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PŘÍLOHA 1
PŘÍLOHA 1A – SCHVÁLENÁ VERZE PROGRAMU
POPIS AKCE – část B žádosti
Section 1:
MARKETING SUPPORT OF MODERN EUROPEAN
AGRICULTURE & AGRICULTURAL AND FOOD
PRODUCTS FROM THE UNION
IN THE CZECH REPUBLIC & SLOVAKIA
(AGRARIAN CHAMBER OF THE CZECH REPUBLIC)
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1. Introduction of proposing organisation
Agrarian Chamber of the Czech Republic is the largest and most professional
organization of farmers and associated industries in the Czech Republic.
Agrarian Chamber of the Czech Republic (AKČR) was established by Act no. 301/1992 Coll.
of the Economic Chamber and Agricultural Chamber of the Czech Republic, as amended by
Act No.121 / 1993 Sb. and amended by Act č.223 / 1994 Sb., brings together the majority of
entrepreneurs in agriculture, forestry and food, promotes and defends the interests of its
members, provides consulting and information services throughout the Czech Republic in the
following fields: legal and legislative consulting, advisory and practical vocational training,
marketing and promotional support, foreign relations, customs and certification, computer
science.
Agrarian Chamber of the Czech Republic is an independent entity based at Blanicka 3 street
in Olomouc, Czech Republic with an assigned identification number 47674768 and tax
identification number CZ47674768, bank account held at CSOB Olomouc, Czech Republic
and registered in the Commercial Register maintained by the Regional Court in Ostrava,
section AXIV, insert 571. This information can be confirmed by an extract from the national
register of the Commercial register, or online at www.justice.cz.
Agrarian Chamber of the Czech Republic is the most important nongovernmental agrarian
organization with duly elected authorities for a period of three years. It represents the interests
of its approx. 2,5 thousand members, of which 2 thousand agricultural organizations, as well as
foresters, beekeepers, fishermen, but also food businesses, dairies, suppliers of equipment and
technologies, and more, with a total number of almost 100 thousand employees of its members.
AKČR represents about three quarters of the total population employed in agriculture and
related industries in the Czech Republic. In monetary terms, the total size of agricultural
economy of the Czech Republic and the volume of production of each commodity reaches a
qualified estimate of the production of AKČR members at level of approx. 75 %. So we are an
organization that plays a role not only in the traditional concept of
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producing raw materials for food production and the countryside, but also in a broader context
and connection to the national economy and the Union.
Chamber secures relation to members through district / regional / local Chambers of
Agriculture and integrated agricultural, food and forestry communities.
Within its scope AKČR provides to its members:
- advisory and consulting services in matters of business activities;
- statements and expert opinions;
- educational activities;
- marketing and communication support;
- and cooperation with government authorities in providing information service,
professional education and forms of retraining and in solving employment problems.
AKČR ensures that its members perform business professionally and in accordance with
national and European legal regulations. It also establishes and develops contacts with
chambers and similar institutions from the Union and concludes agreements with them. It
performs its own economic activity to support the proper performance of their duties and in
accordance with its mission, and participates in training for the profession and promotes
educational facility established for this purpose, based on lists of members conducted by the
district chambers and communities leads and publishes aggregate Agro-register members.
Furthermore, the Chamber is continuously working with state and representative bodies and
other institutions of the Czech Republic and the Union.
Agrarian Chamber of the Czech Republic is a full member of the association of non-
governmental agricultural organizations of the EU COPA - COGECA, which is involved in
all their activities, communication, addressing and information transfer.
RESUME (1.)
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Agrarian Chamber of the Czech Republic is the relevant body for
submission of this project due to the fact that its members
represent approx. 75 % of agricultural production in the Czech
Republic and its long-term goals are to provide consulting and
information services as well as marketing and promotional support
for national and european agricultural sector.
2. Products / modes and market analysis
The project is primarily focused on highlighting of specific features of agricultural and
food products from the Union, particularly meat and meat products (fresh, chilled and
frozen – pork, beef, poultry & fish), milk and dairy products (fresh and dried milk,
cheeses, sour milk products), fruits, oils and wine – their quality and taste as well as
traditions and diversity of their production. Through this highliting we want to
significantly increase the purchase and consumption of European agricultural products
in the Czech and Slovak Republic, i.e. both national agricultural products as well as
agricultural products imported from other EU member countries.
Agricultural production in the Czech Republic & Slovak Republic in 2015-2017
Agricultural production at basic prices in the Czech Republic reached average value
(according to the final results for 2015-2016 and preliminary results for 2017) of 5.310,2
million €, in the Slovak Republic 2.235,1 million €.
Record results (compared to previous years) were due to annual growth of all its items – both
crop and livestock production. As of share of agricultural output at basic prices in the Czech
Republic and Slovakia, crop production (at average 56,7 %) prevails over production of
livestock (38,1 %). Crop production is significantly represented by cereals and industrial crops,
while within livestock production there predominates production of milk and meat.
Agrarian imports to the Czech Republic and Slovak Republic in 2015-2017
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The average annual value of agricultural imports (2015 to 2017) was in the Czech Republic
7.982,1 million € and in Slovakia 4.437,6 million €. From these figures imports from other
EU countries are nearly 85 % and from other (third) countries slightly over 15 %.
Among the most imported agricultural products into the Czech Republic and Slovakia are
pork, poultry and other meat, bakery goods, cheese and curd, oils or wine.
Czech agricultural imports in 2015-2017 came mainly from Germany (20,8 %) and Poland (19,1
%), followed by the Netherlands (7,4 %), which moved in front of previously the third most
important supplier Slovakia (6,7 %), then Italy (5,4
%), Spain (5,1 %), Hungary (3,7 %), Austria (3,6 %) and France (3,2 %). The structure
of imports remains nearly the same year on year except from Germany and Slovakia,
that dropped slightly.
Slovak agricultural imports in 2015-2017 came also from Poland and Germany (22,9 %,
respectively 16,2 %), followed by the Czech Republic (9,0 %), the Netherlands (7,1 %), Italy,
Hungary, Spain and Austria (17,0 % combined). Share and value of individual states remained
stable in the past years.
Market value of European agricultural products
The calculated value of the market for locally produced agricultural products plus products
imported from other EU countries in the Czech and Slovak Republics, is as follows:
Country: National Imported Total Expected increase Increase in
agricultural agricultural (million €) of the market with market
production produce from the value
(million €) the Union implementation of (million €)
(million €) the project (%)
Czech 5.310,2 6.776,8 12.087,0 +5 % 604,4
Republic
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Slovak 2.235,1 3.769,8 6.004,9 +5 % 300,2
Republic 904,6
Total: 7.545,3 10.546,6 18.091,9 +5 %
The position of EU agricultural producers in comparison with its competitors
from outside the Union
Although (as mentioned) the share of European agricultural production in target countries
is almost 85% of the total imports, there is more potential both to further increase this
share and the total value of the purchase and consumption of European agricultural
products by the Czech and Slovak consumers, i.e.:
(a) increasing the quantity of purchase and consumption preferences of agricultural
products from the Union (through their better quality & taste);
(b) a further increase of the proportion of local and imported European agricultural production
in comparison to products imported from other non-EU countries.
