从生产商到消费者_一种双赢解决方案

owingthesuccessofIrishfood&horticultureJamesODonnell詹姆斯·奥唐奈DirectorAsia亚洲区总监BordBia爱尔兰食品局“FromProducertoConsumer–AWin–WinSolution”从生产商到消费者------一种双赢解决方案September2尔兰食品局-致力于爱尔兰食品和园艺的发展RozO’ShaughnessyManagerCorporateCommunications市场开发，推广爱尔兰食品和饮料PromotingandDevelopingmarketsforIrishfoodanddrinkordBia–PartnerwithIndustryWorldFoodPricesRisingSharply500050005019901995200020052010粮农组织食品价格指数AOFoodPriceIndexlyfarmingmittedtostandards小农经济致力于高标准发展尔兰牛肉加工过程2011业屠宰1.6百万头，相当于550,000吨的牛肉产量超出了自足的8倍以上半球最大的出口网络(500,000 吨)牛肉出口到多个欧盟零售商比其他任何国家都多尔兰养牛场20111.07百万头Suckler牛1.12百万头奶牛50%肉牛杂交良种奶牛牛种来自于：出口总额自80亿欧元增加至120亿欧元产量增长目标•乳制品50%•猪肉50%•牛肉40%•水产养殖78%IrishBeefAnexpandingtfolioofhigh-endlandfoodservicebusinesses尔兰牛肉在欧洲不断扩张的高端零售及食品服务业务组合国家副主席习近平访问爱尔兰农场求ainabilityProgrammeProcessingPacking牛肉可持续发展计划加工处理包装TraceabilityWelfareEnvironmentAnimalHealthFoodSafetyityandEnvironmentalAssurance品质及环境保证可追踪性福利政策环境动物安全体动物提取屠宰厂操作初步尸体冷冻去骨操作去骨房提取肉包装储存追踪性追踪性追踪性追踪性ance质量保证我们的绿色证明“在一场生产越来越多的消费者所需求的食品类型的比赛中，爱尔兰处在一个令人羡慕的出发点。们把爱尔兰与绿色和自然的土地资源相联系。onstratingourGreenCredentialsenviablestartingpointintheracetoproduceexactlythetypeofowingnumberofconsumersaredemanding.Itisuniversallyatedwiththecolourgreenanditslandevokesnatural.InsightforpromotingIrishbeefNatureCultureers associated Irish Beef with 2 identifiable features推广爱尔兰牛肉的主要优势自然文化TheCORETarget目标群体graphicsold ork part time: he is the ome earner in a senior 0 p.m. net household tricts in medium‐sized PsychographicsThey want to have the “best” Regards themselves as  gourmets, believe in healthy living and eating Like to know the story behind their foodPrefer shopping at Karstadt, Edeka, Real and ReweReach 5m target consumersGenerate 20m contacts cated,thatiswhytheersitieswiththeirngpowermakesthemualityAssuredBeef.esabove100.00010citiesareofkeysdorftmannrgischGladbachsssterTargetGroupNordRheinWestfalen目标群体：北莱茵威斯特法伦州Tradebrochure贸易手册nalistBeefEvents–Hamburg&Munich商贸媒体活动2012IrelandSeptember2012牛肉ete超MAREDO连锁餐厅SteakhouseIRISHBEEFTASTINGREAL爱尔兰牛肉的味道9,500consumerssampledat56eventsAv.345consumerspereventA25IihBftiess of Irish Quality Beef through push and pull initiativesHEUTE360°POSMaterialsPrintPR/dlCOMMUNICATIONPLAN划DEVELOPMENTOFATAYLORMADEPOSPRESENTATIONINCONSULTATIONWITHREWEANDKARSTADTBUILDINGSHOPWINDOWSINTOPSTORESWITHINKEYCITIES,E.G.KADEWE,KOCHHAUSBUILDINGGERMANCONSUMERPLATFORMUNDER消费者宣传推广网站:IRISHBEEF.DE:EVENTSANDTRADESHOWS商务活动以及展览会pontaneousAwarenessOfBeefCountryOfOrigins测量认知水平fConsumers&HouseholdGroceryshoppers,n=1,049)2%1%1%1%1%1%2%38%39%FirstMentiontinaanyncendsandandtainadapain18%21%21%28%30%33%35%78%80%AnyMentionsJamesODonnell詹姆斯·奥唐奈DirectorAsia亚洲区总监BordBia爱尔兰食品局ProducertoConsumer–AWin–WinSolution”产商到消费者------一种双赢解决方案September2012