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Novembre 2012

11. Using ‘Sustainability’ to Market U.S. Foods In Europe


The European ‘sustainability’ movement is amorphous and presents both opportunities and threats to exporters of U.S. food and agricultural products. Sustainability also has marketing and policy implications that are in some instances closely related. To provide a conceptual framework that is useful to U.S. exporters, this report focuses on European Union (EU) policy initiatives, provides ‘fact sheets’ on government and private initiatives in selected EU Member States, and highlights U.S. products that might benefit from emphasizing sustainability in marketing efforts.

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