As in paragraph (b), there is the potential to reduce the share of imports from following
countries outside the EU:
Country The annual value of The annual value of
: agricultural imports to the agricultural imports to the
CR and SR 2015-2017 CR and SR 2015-2017
Brazil (thousands of tons) (million €)
China
132,7 220,9
USA
61,3 152,9
37,5 150,8
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Turkey 68,9 130,5
Norway 19,3 88,8
Ecuador 62,7 62,2
Mexico 23,1 48,8
Vietnam 22,9 47,3
Switzerland 14,2 42,7
Morocco 27,3 39,9
Canada 18,6 34,5
Thailand 20,9 33,2
Total: 509,4 1.052,5
In aiming to reduce agricultural imports from the countries mentioned above and to replace
them by both domestic production as well as imports from the other EU member states,
following agricultural products with the highest quality from the Union have the highest
potential:
MEAT Poultry, pork, beef & Substitution of imports
fish – fresh, chilled, from South & North
frozen America and Asia
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MILK & Milk, dairy products Substitution of imports
from Asia and Middle East
DAIRY (cheeses, yogurts,
PRODUCTS creams)
FRUITS Fresh, canned Substitution of imports
from America and Asia
OILS Different species
(rapeseed, sunflower, Substitution of imports
olive etc.) from Asia and Middle East
WINE Red, white, rosé Substitution of imports
from South & North
America, Africa and
Australia
MEA
T
MILK & DAIRY
PRODUCTS
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FRUIT
S
OIL
S
WIN
E
Challenges for local and imported agricultural produce from the EU
Target markets of the Czech Republic and Slovakia have over 15 million consumers and all
of them need reliable supply of high-quality and nutritious agricultural products at quality-
adequate prices. The economical situation in the Czech republic and Slovakia as project
target markets is in 2018 relatively stable, but still with many challenges - and more of them
on the horizon: the competition of agricultural produce from other countries around the
world, climate change, rise of input prices (for example, fuel or fertilizers) and – in
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medium-term or long-term outlook – also another (potential) economical or financial crisis.
For these reasons it is necessary to support the increase of purchases and consumption of
European agricultural products and their consumer preferences by comparison with
agricultural and food products imported from non-EU member countries.
It should be (and so will do within the project) to accentuate*:
(a) QUALITY;
(b) DIVERSITY AND TRADITIONS;
(c) TASTE;
(d) and SAFETY, TRACEABILITY AND
SUSTAINABILITY of european agricultural and food
products.
EUROPEAN DIVERSITY &
QUALITY TRADITIONS OF
TASTE OF EUROPEAN
AGRICULTURE
SAFETY,
AND FOOD TRACEABILITY &
PRODUCTS FROM SUSTAINABILITY OF
AGRI-
PRODUCTION FROM
* Note: Points a) to c) will be communicated primarily, while point d) is secondary
At the same time agriculture is not only about production – it is closely linked with rural
communities and people who live in rural areas. It is also our land and natural resources.
Farmers maintain the countryside alive in all EU
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Member States and protect the rural way of life. If farms or farmers have disappeared,
our hamlets, villages and towns would be very negatively affected.
Agriculture in the country is associated with many jobs. Farmers need machinery,
buildings, fuel, fertilizers and care for their animals. Also these sectors employ many
people. And others are involved in warehousing, transportation and food retailing.
Overall, agriculture and food production is critical to EU economy and society. In all 28* EU
member states there is approximately 12 million farmers and an additional 4 million people
working in the food industry. Agricultural and food sectors together provide 7 % of all jobs
and generate 6 % of Europe's gross domestic product.
* Note: Status before completion of BREXIT
Farmers thus face a double challenge: to produce food and at the same time protect nature and
preserve biodiversity. Ecologically sustainable farming, which uses natural resources
prudently, is essential for the production of high- quality European food and our quality of life
– today, tomorrow and for future generations.
Equally important challenge is the fact that for many young people agriculture is indeed not
an attractive profession. Consequently, it is reducing the number of farmers. In the sixties, we
had in the original six EU countries more than six million farmers, but since then that number
has dropped by more than half. In this project we also want to help to change the status via
agriculture support and increase of its positive perception as a potential economic sector for
business or employment.
Overall, the project have to highlight positive attributes of European agricultural production
(the already mentioned diversity and traditions, quality and taste as well as safety, sustainability
and modern production methods) and suppress the perception of agricultural produce from
countries outside the Union as equal or better then from the Union, e.g. positive perception of
meat (esp. beef and pork) from South & North America and Asia, selected dairy products from
Asia and the Middle East, oil production from Asia and wine
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production from outside the EU (again, South and North America plus South Africa and
Australia).
The project will communicate a wide range of topics promoting the major and minor
agricultural and environmental themes and priorities of the existing framework of the Common
Agricultural Policy. It will also be ready and able to respond directly to the new challenges,
e.g. Common Agricultural Policy after 2020 – so it will thus assist to promote new priorities
and trends based on the request of EU member countries and various organizations in the areas
of agricultural production, rural development, landscape and nature, addressing climate
challenges, the welfare of farmed animals, safe foods, soil management, water and the
atmosphere, and many other topics. The project will also be able to link the existing framework
of the Common Agricultural Policy framework prepared for the period after 2020 and thus
greatly enhance public and professional discussion with all stakeholders and our whole
society. This will reinforce the continuity of debate as well as activities of the European
Commission.
Segmentation of the population and opportunity to increase awareness,
purchases and consumption of quality European agricultural products
Czech and Slovak consumers are divided into one of the following four segments:
the Grand the Purposeful
People for whom distinction of products People for whom it is important to
with added value (European quality and distinguish the product with added value
diversity) is not important, but are willing to (European quality and diversity) and are
pay for it willing to pay for it
the Lost the Clever
People for whom it is not important to People for whom distinction of products
distinguish between products with or with added value (European quality and
without added value (European quality and diversity) is important, but are not willing to
diversity) pay for it
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and are not willing to pay for it
For the Purposeful differentiation between products without and with added value is important
and they are ready to choose and pay for them – they are the „gold segment“. Interestingly,
this segment is relatively more female (62 % comparing to 38 % of male). Overall - 36,4 % of
the population.
The Grand are a segment with potential, because although product differentiation is not
important to them, they are willing to pay for them. Altogether - 5,2 % of the population.
