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participated in trade shows, conducted
point-of-purchase promotions, and dis
tributed literature on honey’s impor
tance and uses. Similar activities arc
undertaken by the Egg, Dairy Produce,
and Wine Boards. In most cases, the
major targets of promotional activities
are the United Kingdom, Ireland, New
Zealand, and Scandinavian countries.
France. SOPEXA, the French ex
port agency, carries out most of the
country’s market development activities
with the goal of maintaining a French
presence in the large and traditional
trade fairs while also developing new
markets. Its budget for 1974 was in
creased some 10 percent; plans call for
greater emphasis on promotions in the
United States, Italy, Denmark, the Neth
erlands, and Japan and less emphasis
in West Germany, Belgium, Sweden,
and Switzerland. Main products stressed
have been bakery products, pork prod
ucts, frozen foods, food pastes, and
apples.
In 1973, SOPEXA activities included
point-of-purchase promotions, sampling,
cooking demonstrations, and radio and
television advertising. In addition,
SOPEXA conducts “French Weeks”
and minifairs to emphasize its products.
Denmark. Trade fairs are a major
vehicle for Danish market development,
and in 1973 the country’s Agricultural
Marketing Board arranged for partici
pation in 12 fairs and exhibits. Often
such efforts arc followed up by point
of-purchase campaigns in supermarket
outlets. In fiscal 1972, for instance,
Danish participation in the French SIAL
Fair was followed by store campaigns
in all parts of France for Danish cheese,
butter, canned meats, and salami.
Danish bacon is promoted in the big
British market through demonstrations
and sampling in food centers.
Cheese base been promoted by the
Danish Cheese Association in stores and
in cooperation with food editors in the
United States and Canada, as well as by
the Danish Cheese Board in West
Germany.
Also, Denmark capitalized on its new
EC membership last year by reinstating
poultry campaigns in West Germany.
The Netherlands. The Dutch fre
quently participate in trade fairs and
shows and conduct point-of-purchase
campaigns to promote their products.
Here again, the United Kingdom is the
target for large butter and cheese cam
paigns, while Dutch fruit and vegetable
promotions have recently been strong in
Sweden. “Dutch Weeks,” for instance,
are annually held in Swedish chains,
during which fresh produce from the
Netherlands is stocked in large display
islands covered by colorful canopies.
Dutch girls in native costumes often
serve as hostesses.
The Dutch also conduct multicom
modity programs, where demonstrators
and materials are provided to the store
group, as well as incentive programs for
the trade and consumer.
Israel. This country is a major sup
plier of fresh and canned fruits and
vegetables in Sweden and other Euro
pean markets, and promotional activi
ties center around these products. The
Israeli Citrus Marketing Board (CMB),
for instance, promotes its Jaffa oranges
and grapefruits at point-of-sale promo
tions in retail chains. Current plans of
Lancaster Farming. Saturday. Oct 26.1974
the CMB include a display contest for
independent Dutch retailers, who will
use materials supplied by the CMB to
develop displays promoting Jaffa fruit.
Spain. This country is gradually
coming upon the export market develop
ment scene, and today the Spanish
Government, various quasi-governmen
tal syndicates, and other trade groups
support promotional campaigns abroad.
This year, the major portion of the
Spanish market development budget is
being spent on fruits and vegetables,
olive oil, and olives—some of the coun
try’s top agricultural exports. Citrus
promotion is concentrated in Europe
(particularly the United Kingdom and
West Germany), while olive oil pro
motion is emphasized in the United
States, Canada, Australia, West Ger
many, and Swizerland. Types of promo
tional activities include trade fairs, trade
missions and publicity campaigns.
Major U.S. Markets. Enlargement of
the EC to include the United Kingdom,
- Ireland, and Denmark has caused some
dramatic changes in these countries’
farm policies and trade regulations and
thus has had a major impact on their
suppliers’ promotional campaigns.
EC countries, for instance, have be
come increasingly active in the new
member markers, with substantial gains
in market development efforts by France,
Germany, and the Netherlands Also,
countries that at present enjoy—or an
ticipate—associate membership in the
EC are taking advantage of the new
competitive situation; this is particularly
evident in the Mediterranean producers.
Other nations, however, have been
frustrated by a loss of preferential
market access and are either developing
new program strategies to counteract
the impact of EC regulations, or are
phasing out long-standing activities be
cause of insurmountable trade barriers.
Countries in this situation include South
Africa, New Zealand, and Australia.
17