Bread-Initiative.eu Welcome - VIDEOCONFERENCE: EU MULTI BREAD PROMOTION PROGRAM

Bread-Initiative.eu
VIDEOCONFERENCE: EU MULTI BREAD PROMOTION PROGRAM
  ZOOM MEETING NOVEMBER 17th, 2020 / 10:00-12:00 CET

             Welcome!!!

Bread-Initiative.eu
VIDEOCONFERENCE: EU MULTI BREAD PROMOTION PROGRAM
  ZOOM MEETING NOVEMBER 17th, 2020 / 10:00-12:00 CET

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Bread-Initiative.eu
           VIDEOCONFERENCE: EU MULTI BREAD PROMOTION PROGRAM
             ZOOM MEETING NOVEMBER 17th, 2020 / 10:00-12:00 CET

                                         AGENDA
1. Welcome (Marc Casier)
2. EU background of Multi Agri-food Promotion Programs. Some examples (Tactics Europe)
3. Overview of the Spanish Bread promotion project 2019-2021. Major challenges and
   main results (Ramón Sánchez)
4. Proposal of an EU Multi Bread Promotion Project 2021–2023, based on the Spanish
   project. Legal, administrative and economic aspects to be faced (José Mª F. del Vallado)
5. Q&A
6. Conclusions and commitments

Bread-Initiative.eu
             VIDEOCONFERENCE: EU MULTI BREAD PROMOTION PROGRAM
               ZOOM MEETING NOVEMBER 17th, 2020 / 10:00-12:00 CET

                                                 AGENDA
1. Welcome (Marc Casier)
2. EU background of Multi Agri-food Promotion Programs. Some examples (Tactics Europe)
3. Overview of the Spanish Bread promotion project 2019-2021. Major challenges and main results (Ramón
   Sánchez)
4. Proposal of an EU Multi Bread Promotion Project 2021–2023, based on the Spanish project. Legal,
   administrative and economic aspects to be faced (José Mª F. del Vallado)
5. Q&A
6. Conclusions and commitments

Bread-Initiative.eu
             VIDEOCONFERENCE: EU MULTI BREAD PROMOTION PROGRAM
               ZOOM MEETING NOVEMBER 17th, 2020 / 10:00-12:00 CET

                                                 AGENDA
1. Welcome (Marc Casier)

2. EU background of Multi Agri-food Promotion Programs. Some
   examples (Tactics Europe)
3. Overview of the Spanish Bread promotion project 2019-2021. Major challenges and main results (Ramón
   Sánchez)
4. Proposal of an EU Multi Bread Promotion Project 2021–2023, based on the Spanish project. Legal,
   administrative and economic aspects to be faced (José Mª F. del Vallado)
5. Q&A
6. Conclusions and commitments

Bread-Initiative.eu
             VIDEOCONFERENCE: EU MULTI BREAD PROMOTION PROGRAM
               ZOOM MEETING NOVEMBER 17th, 2020 / 10:00-12:00 CET

                                                 AGENDA
1. Welcome (Marc Casier)
2. EU background of Multi Agri-food Promotion Programs. Some examples (Tactics Europe)

3. Overview of the Spanish Bread promotion project 2019-2021. Major
   challenges and main results (Ramón Sánchez)
4. Proposal of an EU Multi Bread Promotion Project 2021–2023, based on the Spanish project. Legal,
   administrative and economic aspects to be faced (José Mª F. del Vallado)
5. Q&A
6. Conclusions and commitments

2019-2021

BREAD PROMOTION CAMPAIGN
          SPAIN
         2019-2021

What is INCERHPAN?
INCERHPAN is the Interprofessional Organization of
Breadmaking Cereals and Derivatives, recognised by the
Ministry of Agriculture, Fisheries and Food of Spain.