The Clever are not ready to pay for something that is important to them. This is the youngest
segment (regarding age) – obviously they can´t pay extra due to their low present income
(youth, students etc.). Potential for the future.
Overall - 28,1 % of the population.
The Lost are really „lost“ – 30,3 % of the population.
The highest potential is therefore in the purposeful segment, but we can also work with a
segment of clever consumers on communication basis. Through the project, we would like
to increase awareness of taste and quality of agricultural and food products from the Union
as well as their tradition, diversity and safety – which is currently relatively low – within
these two segments of at least +45 %.
SWOT analysis
Strengths Weaknesses
Present share of European agriculture European agriculture and its products are not
production both in the Czech Republic sufficiently distinguished from non-EU
and Slovakia products and not perceived as required
(quality and
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taste, diversity and traditions, safety and
sustainability)
Diversity, quality, safety and
sustainability of agriculture
production in the Union
Modern, effective and nature- friendly
methods of European agriculture
production (incl. animal welfare)
Opportunities Threats
Encourage consumers to prefer (buy & Competition of agricultural products from
consume) agricultural products from the other continents (especially Asia, North &
Union for their quality, taste, diversity and South America and Middle East)
traditions
Promote the perception of European Potential future economic and financial crisis
agriculture as a modern part of the European (with related effects as lower consumer
Union's economy spendings)
RESUME (2.)
Within the project, we will communicate quality and taste of
agricultural and food products from the Union as well as their
traditions and diversity and safety and sustainability of their
production and thus will support increase of consumer
preferences and purchases of European agricultural products
(notably pork & beef meat, milk & dairy products, oils and wine)
in the Czech republic and Slovakia. Despite current high market
share of
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agricultural and food products from the EU there is further
potential on its increase (in total value of more than 900 million €
in three-year horizon).
Data Sources for 2:
Statistics of agricultural production and agricultural trade 2015-2017 (Ministry of Agriculture
of the Czech Republic, Ministry of Agriculture of the Slovak Republic, Czech Statistical Office,
Statistical Office of the Slovak Republic)
Publications EU – Agriculture / The partnership between Europe and farmers 2013-2016
(Publications Office of the EU)
Nationwide representative study – Czech and Slovak population, representative samples
2012 and 2015 (Respond & Co.)
3. Objectives of the action
According to data from previous section we define the relevant project objectives
in both economic and information returns.
Economical return
Increase of the market value of agricultural products from the Union in the Czech Republic
and Slovakia by +5 % (of which organic growth of +1,5 % and project-induced increase of
+3,5 %, i.e. in monetary terms – organic growth of 271,4 million € and the project-induced
increase of 633,2 million €).
Year: Market value (million €) - estimated
2017 (organic) (with the project)
2018 18.091,9 -
2019 (Y1)
2020 (Y2) 18.159,7 -
2021 (Y3)
18.227,5 18,438,7
18.295,4 18.708,3
18.363,3 18.996,5
Fulfilling of the economical goals will be evaluated at the end of each period of the project
(year 1-3), according to available official statistical data on the performance of the agricultural
market and the share of home produced plus imported products from other EU countries in
this market in the target
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countries, published by the Czech Statistical Office and Statistical Office of the Slovak
Republic.
Informative return
Increase of awareness of taste & quality, diversity & traditions as well as safety and
sustainability of the agricultural production in the Union in target groups of the Purposeful &
the Clever (64,5 % of total population, i.e. 10,25 million inhabitants of the Czech and Slovak
republics) by +45 %.
The results will be evaluated by the comparison of three new representative surveys (Czech
and Slovak population – the Purposeful & Clever, representative samples 800+ respondents,
2015 vs. end of year 2019 / 2020 / 2021, Respond & Co.) that will ask for:
- awareness of the agricultural production in the EU (its diversity / quality / safety /
sustainability)
- awareness of nature-friendly production methods (incl. animal welfare) in European
agricultural production
- preference to purchase & consume quality products of European agriculture in comparison
to products from other (non-EU) states and regions
- willingness to pay some extra for “EU agriculture quality”
Year: Awareness increase approval (million
people from TGs)
2015
2021 passed failed
1,33 8,92
1,93 8,32
RESUME (3.)
Within the project, we will achieve both economic (with estimated
increase of the market value of agricultural products from the EU
member states to 18,99 billion € in 2021) as well as information
return (increase of awareness of diversity, quality, safety and
sustainability of the agricultural production in the Union together
with nature-friendly production methods by +45 %).
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4. Project strategy
We intend to achieve the set objectives by careful preparation and
professional implementation of the communication strategy.
WHY? (Goals/Objectives)
As stated in paragraph three, the project aims to achieve both economic and information
objectives:
Economic goal - to support the growth of the market value of agricultural products from the
EU member states in the Czech republic and Slovakia - an increase of +5 % compared to
“organic” +1,5 % in a three-year horizon (from 2019 to 2021).
Information goal - to support an increase of the low awareness of the quality, diversity, safety
and sustainability of the EU agricultural production together with its modern and nature-friendly
production methods (incl. animal welfare) -
+45 % by 2021.
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WHO? (Target groups)
Within the project we will work with the two main target groups:
the Purposeful - 62% female vs. 38% male, pronounced age segment (not entirely
dependent on age), the highest proportion of people with higher (university)
education
the Clever – 57% female vs. 43% male, the youngest segment incl. students
(pronounced with age and credit rating), a relatively high proportion of people with
or aspiring for higher education
Partition of TGs by gender: Male
Female 37,9%
the 42,7%
Purposeful 62,1%
the Clever 57,3%
Male
Female
0,0 10,0% 20,0% 30,0% 40,0% 50,0% 60,0% 70,0%
%
Breakdown of TGs by age:
up to 18 18-29 30-49 50-59 60+
the
Purposeful 8,8% 11,3% 43,8% 18,3% 17,8%
17,2% 40,6% 14,6% 12,4%
the Clever 15,2%
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60+
50-59
30-49
18-29
up to 18
0,0% 5,0% 10,0% 15,0% 20,0% 25,0% 30,0% 35,0% 40,0% 45,0%
Partition of TGs by education:
Primary Secondary Upper University
the secondary
Purposeful 5,5% 35,2% 19,6%
35,5% 39,7% 15,4%
the Clever 9,5% 39,6%
University
Upper secondary
Secondary
Primary
0,0% 5,0% 10,0% 15,0% 20,0% 25,0% 30,0% 35,0% 40,0%
WHAT? (Messages)
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Messages to target groups of the project will be slightly different (respecting their different
characteristics):
Overall headline / key-message:
BORN IN THE EU.
European agriculture is a modern (up-to-date) sector of the Union economy with traditional,
diverse, safe and sustainable production of top-quality and tasty agricultural and food
products for all (smart) consumers. Find out more about this products and how they are born
in the EU.
