluate the programme.
116
30/30
38/40
European dimension:
8/10
Cost/efficiency:
20/20
Budget by action :
€
ACTION
Year I
Year II
Year III
TOTAL
Placement
119.548
119.548
119.548
358.644
Production
30.452
30.452
30.452
91.356
Placement
74.871
74.871
74.871
224.613
Production
15.129
15.129
15.129
45.387
Placement
39.995
39.995
39.995
119.985
Production
15.005
15.005
15.005
45.015
4.. Info brochures
35.000
35.000
35.000
105.000
5. Info poster
12.000
12.000
12.000
36.000
6. Online quiz/game
25.000
25.000
25.000
75.000
Total action costs
367.000
367.000
367.000
1.101.000
Fees of IB
33.030
33.030
33.030
99.090
Evaluation
2.000
2.000
2.000
6.000
Total direct costs
402.030
402.030
402.030
1.206.090
TOTAL
402.030
402.030
402.030
1.206.090
Above the line
1 Poster campaign
2. Radio Spot
3. Advertorials
Below the line
Cost for performance guarantee
CO-FINANCING
YEAR I
%
YEAR II
YEAR III
%
TOTAL
%
EU
201.015
50
201.015
50
201.015
50
603.045
50
MEMBER STATE
80.406
20
80.406
20
80.406
20
241.218
20
PROPOSING
ORGANISATION
120.609
30
120.609
30
120.609
30
361.827
30
117
TOTAL
402.030
100
402.030
100
402.030
100
1.206.090
Remarks:
There is a running Austrian co financed programme for fruit and vegetables with target
market Austria.
Programme eligible:
Yes/No
Objectives and Result/Impact measurement
1) To compensate for the losses experienced during the crisis, increases in sales and in
per capita consumption form part of the programme's objectives. Please provide
quantitative data on the targeted increases in sales / per capita consumption so as to
guarantee the SMART formulation of the objectives.
2) A coverage of 85% is indicated in the table on page 22 of the proposal (point 6) as
objective for the above-the-line actions. Earlier in the proposal, an estimated coverage of
60 – 70% per action is mentioned. Please clarify and provide the correct information.
Actions
3) The media plan for the radio spots and advertorials provided in the annex to the
proposal does not yet contain information about costs/discounts etc. Please provide the
completed tables if possible.
good/average/poor
quality of actions)
limited
Impact forecast and assessment' methods
satisfactory
good/average/poor
118
100
anticipated impact)
96/100
1/1
CONCLUSIONS
Observation(s) :
A letter requesting additional information (Ares 1012245) was sent by DG AGRI D4 to
the Austrian authorities on 23 September 2011.
The Austrian authorities submitted their reply by e-mail on 28 September 2011 (Ares
1030091)
The Commission observations were taken into account and the Austrian authorities
satisfyingly addressed the different issues raised by DG AGRI (see file note).
Recommendation(s) :
[- To be accepted
- To be accepted provided that the above observations are taken into account
- To be rejected]
119
Member State(s):
Romania
Programme for the promotion of cherries in third
countries (Russia and Ukraine)
Ministry of Agriculture and Rural Development,
Romania
Organiza ia interprofesională na ională
“Prodcom legume - fructe” din România
Not yet selected
Type of measure:
Mixed (information + promotion)
Product(s):
Fresh cherries
Russia and Ukraine
Duration:
36 months (3 years)
Total budget:
984.776 EURO
14/09/2011
Yes/No
Yes/No
Yes/No
organisation(s)
Yes/No
Yes/No
Yes/No
Yes/No
Yes/No (NA)
120
Yes/No
Yes/No
Yes/No
implementing body
Yes/No
Objective(s)
The Programme is based on the following objectives:
1. Strengthening consumer confidence in the fresh fruit and vegetable products
produced in the EU.
2. Penetration to new markets / strengthening of the market position in existing
markets
3. Increasing opportunities for exporting in third countries.
Strategy :
According to the information submitted by the proposing organisation, the strategy has
been drawn in accordance to the guidelines of the EU Regulations, by taking into
consideration the following:
Objectives of the Programme
Themes of the Programme
Duration of the Programme
Available human resources
Available funding resources
Characteristics of the target groups
Current situation of target markets
Characteristics of the products
Modern methods and techniques for information and promotion actions and the
evaluation of the actions results.
121
The Programme is realistic and it is designed by taking into consideration the factors of
the market, the import policy and the legislation of the target countries, the available time
and resources.
The participant organization represents the cherry fruit sector that has faced challenges
during the epidemic caused by the bacterium Escherichia coli
The product will be promoted through the information of all target groups about the
European quality specifications and their intrinsic characteristics. Modern and popular
marketing tools will be used. Through specialised actions and regular communication
there will be strengthening of the cooperation with the major stakeholders of the market.
The Programme actions are complementary and adhesive.
The communication strategy of the programme will be dynamic, flexible and organised,
based on the special characteristics of the target groups.
In order to achieve high impact, the Programme has been strategically designed to focus
on major urban centres of the target countries, while the advertisement actions will take
place on national scale.
Measurement of the results and evaluation of the impact of the Programme consist part of
the strategy. It will be based on measurable indicators (qualitative and quantitative), in
order to come to accurate conclusions about the impact of the Programme and its
response to the objectives.
Target group(s) :
Consumers (Young people 18-35 years old and adults 35-60 years old.)
Opinion Leaders (specialised journalists, distinguished professionals of the food sector)
Professionals of the market
Themes :
Quality.
Food safety.
Image of European products.
Aspects covered :
quality
safety of food
nutritional values
health impacts
labelling
122
PDO/PGI/TSG
organic products
General messages to be conveyed by the programme to the target groups:
European fruits: fresh and natural
European fruits: a delicious everyday habit
European fruits: Quality and Safety from the field to your table
Balanced diet with European fresh fruits
European fruits: Enjoyment and quality
European fruits: Taste and color on your table
1.
Electronic media
1.1. Campaign’s Concept – Design of the Programme’s logo, slogans and key messages
in 2 languages (Russian, Ukrainian), in order to support the other activities and to be
recognised by the target groups. Cost: 5.000 Euro. Implementation: 1st trimester.
1.2. Website - Registration / design / construction / maintenance of website Information and promotion channel of the programme in two languages (Russian and
Ukrainian). Cost: 7.500 Euro. Implementation: 1st trimester/ constant update.
