The Beef Promotion Fund decided to start work on creating a strategy for the promotion of Polish beef. The strategy is to define the industry’s communication goals, methods of achieving them, good communication practices and crisis response matrices.
The draft strategy includes, among others: creating a framework document for the method of communication of the beef sector and developing the definition of “Polish Beef”.
– In the Polish communication space in the meat industry, there is currently a large deficit of multimedia materials that are attractive in terms of content and visuals, reaching a wide range of recipients in terms of form and message, building a positive image of beef – informs Jacek Zarzecki, President of PZHiPBM and Chairman of the Management Committee of the Beef Promotion Fund.
Coordinated image-building activities are needed
Individual image campaigns bring results in the form of point improvements in sentiment, opinions or combating disinformation, but these are not coordinated activities, which makes the situation more difficult because certain issues have to be performed multiple times through different image campaigns.
– In order to base the strategy on the actual situation and the selection of appropriate tools, as part of the task, an analytical report will be prepared regarding communication of the beef sector and beef itself on the Internet and social media such as: Facebook, X, Instagram. An analysis of various campaigns and strategies for beef promotion in other countries will also be prepared, as well as current methods of promoting Polish beef in the country and on foreign markets, not only by agricultural organizations but, above all, by companies – announces Zarzecki.
Polish beef with its own logo
– In Poland, no agri-food sector, apart from the beef sector, has its own sector strategy. Now we want to add a strategy for the promotion of Polish beef and develop the “Polish Beef” sign. We want the promotion of Polish beef to follow a specific pattern, using a uniform visual identification system, Zarzecki informs.
As predicted by the Chairman of the Management Committee of the Beef Promotion Fund, the basis for the work will be a series of meetings with plants, exporters and Polish beef producers so that this strategy responds to their needs.
– We will also use the knowledge of internet communication specialists with experience in communicating agri-food projects. The materials they prepare will become the basis for preparing the strategy, Zarzecki sums up.
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