(ENJOY IT´S FROM EUROPE)
Modification of key-message in communication towards the Purposeful:
BORN IN THE EU.
European agriculture offers a diverse range of quality and safe products from which you always
choose the best for you and your family. Choose the products born in the EU.
(ENJOY IT´S FROM EUROPE)
Modification of key-message in communication towards the Clever:
BORN IN THE EU.
European agriculture is a modern and promising sector, producing a wide range of quality
products through its up-to-date methods and procedures. Get more information so you can
decide whether to become a part of its “the born in the EU” story.
(ENJOY IT´S FROM EUROPE)
HOW? (Tactics/Actions)
Tactics for the target groups will be divided according to the type of media prevailing in
communication:
Media type: “Overall” towards the towards the Clever
Purposeful
“TRADITIONA
L MEDIA”
ATL
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- TV advert. ● ●
- Print advert. ● ●
- PR (press office) ● ● ●
BTL
- Contact events ● ● ●
- Edu-trips & ● ●
seminars
“NEW MEDIA”
DIGI
- Online advert. ● ● ●
- Web & social ● ● ●
- Webinars ● ●
The media will also differ slightly in the two target EU member states of the project, but at
the same time, we will use the linguistic kinship of communication and media overlap from
Czech republic to Slovakia and back (from one state to another):
Media type: Czech republic Slovakia
“TRADITIONAL MEDIA”
ATL ● ●
- TV advert. ● ●
- Print advert. ● ●
- PR (press office)
● ●
BTL ●
- Contact events ●
- Edu-trips & seminars ● ●
“NEW MEDIA” ●
DIGI ●
- Online advert.
- Web & social
- Webinars
In the context of the planned project objectives its activities are divided into more economic
(call-to-action) vs. more informational (building awareness):
Media type: “economic goals” (call- “Informational goals”
“TRADITIONAL MEDIA” to- action) (building
awareness)
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ATL
- TV advert. ● ●
- Print advert. ● ●
- PR (press office) ● ●
BTL
- Contact events ● ●
- Edu-trips & seminars ●
“NEW MEDIA”
DIGI
- Online advert. ● ●
- Web & social ●
- Webinars ●
All activities will appropriately complement the existing activities of the Agrarian Chamber
of the Czech republic aimed at supporting the agricultural sector in general and also the
Common Agricultural Policy and its current challenges (“European Agriculture 2020:
facing the new challenges”).
Key visual *
* Note: The graphics elements below and following key visuals are exemplary for the major
EU agricultural production areas. Applications for individual agricultural and food products
(meat, milk and dairy products, fruits, oils and wine) will be based on them.
Main communication visual develops fundamental idea of the project and its messages and
will be further adapted to individual communication channels and tools.
It communicates diversity, quality and safety of the European agricultural products through
stylized EU flag in blue & yellow colours – in the form of a table, tablecloth and plates on
which concrete agricultural products are used / displayed as needed …
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This visual element is complemented by stylized logo of the project (logo is shown for
example in various colour combinations) …
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Final key-visual sets all of this in the context of agricultural land in the lush green with animals
(symbolic of quality, safety a sustainability of both crop and livestock agricultural production
in the Union). The project website (www.bornin.eu) and logo “Enjoy it´s from Europe” are
also implemented …
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project website
key message / headline
stylized graphical symbol
„Enjoy“ logo & co-financing
Specific products used in the visual communication
Within the visual communication of the project we will use selected agricultural products of
the Union – both crop and livestock production, i.e.:
Meat – fresh, chilled or frouzen (pork, beef, poultry and fish)
Milk and dairy products – fresh and dried
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Fruits
Oils
Wine
RESUME (4.)
Within a clearly defined strategy of the project (with objectives and
targets) we will communite tradition, diversity, quality and safety
of agricultural products from the Union with the main motto „Born
in the EU“ through tactically selected media mix with strong visual,
information and call-to-action aspects.
5. EU dimension of the project
The project is based on the promotion of modern European agriculture, its methods
and products in two countries that are members of the European Union since 2004.
Although the level of agricultural trade with other EU Member States is high, there is
potential for further increase of its market share with benefits both for local agri-
producers as well as importers of agricultural products from other EU member
countries.
The project will emphasize the specific methods of agricultural production in the whole
Union:
Safety and traceability of origin
Uniqueness and variability of products
Animal welfare
Environmentally friendly production
Sustainability and rational management
Care for the landscape and its features
Protection and utilization of water resources
Call to tackle climate change
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Up-to-date life in the country
It will also present unique features of EU agricultural products to support their choice by the
consumers:
Quality, taste & safety (with the aim is to emphasize the quality of agricultural
and food products "from field to fork", using both primary agricultural experts
and the quality of agricultural products as well as specialists with knowledge of
the technology of food processing and analytical chemists and nutrition experts
focusing on European food quality and safety)
Tradition and diversity
Sustainability
Project will communicate types of European agricultural production and the challenges of
the CAP ("European Agriculture 2020”), i.e.:
Conventional vs. sustainable vs. organic farming within the EU incl. new types
(integrated, precise etc.)
Characteristics of European agricultural production - productivity and innovation,
tradition, diversity and quality of both crop and livestock products (mainly meat,
milk and dairy products, fruits, oils and wine, emphasizing their added value)
The future of EU agriculture in the context of the growth in world population, climate
change and sustainable management of natural resources, landscape management
across the EU and maintaining viable rural economy
Increase awareness of European agriculture as an attractive "profession" for young
generation
RESUME (5.)
The project is clearly focused on the promotion of quality
agricultural production from the Union, helping to strengthen the
market position of both local producers as well as producers from
other EU member states. The benefits for all EU agricultural
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producers prove the legitimacy of co-financing of the project by
the EU.
6. Description of activities and budget split
Within the project, we will implement a total of nine highly efficient activities to which
the corresponding cost-effective budgets are associated.
I. TV ADVERTISING / SPONSORING
Specific objectives:
5 sponsoring of nationwide TV programs (with thematic focus on cooking & lifestyle), 3 in
Czech Republic + 2 in Slovakia, 55+30 TRPs (“the Purpuseful”) cumulated - the relevant TV
channels are TV Nova (with approx. 29 % of market share), Czech Television (28 %) and FTV
Prima (21 %) in the Czech Republic and TV Markíza (30 %), TV Joj (22 %) and Slovak
Television (12 %) in Slovakia.
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Description of activity:
Activity consists of:
Production of 10” sponsorship spot – 2 variants
Media costs of 5 sponsorships
Key message:
European agriculture is a modern (up-to-date) sector of the Union economy with traditional,
diverse, safe and sustainable production of top-quality and tasty agricultural and food
products for all (smart) consumers. Find out more about this products and how they are born
in the EU at www.bornin.eu. Enjoy it´s from Europe.
