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 Fruits et légumes frais 21 DE 5 AM TAG E.V. + DFHV + (BVEO) + (VLAM) + OGH Fruits et légumes frais 34 ES UPA Fruits et légumes frais 42 ES PH Fruits et légumes frais 57 FR INTERFEL Fruits et légumes frais 67 IT UNAPROA Fruits et légumes frais 82 IT ASC Fruits et légumes frais 92 NL GFB Fruits et légumes frais 99 AT AMA-M Fruits et légumes frais 112 RO PRODCOM LEGUME - FRUCTE Fruits et légumes frais 120 UK BLSA Fruits et légumes frais 130 EL HELLAS BIO NET Fruits et légumes frais 136 EL Union of Hellenic Chambers Fruits et légumes frais 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 Overall budget: 10.000€ in YR1 | 10.000€ in YR2 | 10.000€ in YR3. 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. 9 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 Budget: 20.000€ in YR 1 | 20.000€ in YR 2 | 20.000€ in YR 3 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 Budget: 17.500€ in YR 1 | 21.000€ in YR 2 | 21.000€ in YR 3 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 Overall budget: 84.000€ in YR 1 | 84.000€ in YR2 | 84.000€ in YR3. 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 Budget: 5.500€ in YR 1 | 5.500€ in YR2 | 5.500€ in YR3. 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 Budget: 23.500€ in YR 1 | 23.500€ in YR2 | 23.500€ in YR3. 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 Overall budget: 20.000€ in YR 1 | 20.000€ in YR2 | 20.000€ in YR3. 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 Overall budget: 48.500€ in YR1 | 48.000€ in YR2 | 48.000€ in YR3. 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 Overall budget: 3.500€ in YR1 | 3.500€ in YR2 | 3.500€ in YR3. To create even more publicity besides the involvement of the distribution sector, yearly 5.000 posters will be send to local retailers. 3. Media Overall budget: 40.000€ in YR 1 | 40.000€ in YR2 | 40.000€ in YR3. 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 Overall budget: 36.500€ in YR1 | 35.500€ in YR2 | 35.500€ in YR3. 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 Overall budget: 124.000€ in YR1 | 132.000€ in YR2 | 130.000€ in YR3. 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 Budget: 29.000€ in YR1 | 19.000€ in YR2 | 17.000€ in YR3. 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 Budget: 19.000€ in YR1 | 19.000€ in YR2 | 19.000€ in YR3. 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 Budget: 70.000€ in YR1 | 88.000€ in YR2 | 88.000€ in YR3. 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 Quality of the programme: 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 IDENTIFICATION OF THE PROGRAMME Member State(s): Bulgaria Title of the programme: “EU Fresh and Safe” Promotional programme for fresh vegetables Ministry of Agriculture and Food Competent Authority(ies): Proposing organisation(s): Bulgarian Greenhouse Growers Association (BGGA) Implementing body(ies): Not yet selected Type of measure: Promotion + information Product(s): Fresh vegetables Targeted Member States: Czech Republic (CZ), Romania (RO) and Germany (DE) Duration: 2 years Total budget: 2,548,255 € Proposal received on: 15/09/2011 ELIGIBILITY CRITERIA Respect of deadline for presentation by MS: Yes/No Implementing body(ies) selected by a competitive procedure n.a. Written and signed commitment to co-financing by MS Yes/No 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 Compliance with the relevant guideline(s) Yes/No 21 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. 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 specific production methods nutritional values health impacts labelling image of Community products 23 Messages to be conveyed : - Produce is natural and fresh - Quality taste (safety, value and taste, production methods, environmental protection) Actions, including their scope/volume and a provisional timetable: 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 ASSESMENT BY THE MEMBER STATES General interest of the programme: 30/30 Quality of the programme: 36/40 European dimension: 10/10 Cost/efficiency: 19/20 Budget by action : € 29 Co-financing plan : € 30 RESULT OF THE ELIGIBILITY AND QUALITY EXAMINATION 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: OPINION OF THE COMMISSION SERVICES Quality of the programme: good/average/poor (coherence between strategy and objectives, quality of actions) European dimension / added value: good/ average / poor Impact forecast and assessment methods: 32 Yes/No Cost-effectiveness of the programme: good/ average / poor Points awarded by MS: 95/100 Priority awarded by MS: 1/1 External consultant’s opinion: 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 IDENTIFICATION OF THE PROGRAMME Member State(s): Germany Title of the programme: 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 Competent Authority(ies): Bundesanstalt für Landwirtschaft und Ernährung (BLE) Proposing organisation(s): 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) Implementing body(ies): trio-market-relations GmbH Type of measure: Information and promotion Product(s): Fresh fruit and vegetables Targeted Member States: Germany Duration: 3 years Total budget: 1.440.000 € Proposal received on: 15.09.2011 ELIGIBILITY CRITERIA Respect of deadline for presentation by MS: Yes/No Implementing body(ies) selected by a competitive procedure 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. Written and signed commitment to co-financing by MS Yes/No n.A. (programme 50% EC/50% proposing organisations) Written and signed commitment to co-financing by the proposing organisation(s) 34 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 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 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. Confirmation by the MS of the representativeness of the proposing organisation in the relevant sector(s) 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). 