Service Providers for EU Funded Promotion Campaign in China, South-Korea and Japan

The purpose of the procurement procedure is to award a framework agreement the provision of services regarding the planning and implementation of an EU Funded Promotion Campaign in China, South Korea and Japan (hereinafter referred as ‘Campaign’). The purpose of the Campaign is to increase the awareness and export volume of EU oats and oat ingredients in three Asian markets: China, South Korea and Japan, while promoting sustainable and healthy European produce. Campaign start date is 1st of January 2025 and end date 31st of December 2027 (duration 36 months). The Campaign is aimed to external markets to promote processed oats, oat ingredients and derivatives of oats from Sweden and Finland to three different target countries: Japan, South Korea, and China. The specific project objectives are based on the analysis that increasing number of Japanese, Chinese and Korean consumers demand sustainably and responsibly produced oat products in their pursuit of a healthier everyday diet. Local manufacturers are producing new and versatile products using oat ingredients and importing them from major supply countries. Competitors from Australia, USA and Canada have established a market presence on these markets to supply oat ingredients, and to increase market share for European oats, EU market initiatives for promotion and awareness raising are needed. As the top EU market leaders in oats, Finland and Sweden propose this program to improve the competitiveness of European oat producers in Japan, China and South Korea, and to actively promote the EU quality standards of the oats. With the know-how and experience of generational farmers educated and experienced in precision agriculture, circular food systems, and soil management, combined with extensive research on oat innovation and technology, Finland and Sweden have excellent conditions to produce high-quality oats sustainably. The Campaign is co-financed by the EU (Regulation 1144/2014). The procurement will be conducted in accordance with Finnish Act on Public Procurement and Concession Contracts (1397/2016).