Consumer campaign starts in July – Ministry provides significant budget

With the onset of the Ukraine crisis and the inflation-related price trends for food across the board, the reluctance to buy is also affecting small and medium-sized companies in the food industry in Brandenburg. The Brandenburg Food Industry Entrepreneurs' Initiative had already recognized the opportunity to influence consumer attitudes in these times and, not least, purchasing behaviour in the medium term, and flanked it with campaigns in 2022 and 2023.

At the beginning of 2024, the Brandenburg Ministry of Agriculture, Environment and Climate Protection (MLUK) commissioned the agricultural marketing association pro agro e.V. with the conceptual support and operational monitoring of a continuation of consumer communication in the current year. 
 

"500,000 euros will be available from the state budget until December 2024 to highlight the positive effects of regional partnerships from farm to fork for our society. It is important to us to maintain a continuous dialog with consumers. After all, it is often a long way from a positive attitude towards regional food to actually buying it," says Minister Axel Vogel, explaining the need for a sustainable communication campaign.