'Butter of Europe' awareness campaign launched in the Middle East
The French Dairy Board and the EU have launched the three-year 'Butter of Europe' awareness campaign in the Middle East.
The Middle East is the second biggest market for European butter, in volume and value, after the US. For the UAE only, the butter market is expected to grow at 3.6% in 2018 to reach a market value of US$80.6m at the end of the year, according to data from World Dairy Situation, International Dairy Federation.
As part of the awareness campaign, on March 8, a multi-sensory dinner was held at Inked, Dubai. After a demonstration of traditional butter churning and molding by French dairy specialist Francois Robin, guests enjoyed a five-course menu, focusing on the five senses.
Robin was also present at the ‘Butter Kitchen’, locatted at Taste of Dubai, accompanied by Charles Soussin. Both chefs arrived here from France to demonstrate "the uniqueness of European butter and its essential role in cooking" through workshops and tasting - also part of the campaign.
The three-year campaign is being conducted jointly by CNIEL - the French Dairy Interbranch Organisation - and the European Union.
It is taking place in six countries across Asia and the Middle East: Hong Kong, China, Taiwan, Lebanon, Saudi Arabia and the United Arab Emirates, and will be implemented through general public events and a strong digital presence.