TOOL DETAILS
Title
A website promoting a new beef label
Tool category
& type
Campaign:
Keyword(s)
Agri-food industry, Awareness raising, Biodiversity, Campaign, Cattle, Grass, Labelling
Summary
The Ministry of Agriculture, Viticulture and Rural Development of Luxembourg launched a campaign to advertise its new label "Naturschutz Fleesch" which promotes the biological diversity and quality of the meat produced in the country. A dedicated website has been created, where the public can find a list of farmers, butchers and restaurants participating in this project. The certified beef production meets conservation requirements (e.g a permanent pasture with low livestock density with traditional breeds such as Angus, Galloway or Highland Cattle) focusing on protected areas or other sites of high ecological value.
Country
& RDP Region(s)
Luxembourg
Main purpose
The main purpose of creating and promoting this national label was to raise farmers and consumers awareness about the importance of the quality of the meat produced in Luxembourg while respecting conservation and ecological measures.
Related
tools used
Website, press release, event
Target audience
EAFRD Beneficiaries:
Rural Development Stakeholders:
General Audience:
Technical information
The campaign is supported by a website where the public can find detailed information regarding the label and what it entails. The information is provided in German and in French.
Date produced
2013
Publisher/
Organiser
Ministry of Agriculture, Viticulture and Rural Development of Luxembourg
Distribution & Promotion
Ministry of Agriculture, Viticulture and Rural Development of Luxembourg
Name of organisation
Ministry of Agriculture, Viticulture and Rural Development of Luxembourg
Type of
organisation
Managing Authority
Image(s)
File(s)
Name of contact person
Francoise Bonert
Address
1, rue de la Congrégation
L-1352 Luxembourg
Telephone
+352 2478 2478
