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t to highlight the sustainability of the meat sector. We aim to showcase the efforts being made within the meat sector. The tone we set in our communication is clear, honest, and trustworthy. Our communication will be based on scientific data as well as on experiences and testimonials from within th

e sector. The target audience of the campaign in Flanders are the people responsible for the purchases at home, while in Germany the focus is on a B2B audience consisting of retail, wholesale, and foodservice. This public contract consists