(Link directs consumers to the project web that will provide complete information about the
specifics and quality of European agricultural production and its individual products &
categories.)
Deliverables:
YEAR 1
2 sponsorship spots (10”) production – CZ + SK
1 sponsoring on-air – nationwide Czech TV, during Q3, goal 15 TRPs / 20 GRPs
YEAR 2
1 sponsoring on-air – nationwide Czech TV, during Q2, goal 20 TRPs / 25 GRPs
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1 sponsoring on-air – nationwide Slovak TV, during Q3, goal 15 TRPs / 20 GRPs
YEAR 3
1 sponsoring on-air – nationwide Czech TV, during Q3, goal 20 TRPs / 25 GRPs
1 sponsoring on-air – nationwide Slovak TV, during Q3, goal 15 TRPs / 20 GRPs
Budget analysis:
Budget-split for the activity:
Production of 10” sponsorship spot (2 variants) = 11.000 €
Media costs of 1. TV sponsorship in CZ Y1 = 27.000 €
Media costs of 2. TV sponsorship in CZ Y2 = 33.000 €
Media costs of 3. TV sponsorship in CZ Y3 = 33.000 €
Media costs of 1. TV sponsorship in SK Y2 = 22.000 €
Media costs of 2. TV sponsorship in SK Y2 = 22.000 € Total
budget for the activity (Y1-Y3):
Total = 148.000 €, of which:
- 104.000 € Czech Republic
- 44.000 € Slovak Republic
Implementation:
Implementing body 1
Graphic illustration:
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II. PRINT ADVERTISING
Specific objectives:
7 print advertising campaigns in nationwide titles (with thematic focus on cooking & lifestyle
and affinity to our target group /TAI/ > 1,2), 5 in Czech Republic + 2 in Slovakia, 55+20
TRPs (“the Purpuseful”) cumulated – relevant media houses are Bauer Media, Borgis, Burda
Praha, Czech News Center, Mafra, Mlada fronta and Vltava Labe Media with titles with a
total readership of 5,7 million in Czech republic and Slovakia.
Description of activity:
Activity consists of:
DTP – production of print ads. (all requested variants – 1/1 and/or 1/2
and/or 1/3 and/or 1/4)
Media costs of 7 print ads. campaigns
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Key message:
European agriculture is a modern (up-to-date) sector of the Union economy with traditional,
diverse, safe and sustainable production of top-quality and tasty agricultural and food
products for all (smart) consumers. Find out more about this products and how they are born
in the EU at www.bornin.eu. Enjoy it´s from Europe.
(Link directs consumers to the project web that will provide complete information about the
specifics and quality of European agricultural production and its individual products &
categories.)
Deliverables:
YEAR 1
DTP
2 print ads. campaigns – Czech lifestyle/cooking print media, during Q2 and Q3,
goal 20 TRPs / 25 GRPs
1 print ads. campaign – Slovak lifestyle/cooking print media, during Q3, goal 10
TRPs / 15 GRPs
YEAR 2
1 print ads. campaign – Czech lifestyle/cooking print media, during Q2, goal 15
TRPs / 25 GRPs
1 print ads. campaign – Slovak lifestyle/cooking print media, during Q3, goal 10
TRPs / 15 GRPs
YEAR 3
2 print ads. campaigns – Czech lifestyle/cooking print media, during Q2 and Q3,
goal 20 TRPs / 25 GRPs
Budget analysis:
Budget-split for the activity:
DTP = 4.000 €
Media costs of 1. print ads. campaign in CZ Y1 = 16.000 €
Media costs of 2. print ads. campaign in CZ Y1 = 15.000 €
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Media costs of 3. print ads. campaign in CZ Y2 = 25.000 €
Media costs of 4. print ads. campaign in CZ Y3 = 15.000 €
Media costs of 5. print ads. campaign in CZ Y3 = 16.000 €
Media costs of 1. print ads. campaign in SK Y1 = 14.000 €
Media costs of 2. print ads. campaign in SK Y2 = 14.000 € Total
budget for the activity (Y1-Y3):
Total = 119.000 €, of which:
- 91.000 € Czech Republic
- 28.000 € Slovak Republic
Implementation:
Implementing body 1
Graphic illustration:
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III. PR ACTIVITES (PRESS-OFFICE)
Specific objectives:
Continuous work with all relevant print & online Czech and Slovak media and influencers (with
focus on lifestyle and high affinity both to target group of “the Purposeful” as well as “the
Clever”) with min. 15 media outputs per month in average (i.e. > 540 PR outputs within the
project with media value of more than
€ 400.000), 22 press-events and up to 20 special media-projects (advertorials)
Description of activity:
Activity consists of:
Media-relations with relevant journalists and bloggers (media-lists and their updates,
media contacts through phone calls, e-mails and personal meetings, getting feedback
and requests from the media/journalists and so on)
Drafting and launching press releases and factsheets
Organisation of interviews with project ambassadors
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Drafting and costs of advertorials
Production of press-events in Prague & Bratislava - in these two cities the editorial
offices of almost 95% of the relevant media are based (preparation of press materials
and media kits, production of event incl. technics and light snacks, follow-up after each
event)
Collection and analysis of media clippings (media monitoring) on monthly basis
Key messages:
(1) European agriculture is a modern (up-to-date) sector of the Union economy with
traditional, diverse, safe and sustainable production of top-quality and tasty agricultural and
food products for all (smart) consumers. Find out more about this products and how they are
born in the EU at www.bornin.eu. Enjoy it´s from Europe.
(2) European agriculture offers a diverse range of quality and safe products from which
you always choose the best for you and your family. Choose the products born in the EU.
www.bornin.eu. Enjoy it´s from Europe.
(3) European agriculture is a modern and promising sector, producing a wide range of quality
products through its up-to-date methods and procedures. Get more information so you can
decide whether to become a part of its “the born in the EU” story. www.bornin.eu. Enjoy it´s
from Europe.
(Link directs consumers to the project web that will provide complete information about the
specifics and quality of European agricultural production and its individual products &
categories.)
PR platform allows to communicate to target group „complete message“ and all necessary
(and detailed) topics related to aspects and characteristics of European agriculture and its
individual products / categories.
