Initiatives for light lamb meat, Spanish lamb promotion program Tomás M. Rodríguez Serrano Coordinador de INTEROVIC Brussels, 25 February 2015

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1 2st Workshop EU Sheep Meat Forum Initiatives for light lamb meat, Spanish lamb promotion program Tomás M. Rodríguez Serrano Coordinador de INTEROVIC Brussels, 25 February 2015

2 Stakeholders Producers 86% Represent Processing / Trading 88% Represent

3 The sheep sector in Spain Farms 12 million breeding 5% Total livestock production 3

4 Spanish lamb promotion program 1- Preliminary work Situation Analysis Development Strategy Search for funding 2-Spanish EU Campaign : Carne de cordero y lechal, Vuelve a disfrutar de la carne 3- Proposals for the future

5 Preliminary work Situation Analysis Development Strategy Search for funding 2,9 Development of consumption of lamb and goat in Spanish households 2,7 2,5 2,3 2,1 1,9 1,7 1,

6 Preliminary work Situation Analysis Development Strategy Search for funding Strengths - Taste, enjoyment in consumption (77%) - Naturalness - Perceived quality Market study: Consumer and prescriber perceptions about Lamb (nov -2013) Weaknesses - Traditional product image, there has been no communication - Higher perceived price - Little versatile product Opportunities - Propensity to buy in the market if it is adapted to needs - Trend towards consumption of natural foods and minimally processed. Threats - Decrease in consumption of meat - The market wants fast, easy-to-cook - In traditional consumer is over 55 years. 6

7 Preliminary work Situation Analysis Development Strategy Search for funding Market study: Consumer and prescriber perceptions about Lamb (nov -2013) The consumer sees it as a food festivities and celebrations Expensive product inaccessible in the day to day Failure to adapt to new consumer product, not even present 7

8 Preliminary work Situation Analysis Development Strategy Search for funding Work process Objective Create a new image to make it more competitive New product New cuts and new ways of cooking New Positioning (Traditional and new presentations) Communicate new cut and shaped cooking Communicate their virtues and characteristics differential

9 Preliminary work Situation Analysis Development Strategy Search for funding New products Survey of 150 operators What parts of the lamb have greater difficulty in selling? 69% 71% 74% 31% Forequarter 11% Loin 3% 6% Neck Breast Leg 19% 19%

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11 Neck Leg Breast Trim 11

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13 Preliminary work Situation Analysis Development Strategy Search for funding New Positioning That what is said and perceived incentive lamb consumption More "desirable" compared to other meats Wider than the current ("meat festivals"), which also serves for new cuts Market segment that values quality and not just dwell on the price Transmitting differential values lamb Rational aspects: its origin and its taste Emotional aspects: the meat of moments of enjoyment The strengths are the weak points of a major competition for consumption during the week: chicken and pork "The most flavorful and natural meat for moments of enjoyment"

14 Strategic objectives of the sector 45% 40% 35% 30% 25% 20% 15% 10% 5% Diferents lamb cuts 60% 50% 40% 30% 20% 10% Form of cooked lamb. Griddle 0% Lamb Meat consumption time. Weekday 35% 30% 25% 20% 15% 10% 5% 0% % % 40% 35% 30% 25% 20% 15% 10% 5% Average age of consumers of lamb. % Under 55 years 0%

15 Preliminary work Situation Analysis Development Strategy Search for funding Search for funding Levy Collaboration by all operators EU Campaign Multiply three sector funds Official 75% Sector 25%

16 2- Spanish EU Campaign Campaign Period 02/ / 2018 Annual budget

17 1 Consumer Web canalcordero.com 6 TV Spot 17 M. Housewives 2 Butcher Web canalcordero.com/profesional 81% total 5 Press Office 4 Training sessions to butchers and catering schools 3 Visits to butcher shops / workshops / 2500 professionals trained

18 Visits to butcher shops direct visits contacted through the Sector 300 hypermarkets

19 Workshops

20 Workshops

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22 3. Proposals for the future European Day of the lamb Lamb in schools Lamb in the Work Programme for

23 European Day of the lamb Objective Achieved notoriety in the mass media of the European Union for at least a day. Examples 20 th March: World Day without meat. 1 st June: World Milk Day. 10 th October: World Egg Day. Development For a week, various activities will be organizad across Europe with the aim of promoting the field of sheep from different point of view, sending civil society positive messages to encourage the consumption of lamb.

24 Lamb in schools Background Lamb is a traditional food, with consumption constantly declining over the last 10 years. This is causing the loss of farms, jobs and exploited surface in the most disadvantaged areas of the EU. One way to increase the consumption is educating children. Similar programs with foods such as fruits and vegetables or milk Strategy COMMISSION REGULATION (EC) No 288/2009 of 7 April 2009 laying down detailed rules for applying Council Regulation (EC) No 1234/2007 as regards Community aid for supplying fruit and vegetables, processed fruit and vegetables and banana products to children in educational establishments, in the framework of a School Fruit Scheme COMMISSION DELEGATED REGULATION (EU) No 1047/2014 of 29 July 2014 supplementing Regulation (EU) No 1308/2013 of the European Parliament and of the Council as regards the national or regional strategy to be drawn up by Member States for the purpose of the school milk scheme. Find partners in other foods that are also declining consumption, such as of game meat, rabbit meat, etc,

25 Lamb in the Work Programme for 2018 New Regulation, new selección procedure. Regulation (EU) No 1144/2014 of the European Parliament and of the Council of 22 October 2014 on information provision and promotion measures concerning agricultural products implemented in the internal market and in third countries and repealing Council Regulation (EC) No 3/2008. Article 8, Annual work programme 1. The Commission shall adopt implementing acts, laying down for each year an annual work programme setting out the operational objectives to be pursued, the operational priorities, the expected results, the method of implementation and the total amount of the financing plan. That annual work programme, and in particular its operational priorities, shall comply with the general and specific objectives set out in Article 2. In particular, the programme shall provide for specific temporary arrangements to react to serious market disturbance, loss of consumer confidence or other specific problems as referred to in point (e) of Article 2(2). It shall also contain the main evaluation criteria, a description of the measures to be financed, an indication of the amounts allocated to each type of measure, an indicative implementation timetable and, in the case of grants, the maximum rate of the Union s financial contribution. Those implementing acts shall be adopted in accordance with the examination procedure referred to in Article 23(2). 2. The work programme referred to in paragraph 1 shall be implemented, for simple and multi programmes, through the publication by the Commission of calls for proposals in accordance with Title VI of Part I of Regulation (EU, Euratom) No 966/2012 of the European Parliament and of the Council.

26 Lamb in the Work Programme for 2018 ANNEX I Work Programme for 2016 in the framework of Regulation (EU) No 1144/2014 of the European Parliament and of the Council of 22 October 2014

27 Proposed working plan Two European promotion programs in progress approved in October Lamb in the Work Programme for 2018 Spanish program go on from february 2015 to february The objectives established by INTEROVIC are long term and it is necessary to carry out, at least, a new three-year campaign, from 2018 to Market, consumer, sector, etc studies, in various European Countries - Provide information about the sector to the Commission, Parliament and Member States Working to include lamb in the work program of the Commission 2018 European promotion campaigns

28 Thanks for your attention