1.3. Video Clip – Production of a 30’ film – travelogue for the production of cherries in
Bulgaria and Romania. In two versions (Russian – Ukrainian). Cost: 20.000 Euro.
Implementation: 1st trimester.
2.
Printed material
2.1. Information brochures – Design and production of 30.000 4-page information
booklets (coloured, printed on illustration paper 150gr/m3, 20,5 cm x 14 cm). In 2
versions (Russian, Ukrainian). Cost: 30.000 Euro. Implementation: 1st trimester
123
2.2. Folders – Design and production of 5.000 folders (A4, hard paper) with the logo and
key messages. In 2 versions (Russian, Ukrainian). Cost: 4.000 Euro. Implementation:
1st trimester
2.3. Aprons - Special PVC kitchen aprons with logo and slogans imprinted will be
produced and distributed during tasting activity in Russia. 30.000 pcs. Cost: 36.000
Euro. Implementation: 1st trimester.
3.
Exhibitions
3.1. World Food Moscow – International exhibition in Moscow. Participation in 2012,
2013 and 2014 with a special constructed stand 35sqm), representing the
programme. Cost: 90.000 Euro (30.000 euro 3 fairs). Implementation: 3rd, 9th and
11th trimester.
3.2. Prodexpo – International exhibition in Moscow. Participation in 2014 with a special
constructed stand (35qm) representing the programme. Cost: 35.000 Euro.
Implementation:9 th trimester.
3.3. Agrorus – International exhibition in St. Petersburg. Participation in 2014 with a
special constructed stand (30sqm) representing the programme. Cost: 30.000 Euro.
Implementation: 10th trimester.
3.4. Interfood – International exhibition in St. Petersburg. Participation in 2013 with a
special constructed stand (30sqm) representing the programme. Cost: 30.000 Euro.
Implementation: 6th trimester.
3.5. World Food Ukraine - International exhibition in Kiev. Participation in 2012, 2013
and 2014 with a special constructed stand (25sqm) representing the programme.
Cost: 75.000 Euro (25.000 Euro X 3 fairs). Implementation: 4th, 8th and 12th
trimester.
The programme includes a very detailed timetable for the different exhibitions
foreseen. Overall cost for all the exhibitions: 770.000 Euro
4.
Promotion
4.1. Sampling at points of sales – Annual campaigns in Russia Moscow during 4 days in
45 stores (supermarkets). Distribution of samples, information material and aprons.
The cost includes booking of POS, fees of the promotion personnel, stands, specially
designed banners, purchase and label of products etc. Cost: 210.000 Euro (70.000
Euro X 3 campaigns). Implementation: Annually (3rd, 7th and 10th trimester)
4.2. Product Presentations – Organization of 3 specialized presentations as major PR
events: Russia (Moscow 2012, St. Petersburg 2013) – Ukraine (Kiev 2012).
Objective is to create a stronger cooperation network with the professionals of the
markets. Cost: 29.000 Euro (Russia: 10.000 Euro x 2 events – Ukraine: 9.000 Euro).
Implementation: Russia (3rd and 6th trimester) Ukraine(12th trimester)
4.3. Visits in production units – 6 visits of 24 professionals and journalists from Russia
and Ukraine to the production units of the organisations in Bulgaria and Romania.
Cost: 36.000 Euro. Implementation: Russia: 4th ,5th and 9th trimester, Ukraine: 3rd,
5th and 9th trimester.
124
4.4. Business missions to the target markets – Organization of 9 business missions (6 in
Russia and 3 in Ukraine) to target market by groups of special executives assigned
by each proposing organizations in order to be familiarized with the markets.
Combined action with exhibitions. Cost: 51.000 Euro (Russia 6 missions X 6.000
Euro/mission, Ukraine 3 missions X 5.000 Euro /mission). Implementation:
Annually during exhibitions.
5.
Advertising
5.1. Ads in press and magazines – Publication of full page ads promoting the messages
and themes of the Programme in popular newspapers/magazines in Russia (5 ads)
and 3 ads in Ukraine. In Russia campaign will run supporting sampling activity.
Cost: 50.000 Euro. Implementation: 2nd, 3rd, 7th and 11th trimester.
5.2. Advertorials in press and magazines – Compose and publications of special articles
and advertorials addressing key messages of the programme in popular
newspapers/magazines in Russia (8 advertorials) and in Ukraine (3 advertorials). In
Russia campaign will run supporting sampling activity. Cost: 37.000 Euro.
Implementation: 3rd, 6th, 8th, 10th & 11 trimester.
5.3. TV shows - Special presentations at the “Ask the Cook” TV show in Russia in order
to increase awareness of Russian consumers especially women. 3 presentations.
Cost: 135.000 Euro. Implementation: 7th and 11th trimester.
Travel expenses
The implementation of the actions requires the transportation of executives of the
implementing organization, who are going to visit the target countries in order to
organize the actions and to supervise the implementation procedure. Travel and
subsistence cost per country are clearly detailed within the programme.
Anticipated impact:
After the implementation of all information and promotion actions it is expected that the
objectives of the Programme will have been met:
1. Strengthening consumer confidence in the fresh fruit and vegetable products
produced in the EU.
2. Penetration to new markets / strengthening of the market position in existing
markets
3. Increasing Opportunities for exporting in third countries .
An evaluation study will be conducted at the end of every year of the Programme.
The measurement of results includes (a) quantitative assessment of the actions (collection
of quantitative data and correlation to the anticipated results), (b) qualitative evaluation
(based on the questionnaire which will project the satisfaction of participants in the
actions) and (c) measurement of the impact of each action, to each target group, in each
country, in each year.
125
In brief the evaluation will be deployed in 3 levels:
(8)
Evaluation of the Programme objectives
•
(9)
Relevance and update of the strategy
Determination and update of the objectives: Indicators of realisation (output),
results and effect.
•
•
•
(10)
•
•
•
•
Quantification of the objectives.
Adjustment – complementation of the monitoring – evaluation indicators.
Measurement of output and results indicators.
Evaluation of the impact
Evaluation of the level of influence
Evaluation of the impact / timetable of actions
Analysis of effectiveness (outputs and results / available resources)
Identification of objectives and results - verification / readjustment of objectives.