It Integrates all Associations and Professional Organizations,
Business and Cooperatives, State level, Legal Personality and Non-
Profit, representatives of the Activity of Agricultural Production,
the transformation and commercialization of Grain cereals and
derivatives.
All sectorial organizations in the world of cereals in Spain
participate, from innovation in seeds, to the bakery industry,
through farmers, commercial operators, flour industry and the
world of science.

What is the composition of INCERHPAN?
INCERHPAN is composed of the following 13 organisations at state level:

•   Agrarian Association of Young Farmers (ASAJA)
•   Coordinator of Farmer and Rancher Organisations (COAG)
•   Union of Small Farmers and Ranchers (UPA)
•   Agrifood Cooperatives of Spain
•   Association of Grain and Oilseed Commerce of Spain (ACCOE)
•   Association of Flour and Semolina Manufacturers of Spain (AFHSE)
•   Spanish Association of Yeast Manufacturing (AFLE)
•   Spanish Association of Raw Material and Improvers for the Baking,
    Confectionary and Similar Industries (ASPRIME)
•   Spanish Association of the Baking, Pastry and Confectionary Industry
    (ASEMAC)
•   Spanish Confederation of Baking Organisations (CEOPAN)
•   National Association of Plant Breeders (ANOVE)
•   Association of Select Seed Production Companies (APROSE)
•   Spanish Association of Grain Experts (AETC)

INCERHPAN at European level
Incerhpan's full member associations are part of the representative mirror
organisations at community level.

• In the field of agricultural production, the three public tender offers (ASAJA,
  UPA and COAG), as well as Agro-food Cooperatives are part of the community
  association representing all the agricultural organisations and cooperatives in
  the EU: COPA-COGECA.
• In the field of trade in cereals ACCOE is a member of COCERAL.
• AFHSE is a member of the European Flour Millers (EFM).
• AFLE is a member of COFALEC (Confederation of Yeast).
• ASPRIME is a member of FEDIMA (European federation of manufacturers
  and suppliers of ingredients to the bakery, confectionery and patisserie
  industries).
• ASEMAC is a member of the AIBI (International Association of Plant
  Bakeries).
• And finally CEOPAN is a member of the CEBP (European Confederation of
  National Bakery and Confectionery Organisations).

GOOD MORNING WITH BREAD
THE CHALLENGE: To improve the image of bread among the segment that is
less aware, families with children between 6 and 12 years old through:
• Encouraging the habit of a balanced and healthy diet, with bread as an
  essential food.
• To make the properties of bread known and to fight against the false myths
  that associates the consumption of bread with obesity.
With this programme we will provide our audiences with arguments to improve
their diet and lifestyle through eating habits, buying and preparing food to
change perception and recover consumption, based on scientific arguments,
putting in value nutritional benefits and by linking them with healthy dietary
practices.
Increasing the degree of knowledge among the general population and focusing
on the promotion of consumption in the child population:
     ✓Children between the ages of 6 and 12 years old.
     ✓Parents who receive the messages through their children.
     ✓Teachers, educators and media.

GOOD MORNING WITH BREAD: LOGO
In order to strengthen the communication of nutritional dietary practice, with the clear objective of
improving information and awareness of bread consumption regarding the "Recommended Daily
Ration" we have created a logo stamp for the programme that is present in all elements of
communication and it has been approved by the Spanish Food Safety Authority.

GOOD MORNING WITH BREAD
Key messages
GOOD MORNING WITH BREAD!
Breakfast, afternoon snack, recreation, sports.... Better with bread! Because it gives
you the carbohydrates, fibre, proteins, vitamins and minerals you need.
YOUR DAY, BETTER WITH BREAD FROM EUROPE!
ENJOY IT'S FROM EUROPE

GOOD MORNING WITH BREAD

Key messages
GOOD MORNING WITH BREAD plays with a double meaning:
• On the one hand it is a healthy and delicious greeting to every day and every hour of the day,
  because we want to be there at breakfast, afternoon snack, homework, sports.... the life of an
  active child with a Mediterranean diet.
• On the other hand, they are the infinite "benefits" of bread.