Deliverables:
YEAR 1
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Continuous media-relations with 35 CZ + SK media and influencers or more
associated with provision of at least 180 non-paid (PR) media outputs with media
value of 110.000+ €
Min. 6 different media-topics / press-releases
6 (4+2) media-projects based on advertorials in relevant nationwide Czech and Slovak
media (CZ in Q1, Q2, Q3 and Q4, SK in Q2 and Q3) with 10 TRPs / 15 GRPs
4 press-events in Czech rep. (all in Prague, in Q1, Q2, Q3 and Q4) and 3 press-events
in Slovakia (all in Bratislava, in Q2, Q3 and Q4) with participation of at least 20
(CZ) / 13 (SK) journalists at each event and publication of 15+ non-paid PR articles
YEAR 2
Continuous media-relations with 45 CZ + SK media and influencers or more
associated with provision of at least 180 non-paid (PR) media outputs with media
value of 130.000+ €
Min. 6 different media-topics / press-releases
5 (4+1) media-projects based on advertorials in relevant nationwide Czech and Slovak
media (CZ in Q1, Q2, Q3 and Q4, SK in Q2) with 8 TRPs / 12 GRPs
4 press-events in Czech rep. (all in Prague, in Q1, Q2, Q3 and Q4) and 2 press-events
in Slovakia (all in Bratislava, in Q1 and Q3) with participation of at least 20 (CZ) /
13 (SK) journalists at each event and publication of 15+ non-paid PR articles
YEAR 3
Continuous media-relations with 50 CZ + SK media and influencers or more
associated with provision of at least 180 non-paid (PR) media outputs with media
value of 160.000+ €
Min. 6 different media-topics / press-releases
6 (4+2) media-projects based on advertorials in relevant nationwide Czech and Slovak
media (CZ in Q1, Q2, Q3 and Q4, SK in Q3 and Q4) with 13 TRPs / 18 GRPs
4 press-events in Czech rep. (all in Prague, in Q1, Q2, Q3 and Q4) and 2 press-events
in Slovakia (all in Bratislava, in Q1 and Q3) with
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participation of at least 20 (CZ) / 13 (SK) journalists at each event and publication
of 15+ non-paid PR articles
Budget analysis:
Budget-split for the activity:
Continuous press-office (media-relations) incl. press-releases, interviews, work with
media & bloggers, drafting of advertorials and media monitoring Y1 = 26.500 € (132,5
days x 200 € / person-day)
Continuous press-office (media-relations) incl. press-releases, interviews, work with
media & bloggers, drafting of advertorials and media monitoring Y2 = 28.000 € (140,0
days x 200 € / person-day)
Continuous press-office (media-relations) incl. press-releases, interviews, work with
media & bloggers, drafting of advertorials and media monitoring Y3 = 29.000 € (145,0
days x 200 € / person-day)
Costs of 6 media-project (advertorials) Y1 = 17.500 € (7x 2.500)
Costs of 5 media-project (advertorials) Y2 = 12.500 € (5x 2.500)
Costs of 6 media-project (advertorials) Y3 = 20.000 € (8x 2.500)
Costs of 7 press-events Y1 = 14.000 € (7x 2.000)
Costs of 6 press-events Y2 = 12.000 € (6x 2.000)
Costs of 6 press-events Y3 = 12.000 € (6x 2.000) Total
budget for the activity (Y1-Y3):
Total = 171.500 €, of which:
- 116.500 € Czech Republic
- 55.000 € Slovak Republic
Implementation:
Implementing body 1
Graphic illustration:
93
IV. CONTACT EVENTS
Specific objectives:
Presentation of the project on the most important agricultural exhibition / fair “Zeme
Zivitelka” in Ceske Budejovice (one time per year, i.e. 3x during the project) and a total of 12
contact events at secondary schools with the participation of 450+ students.
Description of activity:
Activity consists of:
Presentation on “Zeme zivitelka” exhibition / fair both for agri- professionals and
public 1 time per year (one of the largest and most visited fairs within the Czech
republic with a history since 1973 and with a regular number of visitors reaching or
exceeding one hundred thousand) - renting of exhibition space and exhibition facilities
incl. branding, personnel (salaries, accommodation, transport), tastings, competition
for visitors
4 contact events per year at selected secondary schools – promotional stand,
personnel (salaries, accommodation, transport), tastings - in the
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most significant towns of the Czech Republic with a population of over 50
thousand inhabitants
Key-messages:
(1) European agriculture is a modern (up-to-date) sector of the Union economy with
traditional, diverse, safe and sustainable production of top-quality and tasty agricultural and
food products for all (smart) consumers. Find out more about this products and how they are
born in the EU at www.bornin.eu. Enjoy it´s from Europe.
(2) European agriculture offers a diverse range of quality and safe products from which
you always choose the best for you and your family. Choose the products born in the EU.
www.bornin.eu. Enjoy it´s from Europe.
(3) European agriculture is a modern and promising sector, producing a wide range of quality
products through its up-to-date methods and procedures. Get more information so you can
decide whether to become a part of its “the born in the EU” story. www.bornin.eu. Enjoy it´s
from Europe.
(Link directs consumers to the project web that will provide complete information about the
specifics and quality of European agricultural production and its individual products &
categories.)
Contact events allow to communicate to target group „extended message“ with the most
important topics related to aspects and characteristics of European agriculture and its
individual products / categories.
Deliverables:
YEAR 1
Presentation on “Zeme zivitelka” exhibition in August / Q3 in Ceske Budejovice
(providing information, tastings, competition, distribution of merchandise) with at
least 15.000 contacted, respectively interviewed persons
Series of 4 contact events in CZ (2x Prague, 2x Brno) at secondary schools with the
participation of 150+ students
YEAR 2
95
Presentation on “Zeme zivitelka” exhibition in August / Q3 in Ceske Budejovice
(providing information, tastings, competition, distribution of merchandise) with at
least 15.000 contacted, respectively interviewed persons
Series of 4 contact events in CZ (1x Ostrava, 1x Olomouc, 1x Hradec Kralove, 1x
Liberec) at secondary schools with the participation of 150+ students
YEAR 3
Presentation on “Zeme zivitelka” exhibition in August / Q3 in Ceske Budejovice
(providing information, tastings, competition, distribution of merchandise) with at
least 15.000 contacted, respectively interviewed persons
Series of 4 contact events in CZ (1x Ceske Budejovice, 1x Plzen, 1x Karlovy
Vary, 1x Usti nad Labem) at secondary schools with the participation of 150+
students
Budget analysis:
Budget-split for the activity:
Presentation on “Zeme zivitelka” exhibition (costs of exhibition space
and facilities rental, personnel costs, costs of tastings) Y1 = 21.000 €
Presentation on “Zeme zivitelka” exhibition (costs of exhibition space and facilities
rental, personnel costs, costs of tastings) Y2 = 21.000 €
Presentation on “Zeme zivitelka” exhibition (costs of exhibition space
and facilities rental, personnel costs, costs of tastings) Y3 = 21.000 €
Series of 4 contact events at secondary schools (costs of promotional stand,
transport, personnel costs, costs of tastings) Y1 = 14.000 € (2x 3.000 + 2x 4.000)
Series of 4 contact events at secondary schools (costs of promotional stand,
transport, personnel costs, costs of tastings) Y2 = 16.000 € (4x 4.000)
Series of 4 contact events at secondary schools (costs of promotional stand,
transport, personnel costs, costs of tastings) Y3 = 16.000 € (4x 4.000)
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Total budget for the activity (Y1-Y3):
Total = 109.000 €, of which:
- 109.000 € Czech Republic
- 0 € Slovak Republic
Implementation:
Implementing body 1
Graphic illustration:
V. EDUCATIONAL TRIPS & SEMINARS
Specific objectives:
Educational (or study) trips for secondary school students (with an agricultural focus) to
selected agricultural producers in the Union, specializing in the production of poultry, pork
and beef and / or fish, milk and dairy products, fruits, oils and wine of the highest EU quality
EU – in the Czech republic, Slovakia, Austria, Poland, Hungary or Germany – in the number
of 3 from the Czech Republic and one from Slovakia (with the total attendance of min. 100
students) and informational seminars again for students of these schools – 4 in the Czech
Republic and 1 in Slovakia (with the attendance of 250+ students)
97
Description of activity:
Activity consists of:
Four (3+1) educational / study trips to selected agri-producers in the Union for
secondary school students (complete trip incl. co-operation with agrarian experts,
respectively producers)
Five (4+1) educational / informational seminars at selected secondary schools
(again incl. co-operation with agrarian experts)
Key-message:
European agriculture is a modern and promising sector, producing a wide range of quality
products through its up-to-date methods and procedures. Get more information so you can
decide whether to become a part of its “the born in the EU” story. www.bornin.eu. Enjoy it´s
from Europe.