The questionnaires will be addressed to all target groups and will be filled in during the
exhibitions and the promotion actions. They will be used as a means to collect data
regarding the habits and preferences of the consumers, the level of knowledge of all
target groups about the European quality framework, their opinion about the products.
28/30
37/40
European dimension:
5/10
Cost/efficiency:
17/20
Budget by action :
in EUR €
ACTION
Year I
Year II
Year III
TOTAL
1. Electronic media
30.500
1.000
1.000
32.500
2. Printed material
52.000
0
0
52.000
3. Exhibitions
55.000
85.000
120.000
260.000
4. Promotion
112.000
109.000
105.000
326.000
5. Advertising
22.000
62.500
47.500
132.000
126
Travel expenses
Total for actions (1)
Costs of performance guarantee
Fees of implementing body (13% of (1),
Annex III, point B.1.2 of the contract)
Measurement of results of actions
(maximum 3% of (1), Annex III, point
C.5 of the contract)
Total direct costs for the programme
(2)
Overheads 5 % of (2), Annex III, point
A.2 of the contract)
TOTAL FOR PROGRAMME
3.000
3.000
3.000
9.000
274.500
260.500
276.500
811.500
2.080
1.520
1.960
5.560
35.685
33.865
35.945
105.495
8.235
7.815
8.295
24.345
320.500
303.700
322.700
946.900
12.820
12.148
12.908
37.876
333.320
315.848
335.608
984.776
The programme includes a very detailed action plan and budget, broken down for each
action and target country (Russia, Ukranie) concerned.
Co-financing plan : in EUR €
YEAR I
%
YEAR II
%
YEAR III
%
TOTAL
%
EU (50%)
166.660
50
157.924
50
167.804
50
492.388
50
ROMANIA (30%)
99.996
30
94.754
30
100.682
30
295.432
30
PROPOSING
ORGANISATION
(20%)
66.664
20
63.170
20
67.122
20
196.956
20
TOTAL
333.320
100
315.848
100
335.608
100
984.776
100
CO-FINANCING
Remarks:
Quantification of objectives 2 and 3 of the programme and confirmation of the
value for money of the proposal
The programme includes among its objectives:
•
To penetrate new markets / strengthening of the market position in existing markets
(Objective 2).
127
•
To increase the opportunities for exporting in third countries (Objective 3). This last
objective, which concerns European fruit, namely that produced in Romania, foresees
and increase of 15% by the end of the implementation of the programme (page 39).
Taking account of the current export statistics of cherries (CN code 0809 20) to Russia
and Ukraine provided in pages 22, 23, 34 35 and 36 of the programme, please provide
quantitative estimations for both Objectives 2 and 3.
Moreover, the value for money of the proposal should be further justified. According to
the data provided it seems to result that Objective 3 of the programme would be reached
with an increase in exports of 105 tons (15% * 700 tons of cherries produced in
Romania) by the end of the programme for a total cost of 994.227 EUR. That would
yield a cost/benefit ratio of roughly 9.468 EUR for each new ton exported to third
countries.
Budget of the programme and co-financing plan
The budget of the programme includes in pages 86, 88, 90 and 91 what seems to be an
evident error that needs to be corrected: the "Overheads" of the proposing organization
have wrongly been calculated as 5% of the total direct costs of the programme, instead as
4% of the said direct costs.
This percentage should be corrected whereas, as clearly explained in Annex III, point
A.2.A, "Overheads" for third countries shall not exceed 4% of the direct costs in the case
of programmes proposed by one Member State, as it happens to be the present case (the
programme is proposed only by Romania).
Consequently, "Overheads" indicated in pages 86, 88, 90 and 91 of the programme
should be recalculated as 4% of the direct costs.
Therefore, the total budget of the programme and its co-financing plan should be
corrected accordingly.
Programme eligible:
Yes/No
A letter requesting additional information (Ares 2011 – 1006800) was sent by DG AGRI
D4 to the Romanian authorities on 22.09.2011.
The Romanian authorities submitted their reply by e-mail dated 28.09.2011, registered by
DG AGRI under Ares 2011-1029812.
good/average/poor
quality of actions)
128
good/average/poor
Impact forecast and assessment' methods:
good/average/poor
good/average/poor
anticipated impact)
87/100
1/1
Not applicable.
CONCLUSIONS
Observation(s) :
Out of the analysis of the answers provided by the Romanian authorities on 28.09.2011
(Ares 2011-1029812), it results that the proposal may be considered as eligible for EU
part-financing under Regulations 3/2008, 501/2008 and 688/2011.
Recommendation(s) :
[- To be accepted
- To be accepted provided that the above observations are taken into account
- To be rejected]
129
Member State:
United Kingdom
Salad Days – Making More of Salads
Competent Authority(ies): Rural Payments Agency
Proposing organisation(s): British Leafy Salads Association Ltd (BLSA)
Ceres Partnership Limited
Type of measure:
information/promotion/mixed
Product(s):
Fresh vegetables (leafy salad products)
Targeted countries:
UK
Duration:
3 years
Total budget:
€ 279.455 (corrected from 295.858)
14.09.2011
Yes/No
Yes/No
N/A
organisation(s)
Yes/No
Yes/No
Yes/No
Yes/No
Yes/No
OPINION OF THE MEMBER STATES
Yes/No
Yes/No
Confirmation by the MS of the representativeness of the proposing
organisation in the relevant sector(s)
Yes/No
130
The proposing organisation has 37 members representing 85% of the UK leafy
salad industry
Confirmation by the MS of the technical and financial effectiveness
of the proposing organisation
Yes/No
Confirmation by the MS of the technical and financial capacity and
effectiveness of the implementing body
Yes/No
Objective(s):
1. To drive increased sales via increased frequency of purchase;
2. To raise awareness of campaign messages surrounding versatility, health, taste and
provenance;
3. Increase quantitative and qualitative engagement with the target audience;
4. To initiate a primary school growing project of salad leaves
Strategy:
Marketing mix of integrated actions under the Salad Days theme according to a two fold
strategy to cover both consumers and school children
Target group(s):
1. Female main shoppers aged 28-34 of the pre and young family life stage (representing
around 5.5 million households)
2. Primary school children (aged 7-11)
Themes:
1. Salad Days…making more of salads
2. Grow Your Own Salads.
Aspects covered:
quality
food safety
nutrition aspects
health aspects
image of EU products
1. Versatility (variety);
131
2. Health (part of 5 a day; source of vitamins and minerals that are an important part of a
healthy balanced diet);