The image conveys two
messages:
• Physical activity linked to
  bread consumption in a
  day of a child's life.
• An infinite number of ways
  to eat bread as part of a
  balanced diet.

STRATEGY OF THE ACTIONS
The activities presented will allow                            ▪ 2.1 PR Office
                                      2. PUBLIC RELATIONS      ▪ 2.2 Presentation event
us to have direct contact with our
audience, through an itinerant
action that will cover the towns of                            ▪ 3.1 Microsite
                                                               ▪ 3.2 Interactive game
more than 500,000 inhabitants,        3. MICROSITE
being present in a notorious and
differentiating way in the                                     ▪ 4.1 Television
                                                               ▪ 4.4 Digital
strategically key scenarios that      4. ADVERTISING
would otherwise not be so easily
accessible.                                                    ▪ Graphic material
                                                               ▪ Infographic video
                                      5. COMMUNICATION TOOLS
The basis of the action strategy
will be the synergy between the
                                                               ▪ Roadshow
proposed activities.                  6. EVENTS

Annual budget: 340,000 euros                                   ▪ 8.1 Pre-production
(70% EU – 30% INCERHPAN) from                                  ▪ 8.2 Photographic production
                                      8. OTHER ACTIVITIES
                                                               ▪ 8.3 Scientific consultant
2019 to 2021.

PRESENTATION
       EVENT
    26/9/2019

PUBLIC RELATIONS OFFICE

INTERACTIVE GAME

BRAND MONTH IN BOING TV

ROADSHOW: 20 DAYS – 19 CITIES

ROADSHOW: 20 DAYS – 19 CITIES

ROADSHOW: 20 DAYS – 19 CITIES

Bread-Initiative.eu
             VIDEOCONFERENCE: EU MULTI BREAD PROMOTION PROGRAM
               ZOOM MEETING NOVEMBER 17th, 2020 / 10:00-12:00 CET

                                               AGENDA
1. Welcome (Marc Casier)
2. EU background of Multi Agri-food Promotion Programs. Some examples (Tactics Europe)
3. Overview of the Spanish Bread promotion project 2019-2021. Major challenges and main results (Ramón
   Sánchez)

4. Proposal of an EU Multi Bread Promotion Project 2021–2023, based
   on the Spanish project. Legal, administrative and economic aspects
   to be faced (José Mª F. del Vallado)
5. Q&A
6. Conclusions and commitments

Bread-Initiative.eu

NEWMULTICHAFEAPROGRAMME
     2021-2022-2023
   BREADFROMEUROPE
      (UE)REGULATIONn.o1144/2014

 CEBP - European Confederation of National Bakery and Confectionery Organizations

EXECUTIVE SUMMARY
Together with ”Bread Initiative”, we intend to develop a Multi European Promotion
  Programme around the Bread from Europe in the years 2022-2024, based on the
 current Simple European Promotion Programme that is successfully taking place in
                               Spain from 2019-2021
                           “Good Morning with Bread!”

     This Multi Programme will have three main communication objectives:
 1. Position European Bread as a beneficial food from a nutritional perspective
    2. Increase the knowledge of the recommended consumption of bread
   3. Strengthen the value of European Bread and its production methods.

 In order to be able to develop such programme, we are looking for Partners who
                     would want to be members of the project

 This Programme would be presented to CHAFEA during spring 2021 (exact date
                                   TBC)

EXECUTIVE SUMMARY
     This Programme will count with 4 main activities each of the three years:

   1. A European Roadshow in form of a Bakery Bus that will travel more than
       10.000km during aprox. 40 days per year, visiting 20 different EU cities.

 2. A Road Movie which, following the Bakery Bus, will film content ranging from
    working methods of each country, baker testimonials to most popular bread
             varieties, everything broadcasted in Online TV platforms.

   3. A permanent Press Office, containing presentations in each country, press
                     releases and media monitoring/clipping.