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 35 DESCRIPTION OF THE PROGRAMME : 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 Messages to be conveyed : 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, including their scope/volume and a provisional timetable: 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. ASSESMENT BY THE MEMBER STATES General interest of the programme: 30/30 Quality of the programme: 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 plan : € 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 RESULT OF THE ELIGIBILITY AND QUALITY EXAMINATION 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 First observations to be communicated to MS: 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. OPINION OF THE COMMISSION SERVICES Quality of the programme: good/average/poor (coherence between strategy and objectives, quality of actions) European dimension / added value: 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 Cost-effectiveness of the programme : good/average/poor (relation between total cost and anticipated impact) Points awarded by MS: 98/100 Priority awarded by MS: 1/1 External consultant’s opinion: 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) PRIX : 86.400 euros (voir détails page 59-61 programme) 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) PRIX : 93.070 euros (voir détails page 63-64 programme) 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) PRIX : 907.500 euros (voir détails page 65-67 programme) 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. PRIX : 15.000 euros (voir détails page 71 programme) 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) PRIX : 387.300 euros (voir détails page 78-79 programme) 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. PRIX : 117.540 euros (voir détails page 80 programme) 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 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 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 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) 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 bonne/moyenne/non adéquat (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 IDENTIFICATION DU PROGRAMME: Etat(s) membre(s): ESPAGNE Titre du programme: " WE CARE YOU ENJOY " Organisme(s) compétent(s): MARM (M.AGRICULTURE) Organisation(s) proposante(s): PROEXPORT et HORTYFRUTA Organisme(s) d’exécution: 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 € Proposition reçue le: 14.09.2011 CRITÈRES D’ÉLIGIBILITÉ : Respect du délai de présentation du programme par EM: oui Organisme(s) d’exécution sélectionné(s) par une procédure compétitive oui Engagement écrit et signé pour le cofinancement par EM oui Engagement écrit et signé pour le cofinancement par l’/les(s) organisation(s) proposante(s) oui 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 non Le(s) produit(s)/pays cible(s) sont éligibles oui Conformité à /aux ligne(s) directrice(s) oui 57 AVIS DE L’ETAT MEMBRE/DES ETATS MEMBRES : Confirmation du respect de la législation nationale et communautaire : oui Lien des actions proposées avec d’autres actions nationales et/ou communautaires d’information/de promotion (par EM) non Confirmation de la représentativité de(s) l’organisation(s) proposante(s) du/des secteur(s) concerné(s) oui Confirmation de l’efficacité technique et financière de(s) l’organisation proposante(s) oui Confirmation de la capacité technique et financière de l’organisme d’exécution oui DESCRIPTION DU PROGRAMME : 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 sécurité alimentaire méthodes de production spécifique aspects nutritionnels aspects sanitaires étiquetage respect de l’environnement image des produits communautaires Messages à communiquer : Légumes d'Europe. Nous soignons, tu t'amuses. Gemuse Aus Europa. We care, you Enjoy Actions, y inclus leur portée/volume et calendrier prévisionnel : 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 Impact prévisible : 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€. Méthodes d’appréciation de l’impact : 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. EVALUATION DE L’ETAT MEMBRE/DES ETATS MEMBRES : Intérêt général du programme : 26/30 Qualité et efficacité du programme : 21/40 Dimension européenne : 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 RÉSULTAT DE L’EXAMEN D’ÉLIGIBILITÉ ET DE LA QUALITE: 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. » Eligibilité du programme : oui Premières observations à communiquer à l’EM : Voir ci-dessus le résultat de l'examen d'éligibilité et de la qualité 65 AVIS DES SERVICES DE LA COMMISSION : Qualité du programme: bonne/ (cohérence entre stratégie et objectifs, qualité des actions) Dimension / valeur ajoutée européenne: bonne/ Impact prévisible et méthode(s) d’appréciation de l’impact: Coût efficacité du programme: (relation entre coût total et impact prévisible) Oui/non bonne Points donnés par EM: 63/100 Priorité donnée par l’Etat membre 2/2 / Avis du consultant externe: 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 IDENTIFICATION DU PROGRAMME: Etat(s) membre(s): France Titre du programme: PROGRAMME DE PROMOTION POUR LA