3. Taste;
4. Provenance (grown to the highest EU standards).
1. Salad Days website including recipe database, Salad facts Campaign news, Grow
Your Own Salads (GYOS) area, FAQ, and links to Salad Days social media activity; and
from Y2: Interviews with the Salad Days ambassadors (winners of the previous year's
recipe competition, videos using the ambassadors and the campaign celebrity chef;
2. PR campaign:
- Recipe competition with a relevant online media partner: i.e. “deliaonline” (Y1)
- Celebrity writer Flavour profiling (Y1)
- A Salad Days event for key food writers and bloggers at a farm during (Y2)
- Advertorials in 2 retailer magazines and 2 other consumer/food magazines (Y2)
- Hiring of a celebrity chef and of a nutritionist as spokesperson
- 12 recipes with photo to be developed and placed in target media, predominately
magazines and online
- Press office including carrying out 1-1 briefings with key media, invitations to key
media to meet the growers, press pack, dedicated telephone line / email address
- Dissemination to the media of other programme activities such as the recipe
competition, Flavour profiling and "Grow your own salads; and follow-up of
social media activities (esp. in Y3)
3. Social media (Y1 and Y2) + On-pack promotion (Y3)
- Twitter campaign
- Facebook presence (Y2)
- On-pack promotion on 1 mion leafy salad packs
Terms and conditions of the promotion will reflect that is not allowed on branded
packs and that it is restricted to EU product only
4. "Grow your own salads" aimed at school children to learn through growing about
leafy salads; this action also aims indirectly at young families
- Recruitment to be complete by Mid July each year, kits distributed September. Sow
indoors in September, harvest end October
- Online interactive game to be developed in Y2
Anticipated impact:
-
The purchasing frequency of the target group (women aged 28-34) brought up from
17 times to 21 times per year; this would result in a €24 million increase in retail
turnover;
132
-
Increased awareness of the campaign messages by a percentage to be specified
following stage 1 of a benchmark survey to be repeated annually over the 3 year
campaign;
Increased quantitative and qualitative engagement by the target audience resulting in
7,500 monthly hits to the website, 165 pieces of campaign coverage (OTS: over 90
mion) and 850 twitter followers by year 3;
‘grow your own salads’ project initiated and involving 686 primary schools / 20.000
children
-
Methods of appreciation of the impact:
-
Kantar sales data to track frequency of purchase amongst target group;
-
pre and post benchmarking research will also be carried out to assess awareness of
the campaign and perceptions towards leafy salads
ASSESSMENT BY THE MEMBER STATE/MEMBER STATES:
23/30
Quality and effectiveness of the programme:
25/40
European dimension:
5/10
Cost/efficiency:
16/20
Budget by action:
(€)
ACTION
Year I
Year II
Year III
TOTAL
1. Website
2. PR campaign
3. Social media + On-pack
promotion
4. School children PR
Total for Actions
22.358
40.409
16.526
37.008
1.165
57.861
40.049
135.278
9.314
16.062
16.298
41.674
14.901
86.982
18.286
87.882
13.228
88.552
46.415
263.416
2.609
2.636
2.656
7.901
Implementing body’s fees
Evaluating the results of the
measures
Total direct costs
89.591
90.518
91.208
2.687
2.715
2.736
TOTAL
92.278
93.233
93.944
Implementing body’s fees are included in the cost of actions and to be invoiced on the
basis of time-sheets
Overheads
271.317
8.138
279.455
Co-financing plan: €
CO-FINANCING
YEAR I
%
YEAR II
%
EU
46.139,00
50
46.616,50
50
MEMBER STATE
133
YEAR III
46.972
%
TOTAL
%
50
139.727,50
50
PROPOSING
ORGANISATION
TOTAL
50
46.139,00
92.278
50
46.616,50
100
93.233
50
46.972
100
93.944
50
139.727,50
100
279.455
Remarks:
The UK lettuce market is worth €635m annually, 50% of which are imports, mostly from
other EU countries (Spain, Italy, France, Portugal and Holland). The UK imports a very
small percentage of leafy salad produce from non-EU countries, a maximum of 2%
from North Africa and the United States when there is unfavourable weather in the
UK and Europe.
It has a high market penetration (92%) with an average purchasing frequency of 21 times
per year. The main quantitative objective of the programme is to bring up the purchasing
frequency of the target group (women aged 28-34) from 17 times to 21 times per year.
The E.Coli outbreak has seriously affected the sector with over 90% of the UK claim for
compensation from the EU coming from leafy salad growers.
Programme eligible:
Yes/No
1. The reference to British salads in the Strategy should be deleted OK
2. Provide market share of non-EU production in order to assess the EU dimension of the
programme OK
3. Actions-related questions
- It is unclear how the Celebrity writer Flavour profiling will be used in the PR;
placement costs for advertorials, recipe and other features do not seem to have been
taken into account in the costs: please elaborate; OK
- Please justify discontinuing the social media campaign in Y3 – examine the
possibility to remedy this; OK
- Explain mechanism ensuring that on-pack promotion will not benefit particular
brands; that its use will be restricted to EU products; OK
- Elaborate link between actions aimed at young women and actions aimed at school
children which seem to be stand-alone in order to assess the programme as a
coherent a set of operations in line with Article 1(2) of Regulation (EC) No
501/2008; OK
4. Costs breakdown:
- Provide costs break-down for on pack promotion (€13.970) OK
134
100
5. The amounts for the overheads and the measurement of the results exceed the eligible
percentages set out by respectively Annex.III.A (3% of the total direct costs per year)
and Annex.III.C.5 of the model contract (3% of the total for measures for the first 2
years and 5% for Year 3 if it includes an evaluation of the whole programme); they
should be reduced according to these percentages; the budget and co-financing plan
should be rectified accordingly. OK
OPINION OF THE COMMISSION SERVICES:
good/average/poor
good/average/poor
To counter the E. coli outbreak induced consumer’s loss of confidence in the
product concerned that has seriously affected the industry financially;
Information on EU production standards in terms of quality, safety, traceability;
Beneficial to EU operators that export to the UK
Yes/No
(relation between total cost and anticipated impact)
good/average/poor
69/100
1 out of 2
N/A
CONCLUSIONS
Observation(s) :
Reminder: Any reference in messages to be disseminated to the effects on health of
consuming the products concerned shall be based on generally accepted scientific data.
