Target Countries

This action is therefore aimed at:

1. OPERATORS
a target group divided as follows:

  • a. Trade operators: importers, distributors, retailers, essential for activating the export and distribution of the promoted products
  • b. Media and KOL operators: social media and web influencers, agri-food and tourism sector press, food & beverage, cooking, wellness, nutrition, Key Opinion Leaders will have fundamental involvement to get to cover the widest knowledge and dissemination of the themes of the action, bringing them to the knowledge of both the public sector and consumers through the media (off and online);
  • c. HoReCa operators: chefs, cooking schools and catering operators will be activated towards the products promoted in the project, eliminating the “barriers” to the choice and use of these products that could derive from a lack of knowledge of their taste properties, quality, and possible recipes.

2. CONSUMERS
as an indirect target.

The focus will be on the group of people between 18 and 64 years old: an ambitious target that is reflected in the Canadian population including emerging, economically, and socially medium-high classes as well as those residing in major metropolitan areas. 81.8% of the Canadian population live in urban and metropolitan areas and the most populous provinces are Ontario, Quebec and British Columbia. The strategy is therefore in line with the different target groups, so much so that the hypothesized and planned activities were specifically aimed at achieving the selected targets.

  • 1a. Trade operators will be contacted through the activities of Fairs, B2B Meetings /Workshops, with support to produce content and videos, websites, social media, and market analysis at the beginning and end of each year of activity.
  • 1b. Media operators will be contacted through the activities of Fairs, Press Events, with support to produce content and videos, websites, social media, and market studies (for period 1).
  • 1c. HoReCa Operators will be contacted through the activities of Fairs, Courses for Chefs and Seminars with support to produce content and videos, websites, social media, and market studies (for period 1).
  • 2. Consumers will be contacted through messages on websites, social media activities, and consequently – through the publications that will arise from the activities directed at the media operators. Therefore, both activities that have a purely informative and demonstrative purpose (press events, websites, social media, material, content, videos, training for cooks) and activities that will direct or indirectly direct operators to choose to activate commercial relationships with OPAS (fairs, B2B meetings / workshops, and activities at the points of sale).