RELANCE DE LA CONSOMMATION DE FRUITS ET LEGUMES FRAIS Organisme(s) compétent(s): FranceAgriMer (France) Organisation(s) proposante(s): INTERFEL (Association interprofessionnelle des fruits et légumes frais Organisme(s) d’exécution: INTERFEL et Sopexa Type de mesure: information/promotion/mixte Produit(s): Fruits et légumes frais, focus tomate – concombre Etat membre(s) ciblés: France Durée: 36 mois Budget total: 4 480 400,00 € devenu après DRC 4.263.970 € Proposition reçue le: 15/09/2011 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 67 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 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) : 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 sécurité alimentaire méthodes de production spécifique aspects nutritionnels aspects sanitaires étiquetage respect de l’environnement image des produits communautaires Messages à communiquer : - 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. Actions, y inclus leur portée/volume et calendrier prévisionnel : 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. Impact prévisible : 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. Méthodes d’appréciation de l’impact : 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. EVALUATION DE L’ETAT MEMBRE/DES ETATS MEMBRES : Intérêt général du programme : 27/30 Qualité et efficacité du programme : 36/40 Dimension européenne : 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 Conception / Création 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 Conception / Création 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 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 Conception / Création 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 Conception / Création 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 PLAN DE FINANCEMENT EN EURO : 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 RÉSULTAT DE L’EXAMEN D’ÉLIGIBILITÉ ET DE LA QUALITE: Remarques : Eligibilité du programme : oui/non Premières observations à communiquer à l’EM : 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 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: (relation entre coût total et impact prévisible) Oui/non bonne/moyenne/non adéquat Points donnés par EM: 86/100 Priorité donnée par l’Etat membre / Avis du consultant externe: CONCLUSIONS: Observation(s) Recommandation(s) A accepter 81 / IDENTIFICATION OF THE PROGRAMME Member State(s): Italy Title of the programme: "Nutritevi dei colori della vita – I cinque colori del benessere" Competent Authority(ies): MIPAAF Proposing organisation(s): UNAPROA Implementing body(ies): not selected yet Type of measure: mixed Product(s): Fresh fruit and vegetables Target countries: Italy Duration: 36 months Total budget: 2.756.788 Proposal received on: 14/9/2011 ELIGIBILITY CRITERIA Respect of deadline for presentation by MS: Yes/No Implementing body(ies) selected by a competitive procedure n.a. Written and signed commitment to co-financing by MS Yes/No 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 Compliance with the relevant guideline(s) Yes/No 82 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 n.a. DESCRIPTION OF THE PROGRAMME : 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 respect for the environment Messages to be conveyed: 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. Actions, including their scope/volume and a provisional timetable: 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 General interest of the programme: 30/30 Quality of the programme: 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 RESULT OF THE ELIGIBILITY AND QUALITY EXAMINATION 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 First observations to be communicated to MS: (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. OPINION OF THE COMMISSION SERVICES Quality of the programme: (Coherence between strategy and objectives, quality of actions) good/average/poor European dimension / added value: yes Impact forecast and assessment' methods: yes Cost-effectiveness of the programme: good/average/poor Points awarded by MS: 85/100 Priority awarded by MS: 2/2 External consultant’s opinion: 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 IDENTIFICATION DU PROGRAMME: Etat(s) membre(s): ITALIE Titre du programme: FRUTTA E VERDURA SANA E SICURA Organisme(s) compétent(s): AGEA Organisation(s) proposante(s): ALIMOS S.C. Organisme(s) d’exécution: pas encore choisi Type de mesure : mixte Produit(s): Fruits et légumes frais Etat membre(s) ciblés: Italie, France et Allemagne Durée: 3 ans Budget total: 1.479.264,14 € Proposition reçue le: 16.08.2011 CRITÈRES D’ÉLIGIBILITÉ : Respect du délai de présentation du programme par EM: oui Organisme(s) d’exécution sélectionné(s) par une procédure compétitive oui Engagement écrit et signé pour le cofinancement par EM oui Engagement écrit et signé pour le cofinancement par l’/les(s) organisation(s) proposante(s) oui Le programme est composé d’un ensemble d’actions cohérentes oui Actions non liées à l’origine ou aux marques privées, à l’exception des désignations basées sur réglementation communautaire non Le(s) produit(s)/pays cible(s) sont éligibles oui Conformité à /aux ligne(s) directrice(s) oui 92 AVIS DE L’ETAT MEMBRE/DES ETATS MEMBRES : Confirmation du respect de la législation nationale et communautaire : oui Lien des actions proposées avec d’autres actions nationales et/ou communautaires d’information/de promotion (par EM) non Confirmation de la représentativité de(s) l’organisation(s) proposante(s) du/des