Campaign to promote rabbit meat consumption launched

(Photo: AM/Csaba Pelsőczy)

The Minister said: rabbit meat is a quality 21st century source of protein, has favorable physiological parameters, low fat content, and is the only type of meat that is free of allergenic substances. In addition, it is a type of meat produced in a traditional, healthy and sustainable way, a tasty, diverse cultural ingredient. He highlighted that it is produced according to the strictest EU food safety and animal welfare standards. Péter Ondré, CEO of the Agricultural Marketing Center (AMC), said: rabbit breeding has a long tradition and is an integral part of Hungarian gastronomy, and its consumption can easily be integrated into a healthy diet. He emphasized: we can contribute to the survival of the sector by consuming Hungarian products. He added that the export ratio of the sector’s production is around 90-95 percent, and Hungarian rabbit meat is sought after on European markets, but the stability of the sector can also be supported by higher domestic consumption. Róbert Juráskó, President of the Rabbit Product Council, highlighted: in 2022, the drought and previously the coronavirus negatively affected the sector, but last year the market stabilized and started to grow, with the purchase of live animals increasing by nearly 10 percent compared to 2023. Hungary is the fourth largest rabbit producer in Europe and the second largest rabbit meat exporter in the world, with 30 million euros per year. The annual production is 3.6 million pieces, and domestic sales are around 410 tons – he explained. In the past 15 years, the sector has been reorganized, primarily large-scale production is underway, but hobby rabbit farming is also experiencing a renaissance – he added. Among the challenges, he mentioned strict animal husbandry regulations, epidemic control risks, as well as feed and labor shortages, and the decline in domestic consumption. From the perspective of the future of the sector, digitalization, the use of more modern technologies and the involvement of young people could be solutions. He said that the promotional campaign called “Rabbit Meat EU” will be implemented with the support of the Ministry of Agriculture and the AMC after two years of preparation. Together with the Spanish side, they will promote meat consumption in the two countries over the next three years with a budget of 4.27 million euros, one third of which will go to the Hungarian side.

According to the professional organization, it would be considered a success if market penetration increased by 2 percent over the three years of the program

The campaign targets two main age groups: the older (60 plus) age group and the Y generation (25-44 years). Rabbit meat is not unknown to the older generation, which is why the term “influencer grandparents” is included in the marketing message, he said. Tímea Gál, international project manager of InnoFood Marketing, explained the details of the campaign, saying that it will primarily run on social media platforms, but there will also be in-store tasting campaigns. In addition to retail consumers, the hospitality sector will also be involved in the campaign, and on October 4, on the occasion of the European Rabbit Meat Days, rabbit meat will be available to try in about 40 restaurants, but they are still waiting for more restaurants to apply.

AM/MTI