4. Digital and Social Media presence, creating a Programme Website adapted to all
   markets and languages, social media profiles, and influencer marketing strategy.

to which project coordinators representing
organisations which are partners of each
project, submit reports and deliverables.

CAMPAIGNFINANCED   THEEUROPEANUNIONSUPPORTS
WITHAIDFROM            CAMPAIGNSTHATPROMOTE
THEEUROPEANUNION           AHEALTHYLIFESTYLE

VIDEO SUMMARY MADRID 2019

Bread-Initiative.eu
                        LEGAL BASE FOR SUBMISSION
• It´s not necessary to create a legal consortium. Each organization creates a
  profile in Chafea where they submit their accounts, administrative and
  legal information.
• One organization is denominated coordinator and it´s the responsible to
  justify the campaign financial and administrative documents.
• The coordinator receives the campaign advance payment (20% of the 80%
  subsidized by the EU of the total campaign) and the grant money each year,
  once justified and then he distributes the money among his associates.
• The rest of the associations have to contribute 20% of their contribution
  each year and must have sufficient liquidity to cover the cots of the
  activities carried out by the executing agency until CHAFEA enters the grant
  money each year.

Bread-Initiative.eu
                                             DEADLINES
• November year n-1: Publication of the Annual Work Programme, setting the strategic priorities for
  information and promotion measures. It constitutes the basis of the calls for proposals published in the
  following year.
• January year n: publication of the calls for proposals for SIMPLE and MULTI calls with the deadline in
  April of year n
• April-September year n: evaluation
• October year n: Based on the outcome of the evaluation phase, the European Commission adopts the
  Decision, which includes the list of SIMPLE programmes selected for the Union's financial contribution.
  Within similar timeline, Chafea informs the applicants who submitted MULTI programmes of the
  evaluation outcome.
• October year n: publication of the list of SIMPLE programmes accepted for funding. Member States
  inform the applicants.
• October year n: publication of the list of MULTI programmes accepted for funding
• November-December year n: Grant agreements are being signed.
• January year n+1: the implementation of the selected promotion programmes starts.

Bread-Initiative.eu
ELEGIBLE ORGANIZATIONS

Bread-Initiative.eu
ELEGIBILIY CRITERIA

Bread-Initiative.eu
CO-FINANCING RATES

Bread-Initiative.eu
             VIDEOCONFERENCE: EU MULTI BREAD PROMOTION PROGRAM
               ZOOM MEETING NOVEMBER 17th, 2020 / 10:00-12:00 CET

                                                 AGENDA
1. Welcome (Marc Casier)
2. EU background of Multi Agri-food Promotion Programs. Some examples (Tactics Europe)
3. Overview of the Spanish Bread promotion project 2019-2021. Major challenges and main results (Ramón
   Sánchez)
4. Proposal of an EU Multi Bread Promotion Project 2021–2023, based on the Spanish project. Legal,
   administrative and economic aspects to be faced (José Mª F. del Vallado)

5. Q&A
6. Conclusions and commitments

Bread-Initiative.eu
             VIDEOCONFERENCE: EU MULTI BREAD PROMOTION PROGRAM
               ZOOM MEETING NOVEMBER 17th, 2020 / 10:00-12:00 CET

                                                 AGENDA
1. Welcome (Marc Casier)
2. EU background of Multi Agri-food Promotion Programs. Some examples (Tactics Europe)
3. Overview of the Spanish Bread promotion project 2019-2021. Major challenges and main results (Ramón
   Sánchez)
4. Proposal of an EU Multi Bread Promotion Project 2021–2023, based on the Spanish project. Legal,
   administrative and economic aspects to be faced (José Mª F. del Vallado)
5. Q&A

6. Conclusions and commitments

Bread-Initiative.eu
VIDEOCONFERENCE: EU MULTI BREAD PROMOTION PROGRAM
  ZOOM MEETING NOVEMBER 17th, 2020 / 10:00-12:00 CET

            Thank you!!!