(Link directs consumers to the project web that will provide complete information about the
specifics and quality of European agricultural production and its individual products &
categories.)
Educational trips and seminars allow to communicate to target group
„extended message“ with the most important topics related to aspects and
characteristics of European agriculture and its individual products / categories.
Deliverables:
YEAR 1
1 educational / study trip for at least 25 students in CZ
1 educational / informational seminar for at least 50 students in CZ YEAR 2
1 educational / study trip for at least 25 students in CZ
2 educational / informational seminar for at least 100 students in CZ+SK (1+1)
YEAR 3
2 educational / study trips for at least 25+25 students in CZ+SK (1+1)
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2 educational / informational seminar for at least 100 students both in CZ
Budget analysis:
Budget-split for the activity:
Educational trip (cost of travel, accommodation and cooperating specialists /
producers) Y1 = 26.500 €
Educational trip (cost of travel, accommodation and cooperating specialists /
producers) Y2 = 31.500 €
2 educational trips (cost of travel, accommodation and cooperating specialists /
producers) Y3 = 53.000 €
Educational seminar (cost of organisation, travel and co-operation with
agrarian expert) Y1 = 5.000 €
2 educational seminars (cost of organisation, travel and co-operation
with agrarian expert) Y2 = 10.000 €
2 educational seminars (cost of organisation, travel and co-operation with agrarian
expert) Y2 = 10.000 €
Total budget for the activity (Y1-Y3):
Total = 136.000 €, of which:
- 104.500 € Czech Republic
- 31.500 € Slovak Republic
Implementation:
Implementing body 1
Graphic illustration:
99
VI. ONLINE ADVERTISING
Specific objectives:
6 online advertising campaigns on relevant webs with high traffic (thematic focus on
women, lifestyle & cooking) - 4 in Czech Republic and 2 in Slovakia
100
with reach at least 2,5 mio. RU from our target groups (cumulated) – relevant web platforms
groups are seznam.cz & zoznam.sk, novinky.cz, idnes.cz, blesk.cz, aktualne.cz, sme.sk and
other lifestyle media.
Description of activity:
Activity consists of:
DTP – production of online ads. (all requested variants – square, rectangle, wide
rectangle, full-page advertisement, large mobile banner etc.)
Media costs of 6 online ads. campaigns
Key message(s):
European agriculture is a modern (up-to-date) sector of the Union economy with traditional,
diverse, safe and sustainable production of top-quality and tasty agricultural and food
products for all (smart) consumers. Find out more about this products and how they are born
in the EU at www.bornin.eu. Enjoy it´s from Europe.
(Link directs consumers to the project web that will provide complete information about the
specifics and quality of European agricultural production and its individual products &
categories.)
Deliverables:
YEAR 1
DTP
1 online ads. campaign CZ with reach > 500.000 RU YEAR
2
1 online ads. campaign CZ with reach > 500.000 RU
1 online ads. campaign SK with reach > 350.000 RU YEAR
3
2 online ads. campaigns CZ with reach > 800.000 RU
1 online ads. campaign SK with reach > 350.000 RU
101
Budget analysis:
Budget-split for the activity:
DTP = 4.000 €
Media costs of 1. online ads. campaign in CZ Y1 = 3.500 €
Media costs of 2. online ads. campaign in CZ Y2 = 4.500 €
Media costs of 3. online ads. campaign in CZ Y3 = 3.000 €
Media costs of 4. online ads. campaign in CZ Y3 = 3.000 €
Media costs of 1. online ads. campaign in SK Y2 = 2.500 €
Media costs of 1. online ads. campaign in SK Y3 = 2.500 €
Total budget for the activity (Y1-Y3):
Total = 23.000 €, of which:
- 18.000 € Czech Republic
- 5.000 € Slovak Republic
Implementation:
Implementing body 1
Graphic illustration:
VII. WEB & SOCIAL
102
Specific objectives:
Production of up-to-date websites in CZ and SK language versions (for both classical and
mobile browsers) with interactive content and its regular updates, reaching at least 0,8 mio.
visits from both target groups within the project plus project presentation on selected social
networks (Facebook & Instagram) also with regular updates
Description of activity:
Activity consists of:
Complete production of project websites (graphics, programming, debugging)
and their regular updates on a weekly basis – CZ www.zrozenoV.eu, SK
www.zrodeneV.eu (= translation of www.bornin.eu)
Creation of project profiles on two social networks – Facebook and Instagram, their
regular updates on a daily / weekly basis (depending on situation) and interactive
communication with target groups (esp. younger categories and students)
Key-messages:
(1) European agriculture is a modern (up-to-date) sector of the Union economy with
traditional, diverse, safe and sustainable production of top-quality and tasty agricultural and
food products for all (smart) consumers. Find out more
103
about this products and how they are born in the EU at www.bornin.eu. Enjoy
it´s from Europe.
(2) European agriculture offers a diverse range of quality and safe products from which
you always choose the best for you and your family. Choose the products born in the EU.
www.bornin.eu. Enjoy it´s from Europe.
(3) European agriculture is a modern and promising sector, producing a wide range of quality
products through its up-to-date methods and procedures. Get more information so you can
decide whether to become a part of its “the born in the EU” story. www.bornin.eu. Enjoy it´s
from Europe.
