The initiative aims to increase public awareness on the methods of production and the health benefits of eating poultry meat, as well as contradict “myths/fake news” on the production of poultry meat.
AVEC said that following the implementation of the program, it expects to raise consumer confidence in eating poultry meat and ultimately increase consumption of poultry meat. As well as consumers, it will also be targeting the retail and foodservice sectors.
The organisation will receive support from its members all across Europe to promote the program through public relation activities, organising exhibitions/conferences and develop social media campaigns.
The program will have a budget of around €5.5m, which is set to spread across a two-year period.
“By promoting the interests of the European poultry meat sector as an umbrella organisation, we represent a strong and dynamic entity prepared to handle the present and future challenges of our industry,” said an AVEC spokesperson.
AVEC is a voluntary, non-profit association created in 1966 with the objective of representing and promoting the interests of the European poultry sector.
Its members are from national organisations representing poultry processors and the poultry trade in 16 EU countries and represent 95% of the EU poultry meat production.