secteur(s) concerné(s) oui Confirmation de l’efficacité technique et financière de(s) l’organisation proposante(s) oui Confirmation de la capacité technique et financière de l’organisme d’exécution oui/non DESCRIPTION DU PROGRAMME : 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 sécurité alimentaire méthodes de production spécifique aspects nutritionnels aspects sanitaires étiquetage respect de l’environnement image des produits communautaires Messages à communiquer : - 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 ». Actions, y inclus leur portée/volume et calendrier prévisionnel : 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. Impact prévisible : Il n’y a pas d’indications quantifiables quant à l’impact prévisible. Méthodes d’appréciation de l’impact : 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 EVALUATION DE L’ETAT MEMBRE/DES ETATS MEMBRES : Intérêt général du programme : 30/30 Qualité et efficacité du programme : 33/40 Dimension européenne : 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 PLAN DE FINANCEMENT EN EURO : 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 RÉSULTAT DE L’EXAMEN D’ÉLIGIBILITÉ ET DE LA QUALITE: 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. Eligibilité du programme : oui Premières observations à communiquer à l’EM : Voir ci-dessus le résultat de l'examen d'éligibilité et de la qualité 97 % 100 AVIS DES SERVICES DE LA COMMISSION : Qualité du programme: moyenne (cohérence entre stratégie et objectifs, qualité des actions) Dimension / valeur ajoutée européenne: moyenne Impact prévisible et méthode(s) d’appréciation de l’impact: Coût efficacité du programme: (relation entre coût total et impact prévisible) Oui moyenne Points donnés par EM: 90/100 Priorité donnée par l’Etat membre 1/2 / Avis du consultant externe: 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 IDENTIFICATION OF THE PROGRAMME Member State(s): NL Title of the programme: 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) Competent Authority(ies): Ministerie van Economische Zaken, Landbouw en Innovatie - Dienst Regelingen Proposing organisation(s): GroentenFruit Bureau Implementing body(ies): not yet selected Type of measure: Mixed Product(s): Fresh Fruit & Vegetables Targeted Member States: DE Duration: 3 years Total budget: 3.589.270 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 not yet selected 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 Compliance with the relevant guideline(s) Yes/No 99 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 n.a. DESCRIPTION OF THE PROGRAMME : 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 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 101 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: 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 Actions, including their scope/volume and a provisional timetable: 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 Percentage of purchasing 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 Percentage of purchasing household units 84.8% 83.7% 84% 85% Quantity purchased per household unit Cucumbers Peppers 104 -/-73% -/- 30% 2014** end Yr3 Quantity purchased per 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 Outreach activity aim with code/number (3) 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 Outreach activity aim with code/number (4) 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 ASSESMENT BY THE MEMBER STATES General interest of the programme: 29/30 Quality of the programme: 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 RESULT OF THE ELIGIBILITY AND QUALITY EXAMINATION Remarks: Programme eligible: Yes/No First observations to be communicated to MS: 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. OPINION OF THE COMMISSION SERVICES Quality of the programme: good/average/poor (coherence between strategy and objectives, quality of actions) European dimension / added value: Yes (a programme aimed at other EU Member State + promotion for European grown greenhouse vegetables in general) 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: 85/100 Priority awarded by MS: 1/1 External consultant’s opinion: 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 IDENTIFICATION OF THE PROGRAMME Member State(s): Austria Title of the programme: Obst, Gemüse und Kartoffeln – ein wesentlicher Beitrag zu einer ausgewogenen Ernährung Competent Authority(ies): Agrarmarkt Austria Proposing organisation(s): Agrarmarkt Austria Marketing GesmbH Implementing body(ies): A&V Werbeagentur Communication GmbH Mediahaus Austria Type of measure: Promotion + information Product(s): Fresh fruit, vegetables and potatoes Targeted Member States: Austria Duration: 3 years Total budget: 1.206.090 € Proposal received on: 14/09/2011 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 Yes/No 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 Compliance with the relevant guideline(s) Yes/No 112 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 Running Austrian co financed programme for fruit and vegetables with target market Austria Confirmation by the MS of the representativeness of the proposing organisation in the relevant sector(s) Yes/No The AMA Marketing receives parafiscal levies for the promotion of agricultural products. AMA Marketing promotes all agricultural products except for wine. 