Messages referring to such effects must have been accepted by the national authority
responsible for public health (Article 4(3) of Regulation (EC) No 501/2008)
Recommendation(s) :
To be accepted
135
Member State(s):
Greece
“EU Safe, Fresh and Simply Best…..”
Ministry of Rural Development and Food
Hellenic Federation of the Unions of Organic Farmers
(HELLAS BIO NET) as representative of Inter-trade
Association of Natural and Legal Persons
Not yet selected
Type of measure:
mixed
Product(s):
Fresh Fruit and Vegetables organically grown
Targeted countries:
Russia and Ukraine
Duration:
3 years
Total budget:
3,357,858 €
15.9.2011
Yes
n/a
Yes
organisation(s)
Yes
Yes
Yes
Yes
Yes
136
Yes
No
Yes
Yes
n/a
Objective(s):
Improve the image and the awareness that the EU quality of fresh fruit and vegetables are
guaranteed safe
Re-build consumer confidence to encourage the purchasing of European fresh fruit and
vegetables
Strategy:
This programme proposal is targeted to the external markets of Russia and Ukraine as the
Russian and Ukrainian consumers were unintentionally affected as a result of the E.coli
outbreak in Europe. The Russian and Ukrainian authorities banned the importation of
fresh fruit and vegetable products from Europe and thus caused a shortage of availability
of fresh produce just as the summer seasonal fresh fruit and vegetables were becoming
available. The ban has been lifted for most exporting EU countries on the proviso that
imports are accompanied by authorised certificates guaranteeing the quality and safety of
the produce. The Russian and Ukrainian markets are of importance to the European
producers as they are the third largest export market for European produce. The
programme strategy will be centred on the information activities with promotional
activities supporting these. It is considered very important for this campaign strategy that
Russian and Ukrainian target groups, especially the consumer groups, become aware that
fresh fruit and vegetables are quality safe, and that they become sufficiently convinced
and confident in order to resume consumption.
The information / promotion activities will link the programme objectives and utilise
messages and slogans such as the following:
EU fresh fruit and vegetables: champions in quality
Naturally safe naturally good
EU fresh fruit and vegetables natural taste
137
Follow the label discover the EU quality
EU 4 seasons of quality taste
Safe and fresh, simply the best!
The slogans will be accompanied by professional food styled photographs of fresh
seasonal fruit and vegetables; every crop season will be covered in order to demonstrate
to consumers that fresh fruit and vegetables are available in seasonal varieties at any time
of the year. The Russian and Ukrainian market is integrated in this particular sector this
assists to support the effectiveness of the objectives and it is advantageous that the target
markets (RU & UA) also reflect cultural and social similarities with geographic
proximity. The programme strategy for RU & UA will be consumer oriented and will
aim to have a multiplying effect. For example, the degustations in supermarkets will give
the consumers an opportunity to sample the available fresh seasonal produce and the
promotional material used in the activity will act as recognition to remind them of the
other programme activities. The strategy will be based on awareness through advertising
and information activities in order to re-gain consumer confidence to consume European
fresh fruit and vegetables. Another programme tactic will be to establish a contact or
recognition between the producers and the consumers. Many consumers are unaware of
where or how the produce is grown. This happens more often with the young generation.
Informing the consumers correctly, providing information on produce labelling,
European safety criteria, on the place of origin and on all the efforts that are made to
produce gives consumers of all ages a different appreciation of the produce and the
quality.
Target group(s):
Households (Families of all ages and groups)
Mass catering operators
Themes:
1 Actively involve the target groups in the campaign by encouraging them to be aware
of the labelling which is the EU guarantee of safety and quality of fresh fruit and
vegetables. Highlight to consumer target groups that EU food labels are tools to
ensure the quality standards of the produce. EU fresh fruit and vegetable produce are
labelled making it easy to recognise the safety and high quality of the produce.
Consumers and mass caterers will be informed about understanding labelling and the
EU “farm to fork” guaranteed approach.
2. Flavour and seasonal variety are the origins of European well-being and food
enjoyment. The EU fresh fruit and vegetable producers are the guardians of EU
quality traditions. Advising consumer target groups of the different varieties of fruit
and vegetables and discovering traditional recipes of “pickling vegetables” or making
traditional “spoon sweets” with particular stone fruits, or traditional home made “soft
drinks” with citrus fruits, would be a fun way to involve families and young
138
consumers in participating in the social activities of enjoying fresh fruit and vegetable
produce.
3. To improve good alimentary habits of eating fresh fruit and vegetables in all consumer
categories, fresh produce fits all dietary regimes by providing a balanced diet. EU
fresh fruit and vegetables are rich in flavours and varieties.
Aspects covered:
quality
safety of food
nutritional values
health impacts
labelling
PDO/PGI/TSG or organic products
of the wine grape variety
Main messages are formulated to be used as potential programme slogans that will
support the themes, objectives and activities of the proposed programme.
EU fresh fruit and vegetables: champions in quality
Naturally safe naturally good
EU fresh fruit and vegetables natural taste
Follow the label discover the EU quality
EU 4 seasons of quality taste
Safe and fresh, simply the best!
