According to what is indicated in the reg. EU 1144/2014, the objectives of the program are entirely consistent with the general objective of information and promotion actions, which is to “strengthen the competitiveness of the agricultural sector of the Union”, with particular reference to pork. They are also consistent with the specific objectives of information and promotion actions, in particular:

a) “improve the degree of knowledge of the merits of the Union’s agricultural products and the high standards applicable to production methods in the Union”;

b) “increase the competitiveness and consumption of agricultural products and certain Union food products and optimize their image”;

c) “increase the market share of agricultural products and certain Union food products, paying particular attention to the markets of third countries that have the greatest growth potential.