Opas, the Pig Breeders’ Product Organisation is the leader of the project “Eat &Think Pink UK – Say yes to the Best, Eat European Pork!” cofunded by the European Union and will be present, with a booth in London on the occasion of the Speciality Fair which takes place on 10 and 11 September at Olympia London in Hammersmith Road. The project meets the strategic objectives set by the European Commission in the context of Regulation 1144/2014 and the target country is – precisely – the United Kingdom. The target groups of the project are sportsmen, young people, rugby fans and socially aware consumers. It is also aimed at food and distribution operators. The action aims to improve the knowledge and reputation of European pork meat considering in particular the specificities of agricultural production methods in the EU, especially in terms of sustainability coherent with the guidelines of the European Green Deal and the Farm to Fork strategy. It is therefore focused on the topics of food safety, traceability, authenticity, labelling, nutritional and health aspects, animal welfare, respect for the environment and sustainability (including benefits for the climate such as the reduction of greenhouse gas emissions and/or increased carbon dioxide removals). The agrifood products covered by the campaign will be promoted by highlighting their characteristics in terms of quality, taste, diversity and traditions. During the three years, the program envisages a series of actions with a particular focus on the Rugby sports world: Great Britain boasts not only an important history – rugby was born on the island – but above all because it involves millions of fans and young athletes through the so-called “Third Half”, i.e. the end of the match which sees athletes and spectators gathering in a convivial context. Moreover, in Great Britain, pork meat has particularly important consumption patterns. The messages will be disseminated through in-person events such as promotional days in stores, fair stands, promotional events during sporting events and through social medias channels, a specific website and advertising (online advertising and digital billboards).