139
ACTIONS BY COUNTRY, INCLUDING VOLUME
RUSSIA
MEASURES
1st
Year
2nd
Year
UKRAINE
3rd
Year
1st
Year
2nd
Year
3rd
Year
14,667
14,667
14,667
14,667
MEASURE 1 - INFORMATION ACTIONS
1.1 Design and production of promotional materials
Activities
1.1.1 Logo
1
1.1.2 Brochures 12-page, 18X18 cm
22,000
1.1.3 Folders A4, color
3,300
1.1.4 Placemats A3, 30x42 cm
22,000
1
22,000
22,000
14,667
2,200
22,000
22,000
14,667
1.1.5 Website
1
1
1.1.6 VIDEO spots 2 min
1
1
1.2.1 Notepads & pens
3,300
2,200
1.2.2 Promotional T-shirts & caps
3,300
2,200
1.2 Give a ways
140
1.2.3 Environmental shopping bags
3,300
2,200
1
1
1.3 Market research in Russia & Ukraine
MEASURE 2 - PROMOTION ACTIONS
2.1
POS - shopping malls and/or
supermarkets: 10 POS for 5 days in
each country
0
50
50
0
50
50
2
2
2
1
1
1
2
3
3
1
1
1
8
8
8
4
4
4
10
10
10
10
10
10
10
10
10
10
10
10
Activities
Participation in trade fairs/exhibitions
2.2
3 times in World Food Moscow WFM
3 times in World Food Ukraine
3 times in PETERFOOD
2.3
Matchmaking workshops
MEASURE 3 - ADVERTISING ACTIONS
3.1
Online - Internet Advertising
Activities
Adverts & advertorials
3.2
one page for magazines
½ page for newspapers
3.3
Outdoor Advertising Billboards
141
Advertising on TV channels
3.4
120 spots in Russia
40
40
40
20
20
20
60 spots in Ukraine
Activities
MEASURE 4 - PUBLIC RELATION ACTIONS
4.1
PR contacts with the media &
advertising
0
1
1
0
1
1
4.2
Seminars at educational establishments
3
3
3
3
3
3
4.3
Missions to manufacturing places
1
1
1
1
1
1
142
Anticipated impact:
The foreseeable impacts of the programme relates directly to the objectives and what the
estimated results will be:
Estimated impacts on the recognition and the awareness on EU fresh fruit and
vegetables safety and quality up to 8-12%
Estimated effect on trade (purchasing) between EU (in particular regarding Greek fresh
fruit and vegetables) Russia and Ukraine forecasting a 3.5% annual increase
It is reasonable to assume that the programme activities addressed specifically to both
target groups will modify the habits in consumption of fresh fruit and vegetables
achieving a net per capita consumption increase, after 3 years project, of around 5%.
The evaluation is a significant component of the programme as it will assess (at the end
of each project phase) whether or not the measures and actions, fulfil the objectives. All
processes related to the Evaluation of the programme will be conducted by an
analysis of the programme. The technical capacity of the Evaluators will be assessed on
the basis of expertise, knowledge, efficiency, experience and reliability in the following
areas;
• Expertise in data collection techniques
• Expertise in data analysis and data interpretation
• Excellent reporting skills
1.
2.
3.
4.
5.
6.
7.
8.
How the questionnaire will be administered
Formulation of questions, language testing
Questionnaire layout / printing
Pre-test questionnaire
Follow-up and review / re administration of questionnaire
Collection, storage and data entry of result
Analysis, reporting and review
Recommendations and conclusions
27/30
39/40
European dimension:
10/10
Cost/efficiency:
18/20
143
BUDGET in Euros (€)- by - Year
PLANNED BUDGET (€)
MEASURES
Year 1
MEASURE 1 - INFORMATION ACTIONS
112,922
12,467
57,567
303,255
22,367
22,367
157,655
157,655
12,467
4,455
37,400
9,900
9,900
29,700
37,400
4,455
9,900
29,700
21,000
21,000
55,200
55,200
55,200
35,200
35,200
35,200
105,600
105,600
6,875
6,875
6,875
20,625
6,875
20,625
21,083
21,083
21,083
63,250
21,083
63,250
7,242
7,242
7,242
21,725
7,242
21,725
40,000
40,000
MEASURE 2 - PROMOTION ACTIONS
Activities
12,467
21,000
40,000
218,380
403,380
403,380 1,025,140
0
180,800
180,800
361,600
180,800
361,600
205,780
205,780
205,780
617,340
205,780
617,340
12,600
16,800
16,800
46,200
34,000
93,500
348,900
348,900
MEASURE 3 - ADVERTISING ACTIONS
Activities
9,900
4,455
9,900
Total
57,567
9,900
12,467
348,900 1,046,700
57,000
57,000
57,000
171,000
57,000
171,000
122,800
122,800
122,800
368,400
122,800
368,400
28,700
28,700
28,700
86,100
28,700
86,100
140,400
140,400
140,400
421,200
140,400
421,200
76,980
126,480
126,480
329,940
MEASURE 4 - PUBLIC RELATION ACTIONS
Activities
Year 3
188,122
9,900
Activities
Year 2
0
49,500
49,500
99,000
49,500
99,000
36,000
36,000
36,000
108,000
36,000
108,000
40,980
40,980
40,980
122,940
40,980
122,940
832,382
936,327
8,000
8,000
8,000
24,000
108,210
121,722
121,722
351,655
24,971
28,090
28,090
81,151
4,000
4,000
4,000
12,000
TOTAL FOR ACTIONS (1)
5 - Travel Expenses Inc. Accommodation Costs
6 - Fees of implementing body 13%
7 - Measurement of results of actions 3%
8 - Costs of performance guarantee
TOTAL DIRECT COSTS FOR THE PROGRAMME (2)
144
936,327 2,705,035
977,563 1,098,139 1,098,139 3,173,841
9 - Overheads 4%
39,103
TOTAL PROGRAM BUDGET
43,926
43,926
126,954
1,016,665 1,142,064 1,142,064 3,300,794
145
Budget by targeted country
Targeted market
Year 1
Year 2
668,660
737,125
Year 3
737,125
2,142,909
Total
353,699
402,093
402,093
1,157,885
1,016,665 1,142,064
1,142,064
3,300,794
Russia
Ukraine
Total programme budget
COFINANCING
YEAR I
%
YEAR II
%
YEAR III
%
TOTAL
%
EU
508,333
50
571,032
50
571,032
50
1,650,397
50
MEMBER
STATE
203,333
20
228,413
20
228,413
20
660,159
20
PROPOSING
ORGANISATION
305,000
30
342,619
30
342,619
30
990,238
30
1,016,665
100
1,142,064 100
1,142,064
100
3,300,794
100
TOTAL
Remarks:
Programme eligible:
Yes
The logo of the programme provides no reference to EU bio logo and provides reference
of the country of origin. The programme could not be considered eligible under the
presented logo in the programme. Therefore the maintenance of the presented logo would
make the whole programme not eligible and its withdrawal is considered necessary.
Please provide your position on this observation.
Actions
146
With reference to action 5.7.2 on points of sales the daily duration of each promotional
day is not presented. The assumption of reaching 4800 or 3600 consumers per
promotional day is not justified by the presented information. In addition the names and
locations of supermarkets and a detailed plan of the action should be provided. The
definition of the cost “training is not provided what it stands for. Provide information and
clarifications to create a solid basis for the cost efficiency evaluation of the action.