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) -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 image of Community products 114 Messages to be conveyed : 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 Actions, including their scope/volume and a provisional timetable: 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. Budget per year: 55.000 €, overall budget: 165.000 € 4) Information brochures "Safety of F&V": 1 brochure (36 pages, 50.000 copies) per year. Expected net contacts per year: 100.000 Budget per year: 35.000 €, overall budget: 105.000 € 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. Budget per year: 12.000 €, overall budget: 36.000 € 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". Budget per year: 25.000 €, overall budget: 75.000 € 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 ASSESMENT BY THE MEMBER STATES General interest of the programme: 30/30 Quality of the programme: 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 plan : € 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 RESULT OF THE ELIGIBILITY AND QUALITY EXAMINATION Remarks: There is a running Austrian co financed programme for fruit and vegetables with target market Austria. Programme eligible: Yes/No First observations to be communicated to MS: 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. OPINION OF THE COMMISSION SERVICES Quality of the programme: good/average/poor (coherence between strategy and objectives, quality of actions) European dimension / added value: limited Impact forecast and assessment' methods satisfactory Cost-effectiveness of the programme : good/average/poor 118 100 (relation between total cost and anticipated impact) Points awarded by MS: 96/100 Priority awarded by MS: 1/1 External consultant’s opinion: 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 IDENTIFICATION OF THE PROGRAMME Member State(s): Romania Title of the programme: Programme for the promotion of cherries in third countries (Russia and Ukraine) Competent Authority(ies): Ministry of Agriculture and Rural Development, Romania Proposing organisation(s): Organiza ia interprofesională na ională “Prodcom legume - fructe” din România Implementing body(ies): Not yet selected Type of measure: Mixed (information + promotion) Product(s): Fresh cherries Targeted Member States: Russia and Ukraine Duration: 36 months (3 years) Total budget: 984.776 EURO Proposal received on: 14/09/2011 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 Yes/No 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 Compliance with the relevant guideline(s) Yes/No (NA) 120 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) 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 specific production methods nutritional values health impacts labelling animal welfare standards respect for the environment image of Community products 122 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: 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 Actions, including their scope/volume and a provisional timetable: 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. ASSESMENT BY THE MEMBER STATES General interest of the programme: 28/30 Quality of the programme: 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 RESULT OF THE ELIGIBILITY AND QUALITY EXAMINATION 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 First observations to be communicated to MS: 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. OPINION OF THE COMMISSION SERVICES Quality of the programme: good/average/poor (coherence between strategy and objectives, quality of actions) 128 European dimension / added value: good/average/poor 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: 87/100 Priority awarded by MS: 1/1 External consultant’s opinion: 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 IDENTIFICATION OF THE PROGRAMME Member State: United Kingdom Title of the programme: Salad Days – Making More of Salads Competent Authority(ies): Rural Payments Agency Proposing organisation(s): British Leafy Salads Association Ltd (BLSA) Implementing body(ies): 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) Proposal received on: 14.09.2011 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 Compliance with the relevant guideline(s) Yes/No OPINION OF THE MEMBER STATES 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 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 DESCRIPTION OF THE PROGRAMME : 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 specific production methods nutrition aspects health aspects respect for the environment image of EU products Messages to be conveyed: 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). Actions, including their scope/volume and a provisional timetable: 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: General interest of the programme: 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 RESULT OF THE ELIGIBILITY AND QUALITY EXAMINATION 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 First observations to be communicated to MS: 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: Quality of the programme: good/average/poor (coherence between strategy and objectives, quality of actions) European dimension / added value: 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 Impact forecast and assessment methods: Yes/No Cost-effectiveness of the programme: (relation between total cost and anticipated impact) good/average/poor Points awarded by MS: 69/100 Priority awarded by MS: 1 out of 2 External consultant’s opinion: 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 IDENTIFICATION OF THE PROGRAMME Member State(s): Greece Title of the programme: “EU Safe, Fresh and Simply Best…..” Competent Authority(ies): Ministry of Rural