The Government promotes, from today, the first phase of a national campaign for the promotion of Azorean milk and dairy products through multiple media, including television, radio, press, muppies, ATM network and Internet, with the aim of increasing their visibility and consumption.
 
During the presentation of the campaign, the Regional Secretary for Agriculture and the Environment pointed out that it is included in the "development strategy established for the agricultural and agro-industrial sectors in the Azores under multi-sectoral policies designed to enhance exports and the promotion of regional products."
 
Luís Neto Viveiros added that the initiative also falls "within the measures determined by the Government of the Azores to help the milk sector overcoming the challenges it is currently facing."
 
In his speech, the government official noted that "the Azores produce milk in unique conditions that is considered to be one of the best among the best based on scientific and technical evidence." However, it is always possible "to grow even further."
 
"On what? Innovation, diversification, promotion of products and, consequently, sales and market penetration," said the government official.
 
"Promoting throughout Europe what we do well, how we do it and how we make it is, therefore, absolutely necessary and strategic" because "as consumers we tend to buy what we know and the food products we trust," stressed Neto Viveiros.
 
The Secretary for Agriculture also pointed out that this initiative, which involves a public investment of nearly half a million Euros supported by regional funds, is "a contribution the Government has provided under the public strategy to strengthen the sector and, also, as a partner of the Azorean Milk and Dairy Centre (CALL)."
 
The ceremony was also attended by the Azores Agricultural Federation, ANIL and Lactaçores and the founding members of CALL. On the occasion, Luís Neto Viveiros said the event "embodies the spirit of the Milk Forum and puts into force the Declaration of Commitment approved in February this year." According to him, the aim is "to undertake joint efforts towards the promotion, enhancement, innovation, sharing of information and knowledge for the benefit of the sector and regional economy."
 
"This common plan for the promotion and enhancement of Azorean milk and dairy products benefits everyone: production, processing and marketing," said the government official.
 
With the regard to disposal difficulties, Luís Neto Viveiros also highlighted that the Regional Government, "bearing in mind an integrated vision about the sector," is boosting the use of the Azores Brand abroad. The latter was designed to differentiate the origin of products as synonymous with quality and the most distinctive characteristics of the archipelago: nature, high environmental value, diversity and uniqueness."
 
The Regional Government has also decided to "reinforce the strategy to access markets and gain their loyalty, through business missions, campaigns and participation in fairs and exhibitions. These activities are carried out by the Society for Business Development of the Azores (SDEA)," which also attended the launching session of this campaign. There are plans to further enhance the campaign with several promotional activities.