In action 5.7.2.2 on trade fairs the definition of cost “advertising in local media” (provide
which press and how many adds and what size), “announcements” (provide the number
of announcements and cost details) are not provided.
In action 5.7.2.3 the costs of the members of the proposing organisation are not eligible.
These costs are eligible only when declared as part of the budget line of overheads.
Please clarify.
Impact evaluation
A large description on the impact evaluation of the programme is provided. However the
exact reference periods and basis of measurement of the impact are not provided. Provide
clarifications on this observation.
good
good
Yes
good
94/100
2/4
n/a
CONCLUSIONS
The programme provides a coherent set of actions.
Observation(s) :
The Greek competent authorities sent the proposal to the Commission services with letter
(ref: ARES(2011)996311-20/9/2011).
The Commission examined if the proposal is in conformity with the requirements of
promotion Regulations; Council Regulation (EC) No 3/2008 and Commission Regulation
(EC) No 501/2008 as last modified by Commission Regulation. (EC) No 688/2011.
147
As a result of this examination the Commission sent a list of observations to the Greek
competent authorities with letter (ref: ARES(2011)1013258/ 23.9.2011)
The Greek competent authorities provided a list of clarifications and additional
information as a reply to the letter with the observations of the Commission services with
letters (ref: ARES(2011)1141539-3/10/2011).
The clarifications and additional information provided in these letters clarified the points
of the Commission observations.
Recommendation(s) :
To be accepted
148
Member State(s):
Greece
“Eurofresh Fruits” – promotion of fresh fruits (cherries,
kiwis, oranges, watermelons, table grapes) in Russia,
Ukraine
Ministry of Rural Development and Food
Union of Hellenic Chambers,
Not yet selected
Type of measure:
Product(s):
mixed
cherries, kiwis, oranges, watermelons, table grapes
Targeted countries:
Russia Ukraine and China
Duration:
3 years
Total budget:
3.652.272€
15.9.2011
Yes
N/A
Yes
organisation(s)
Yes
Yes
Yes
Yes
Yes
149
Yes
No
Yes
Yes
N/A
Objective(s):
1.1- 10% (in value) increase of demand for the fresh fruits under promotion at the end of
the implementation period;
1.2- Enhance of the image of european fresh fruits in the target markets by 50%, in
comparison to the image measured at the beginning of program implementation
period;
Strategy:
The strategy has been formulated in the base of the design of a comprehensive, complete
and realistic plan for the promotion of the competitive advantages of the products. It will
be realized a dynamic promotion and information campaign for the European fresh fruits,
which is produced and distributed according to the strict European standards. The
communication strategy will be aggressive, flexible and well organized in order to
facilitate overall objectives. Media channels that will be used are popular and they will be
the main communication channels for the diffusion of the key messages. The strategy
will be in full compliance with the objectives of the Regulation (EC) 501/2008 as well as
the legislation in the target countries and will be the most effective marketing instrument
especially for the target markets. The action plan has been selected and designed
according to the results of the SWOT analysis in each market.
Target group(s):
1. Consumers
2. Distribution networks – Professionals of the food and beverage sector (importers,
wholesalers and retailers, retail stores and supermarkets.
3. Opinion Leaders (specialised journalists, nutritionists, chefs and culinary experts)
150
Themes:
1. Quality
2. Food Safety
3. Image of European Products
Aspects covered:
quality
safety of food
nutritional values
health impacts
labelling
PDO/PGI/TSG or organic products
of the wine grape variety
European Fresh fruits every day
From Europe’s fields to you table – fresh to enjoy
Fresh products with tradition and history
151
ACTIONS, INCLUDING THEIR SCOPE/VOLUME AND A PROVISIONAL TIMETABLE:
6. Electronic Media
6.1. Logo - Conception and design of program’s logo in Russian, Ukrainian and Chinese
in order to support the other activities and to be recognised by the target groups.
Implementation: 1st trimester
6.2. Web Portal – Design, construction and update of a web portal which will provide
information about the European high quality products and updated information
regarding programme’s realization. A dynamic tool supportive to other activities,
with user friendly design. In Russian, Ukrainian and Chinese.
Implementation: 1st trimester of 1st. Update: throughout the implementation period
6.3.
Social Networking – Creation and functioning of accounts in social media
promoting the program to social media users.
Implementation: 1st trimester of 1st. Update: throughout the implementation period
6.4.
DVD- Design and production of DVD presenting useful information
about the products in the Russian, Ukrainian and Chinese. To be distributed
during fairs. Production: 10.000 pc
7. Printed material
7.1. Information booklets – Design and production of 100.000 12-page information
booklets. Technical characteristics: coloured, printed on illustration paper 115gr,
20,50Χ14 cm (20,50Χ60 open), stapled. To be distributed during exhibitions,
promotion actions. In three versions (Russian, Ukrainian and Chinese).
Implementation: 1st and 2nd trimester
7.2. Folders – Design and production of 10.000 folders (A4, illustrated) with the logo and
key messages. In three versions ((Russian, Ukrainian and Chinese).
Implementation: 1st and 2nd trimester
8.
Exhibitions and PR
Exhibitions
8.1. World Food Moscow, Russia – International exhibition. Participation with a
specially constructed exhibition stand. Participation annually.
(3 participations) Implementation: September of each year
8.2. World Food Ukraine, Kiev Ukraine – International exhibition. Participation with a
specially constructed exhibition stand. Participation in each year. (3 participations)
Implementation: October of each year
8.3. Interfood St. Petersburg – International exhibition. Participation with a specially
constructed stand. Participation in each year. (3 participations)
Implementation: April of each year
152
8.4. Intervitis Interfructa - International exhibition. Participation with a specially
constructed exhibition stand. Participation in 2013 and 2014. (2 participations)
Implementation: June 2013 and 2014
8.5. Food Expo Hong Kong - International exhibition. Participation with a specially
constructed exhibition stand. Participation in 2013 and 2014. (2 participations)
Implementation: August 2013 and 2014
8.6. Asia Fruit Logistica - International exhibition. Participation with a specially
constructed exhibition stand. Participation in each year. ( 3 participations)
Implementation: September of each year
8.7. Product Presentations - Organization of special promotion events for the presentation
of the product to selected guests of the target groups. One presentation in Moscow
(2012), St. Petersburg (2013) Krasnodar (2014), two in Kiev (2012 and 2013) and
Hong Kong (2012 and 2013). Addressing 350 selected professionals, media and
opinion leaders. Implementation at the same period with the exhibitions.