Development and Food Proposing organisation(s): Hellenic Federation of the Unions of Organic Farmers (HELLAS BIO NET) as representative of Inter-trade Association of Natural and Legal Persons Implementing body(ies): 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 € Proposal received on: 15.9.2011 ELIGIBILITY CRITERIA Respect of deadline for presentation by MS: Yes Implementing body(ies) selected by a competitive procedure n/a Written and signed commitment to co-financing by MS Yes Written and signed commitment to co-financing by the proposing organisation(s) Yes The programme is a coherent set of actions? Yes Actions not linked to origins or private brands, with the exception of designations under Community rules Yes Product(s)/target countries are eligible Yes Compliance with the relevant guideline(s) Yes 136 OPINION OF THE MEMBER STATES Confirmation of conformity with national and Community legislation Yes Link between proposed actions and other national/Community information/promotion actions No Confirmation by the MS of the representativeness of the proposing organisation in the relevant sector(s) Yes Confirmation by the MS of the technical and financial effectiveness of the proposing organisation Yes Confirmation by the MS of the technical and financial capacity and effectiveness of the implementing body n/a DESCRIPTION OF THE PROGRAMME : 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 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 or 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: 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, including their scope/volume and a provisional timetable: 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%. Methods of appreciation of the impact: 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 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 following steps will be considered: 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 ASSESSMENT BY THE MEMBER STATE/MEMBER STATES: General interest of the programme: 27/30 Quality and effectiveness of the programme: 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 Co-financing plan: € 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 RESULT OF THE ELIGIBILITY AND QUALITY EXAMINATION Remarks: Programme eligible: Yes First observations to be communicated to MS: 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. OPINION OF THE COMMISSION SERVICES: Quality of the programme: good (coherence between strategy and objectives, quality of actions) European dimension / added value: good Impact forecast and assessment methods: Yes Cost-effectiveness of the programme: (relation between total cost and anticipated impact) good Points awarded by MS: 94/100 Priority awarded by MS: 2/4 External consultant’s opinion: 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 IDENTIFICATION OF THE PROGRAMME Member State(s): Title of the programme: Greece “Eurofresh Fruits” – promotion of fresh fruits (cherries, kiwis, oranges, watermelons, table grapes) in Russia, Ukraine Competent Authority(ies): Ministry of Rural Development and Food Proposing organisation(s): Union of Hellenic Chambers, Implementing body(ies): 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€ Proposal received on: 15.9.2011 ELIGIBILITY CRITERIA Respect of deadline for presentation by MS: Yes Implementing body(ies) selected by a competitive procedure N/A Written and signed commitment to co-financing by MS Yes Written and signed commitment to co-financing by the proposing organisation(s) Yes The programme is a coherent set of actions? Yes Actions not linked to origins or private brands, with the exception of designations under Community rules Yes Product(s)/target countries are eligible Yes Compliance with the relevant guideline(s) Yes 149 OPINION OF THE MEMBER STATES Confirmation of conformity with national and Community legislation Yes Link between proposed actions and other national/Community information/promotion actions No Confirmation by the MS of the representativeness of the proposing organisation in the relevant sector(s) Yes Confirmation by the MS of the technical and financial effectiveness of the proposing organisation Yes Confirmation by the MS of the technical and financial capacity and effectiveness of the implementing body N/A DESCRIPTION OF THE PROGRAMME : 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 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 or 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: 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. Methods of appreciation of the impact: 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. ASSESSMENT BY THE MEMBER STATE/MEMBER STATES: General interest of the programme: 27/30 Quality and effectiveness of the programme: 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 plan: € 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 RESULT OF THE ELIGIBILITY AND QUALITY EXAMINATION 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 First observations to be communicated to MS: 157 100 OPINION OF THE COMMISSION SERVICES: Quality of the programme: good (coherence between strategy and objectives, quality of actions) European dimension / added value: good Impact forecast and assessment methods: Yes Cost-effectiveness of the programme: (relation between total cost and anticipated impact) good Points awarded by MS: 93/100 Priority awarded by MS: 3/4 External consultant’s opinion: n/a CONCLUSIONS The programme provides a coherent set of objectives. Observation(s) : Recommendation(s) : To be accepted 158