High-ranking visitor at the FHC 2012 in Shanghai, China

Client

Commission’s Directorate-General for Agriculture and Rural Development

Objectives

  • Raise awareness and interest in EU agricultural products among Chinese food professionals.
  • Showcase European agricultural products with their wide range of high quality food and beverage products
  • Facilitate the establishment of new business relationships between European companies and Chinese importers/retailers/wholesalers in order to promote the increased presence of EU agricultural products on the Chinese market
  • Increase interest in DG AGRI’s trade fair presence at FHC China.
  • Increase media awareness of the quality, diversity and excellence of European products.

Tasks

  • Design and production of a 180m² stand
  • Development of a stand programme (games, tastings and cooking shows).
  • Organisation of specific meetings on the fairground on topics from the different food sectors of DG AGRI: wine, olive oil and meat&dairy;
  • Creation of a database of relevant Chinese target groups
  • Creation and production of bilingual documentation and promotional materials
  • Booking of staff (moderator, cook, host, interpreter, photographer)
  • Coordination with 24 EU producers
  • Extensive press work including the organisation of media interviews and media cooperations
  • On-site support

Results

  • Successful implementation of the stand at the FHC 2012 in Shanghai, China and high interest of Chinese professionals in EU quality products and in EU manufacturers.
  • Successful establishment of new business relationships between European companies and Chinese importers/retailers/distributors, both through contacts at the fair and through the organisation of accompanying B2B meetings
  • Great attention of the Chinese media through media interviews and media cooperation before and during the event

Units Involved