(Russia: 3 events, Ukraine: 2 events, China: 2 events)
9. Promotion actions
9.1. Visits in production units – Organization of 6 visits of groups of professionals and
opinion leaders from the target countries in order to come in direct contact with the
production facilities in Greece. Two invitations from each target market.
Implementation: Russia (2012 and 2013), Ukraine (2012 and 2013), China (2013
and 2014)
9.2. Business missions to the target markets - Organization of 12 business missions to the
target markets during the exhibitions for the familiarization with the target markets
and the establishment of direct business contacts.
Cost: 162.000 euro (Russia 6 missions, Ukraine 3 missions, China 3 missions)
9.3. Tasting of products- Tasting campaigns addressing consumers at points of sales with
distribution of free samples. Tasting will focus in Hong Kong (15 POS X 4 days)
and will be implemented during 2013 and 2014. (2 campaigns)
10. Advertising actions
10.1. Presentations in cooking TV shows – 12 presentations in famous TV shows
presenting the multiple uses of European fresh fruits. Collaboration with famous TV
person and chefs in Russia. (12 presentations)
Full page Ads in magazines – 18 Ads (full page coloured) in specialized magazines
of the food sector in Russia and Ukraine. Their publication will support
participations in fairs. (Russia 9 ads, Ukraine 9 ads) Implementation: Annually
Articles in magazines – 18 special articles/advertorials in specialized magazines of
the food sector in Russia and Ukraine. Their publication will support participations
in fairs. (Russia 9, Ukraine 9) Implementation: Annually
153
Advertising in busses – Annual advertising campaigns in public transports (busses)
in Russia and China. 30 busses (15 in each country) will be “dressed” and advertise
key messages of the program) (Russia: 15, China 15)
Travel and subsistence costs
During the implementation period are necessary, in annual base, trips of the executives of
the implementing organization(s) that will be selected in order to prepare, organize and
supervise actions.
(Russia 11 trips, Ukraine 5 trips, China 5 trips) Implementation: During the whole
implementation period.
Anticipated impact:
Anticipated impact of the program is to increase the demand of European fresh fruits in
the target markets by the end of the programme and improve the image of the European
fresh fruits under promotion by 50% from the inittial measured point of reference. For
the measurement of the first objective, the average value of exports from Greece to the
target countries between 2005-2010, will use as the main indicator, while for the 2nd
objective the level of knowledge and awareness will be defined as the following
methodoly with be carried out; with the commence of the programme a special designed
market research among representatives of the target groups will be conducted in order to
map down the image of the european fresh fruits in each target market. This level of
knowelge and awareness (set as indicator) will be used as reference point and will
measure annually the increase / enhancement of products image.
An evaluation study will be conducted annually, at the end of every year of the
implementation.
It includes (a) quantitative assessment of the actions (collection of quantitative data and
correlation to the anticipated results), (b) qualitative evaluation (based on the
questionnaire which will project the satisfaction of participants in the actions) and (c)
measurement of the impact of each action, to each target group, in each country, in each
year.
The evaluation will be based on quantitative/qualitative measures which will come up
from primary and secondary sources. Primary: questionnaires, exit polls, follow up.
Secondary: statistics, reviews/studies, official data of national/EU bodies.
The questionnaires will be addressed to all target groups and will be filled in during the
exhibitions and the promotion actions. They will be used as a means to collect data
154
regarding the habits and preferences of the consumers, the level of knowledge of all
target groups about the European quality framework, their opinion about the European
fresh fruits.
27/30
38/40
European dimension:
10/10
Cost/efficiency:
18/20
155
Budget by action and year:
Actions
3.652.272€
1st year
2nd year
3rd year
Total
1
Electronic media
89.000
29.500
29.500
148.000
2
Printed material
75.000
0
0
75.000
3
Exhibitions and PR
363.000
493.000
447.000
1.303.000
4
Promotion actions
68.500
145.500
131.000
345.000
5
Advertising actions
373.500
373.500
373.500
1.120.500
6
Travel and subsidence
expenses
6.000
10.000
10.000
26.000
975.000 1.051.500
991.000
3.017.500
3.700
3.960
3.840
11.500
126.750
136.695
128.830
392.275
29.250
31.545
29.730
90.525
1.134.700 1.223.700 1.153.400
3.511.800
Total for actions (1)
Costs of performance
guarantee
Fees of implementing body
(13% of (1))
Measurement of results of
actions (3% of (1))
Total direct costs for the
program (2)
Overheads (4 % of (2))
TOTAL PROGRAM
45.388
48.948
46.136
140.472
1.180.088 1.272.648 1.199.536
3.652.272
Budget per target country
Target Country Budget
China
Ukraine
Russia
Total programme budget
Year 1
322.000
211.120
634.088
Year 2
450.100
177.216
627.328
Year 3
421.000
144.040
617.656
total
1.193.100
532.376
1.879.072
1.180.088
1.272.648
1.199.536
3.652.272
156
CO-FINANCING
YEAR I
%
YEAR II
%
YEAR III
%
TOTAL
%
EU
590.044
50%
636.324
50
%
599.768
50
%
1.826.136
50%
MEMBER STATE
236.018
20%
254.530
20
%
239.907
20
%
730.454
20%
PROPOSING
ORGANISATION
354.026
30%
381.794
30
%
359.861
30
%
1.095.682
30%
TOTAL
1.180.088
100
1.272.648
100
1.199.536
100
3.652.272
Remarks:
TheUnion of Hellenic Chambers is an organisation at national level. The programme is
representative of a large part of Greek producers via the Union of the Hellenic Chambers. The
participating organisation has already market presence in the targeted markets.
The programme is promoting a large list of fresh fruits such as cherries, kiwis, oranges,
watermelons, and table raisins. This provides a larger efficiency since it includes a lot of
similar EU products under promotion.
The programme provides very clear objectives and how their achievement will be measured.
The programme provides a coherent set of actions well designed with very clear set of
objectives to be achieved. The structure of the programme is very clear and coherent.
Programme eligible:
Yes
157
100
good
good
Yes
good
93/100
3/4
n/a
CONCLUSIONS
The programme provides a coherent set of objectives.
Observation(s) :
Recommendation(s) :
To be accepted
158

Octobre 2011

Transcription

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