(Link directs consumers to the project web that will provide complete information about the
specifics and quality of European agricultural production and its individual products &
categories.)
Web and social platforms allow to communicate to target „complete message“ and all
necessary (and detailed) topics related to aspects and characteristics of European agriculture
and its individual products / categories.
Deliverables:
YEAR 1
Production of project websites with at least 60 regular content updates - achieving min.
200,000 web visitors
Creation of project profiles (Facebook & Instagram) with at least 60 content
updates
YEAR 2
Technical update of project websites with at least 60 regular content updates -
achieving min. 300,000 web visitors
At least 60 updates of project profiles on social networks (Facebook & Instagram)
YEAR 3
Technical update of project websites with at least 60 regular content updates -
achieving min. 300,000 web visitors
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At least 60 updates of project profiles on both social networks (Facebook &
Instagram)
Budget analysis:
Budget-split for the activity:
Production of websites Y1 = 7.500 €
Website content updates and hosting Y1 = 5.000 €
Project profiles on social networks and their updates Y1 = 2.500 €
Technical update of project website and its content regular updates plus
hosting Y2 = 3.500 €
Updates of profiles on social networks Y2 = 2.500 €
Technical update of project website and its content regular updates plus
hosting Y3 = 3.500 €
Updates of profiles on social networks Y3 = 2.500 €
Total budget for the activity (Y1-Y3):
Total = 27.000 €, of which:
- 17.250 € Czech Republic
- 9.750 € Slovak Republic
Implementation: Implementing
body 1
Graphic illustration:
105
VIII. WEBINARS
Specific objectives:
Production of five online webinars in Czech Republic focusing on selected agricultural
topics during the project with a cumulative online attendance of min. 1.000 people
Description of activity:
Activity consists of:
Production of webinars (using online platform DimDim, GoToWebinar, Webex or
similar) with length of 60-75 minutes
Supplementing of webinar by online survey and shared whiteboards to further
increase interactivity and deepening experience
Recording of throughout webinar and sharing of this video on the selected site
(YouTube or Google Video)
106
Key-messages:
(1) European agriculture is a modern (up-to-date) sector of the Union economy with
traditional, diverse, safe and sustainable production of top-quality and tasty agricultural and
food products for all (smart) consumers. Find out more about this products and how they are
born in the EU at www.bornin.eu. Enjoy it´s from Europe.
(2) European agriculture is a modern and promising sector, producing a wide range of quality
products through its up-to-date methods and procedures. Get more information so you can
decide whether to become a part of its “the born in the EU” story. www.bornin.eu. Enjoy it´s
from Europe.
(Link directs consumers to the project web that will provide complete information about the
specifics and quality of European agricultural production and its individual products &
categories.)
Webinars allow to communicate to target „complete message“ and all necessary
(and detailed) topics related to aspects and characteristics of European agriculture
and its individual products / categories.
Deliverables:
YEAR 1
One interactive webinar with attendance of min. 150 people YEAR 2
Two interactive webinars with attendance of min. 200 people each YEAR 3
Two interactive webinars with attendance of min. 200-250 people each
Budget analysis:
Budget-split for the activity:
All-inclusive production of one webinar (with survey and recording) Y1 =
5.000 €
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All-inclusive production of two webinars (with surveys and recordings) Y2
= 10.000 €
All-inclusive production of two webinars (with surveys and recordings) Y2
= 10.000 €
Total budget for the activity (Y1-Y3):
Total = 25.000 €, of which:
- 25.000 € Czech Republic
- 0 € Slovak Republic
Implementation:
Implementing body 1
Graphic illustration:
IX. MERCHANDISE
Specific objectives:
Production of “eco-friendly” promotional merchandise with logo of the project for effective
use within other activities (especially activities III. PR / press-office,
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IV. contact events and V. trips and seminars) in a total quantity of 45.000 pieces.
Merchandise will be produced in Czech Republic and used in both countries.
Description of activity:
Activity consists of:
Small promotional items with practical character, e.g. cheese scraper, apple slicer, herb
scissor etc. (useful in everyday life, relevant to content of the project) count of 40.000
units
Greater promotional items with educational character, e.g. calendars and/or planners
with extended information about European agriculture (useful when learning, relevant
to content of the project) count of 4.000 pieces
Tailor-made promotional items for special occasions, e.g. premium cloth shopping
bags in project design promotion the Union and its agriculture and food products of
the highest quality (relevant to content of the project) count of 1.000 pieces
Deliverables:
YEAR 1
Production of small promotional items – 20.000 units
Production of greater promotional items – 2.000 units
Production of tailor-made promotional items – 500 units YEAR 2
Production of small promotional items – 10.000 units
Production of greater promotional items – 1.000 units
Production of tailor-made promotional items – 500 units YEAR 3
Production of small promotional items – 10.000 units
Production of greater promotional items – 1.000 units
Budget analysis:
109
Budget-split for the activity:
Small promo-items (production) Y1 = 20.000 €
Greater promo-items (production) Y1 = 4.000 €
Tailor-made promo-items (production) Y1 = 3.500 €
Small promo-items (production) Y2 = 10.000 €
Greater promo-items (production) Y2 = 2.000 €
Tailor-made promo-items (production) Y2 = 3.500 €
Small promo-items (production) Y3 = 10.000 €
Greater promo-items (production) Y3 = 2.000 € Total
budget for the activity (Y1-Y3):
Total = 55.000 €, of which:
- 55.000 € Czech Republic
- 0 € Slovak Republic
Implementation:
Implementing body 1
Graphic illustration:
(example of cloth shopping bag – front side in the Union design, back side with project logo & graphics)
110
Overall timing of activities:
Period: Activity:
YEAR QUARTER I. TV II. PRINT III. PR IV. V. TRIPS VI. VII. VIII. IX.
CONTACT & ONLINE WEB/SOC WEBINAR MERCHA
EVENTS SEMINAR IAL S NDISE
S
Y1 Q1 CZ CZ CZ
Q2
Q3 SK SK
Q4
CZ CZ CZ CZ CZ CZ
Y2 Q1
Q2 SK SK
Q3
Q4 CZ CZ CZ CZ CZ CZ
Y3 Q1 SK SK SK SK
Q2
Q3 CZ CZ CZ
Q4
SK SK
CZ CZ CZ
SK SK
CZ CZ CZ CZ CZ CZ CZ
SK SK SK
CZ CZ CZ CZ CZ
SK SK SK SK SK
CZ CZ CZ
SK SK
CZ CZ CZ CZ
SK SK
CZ CZ CZ CZ CZ CZ CZ
SK SK SK SK
CZ CZ CZ CZ CZ CZ
SK SK SK
CZ CZ CZ
SK SK
Extent of communication by media type:
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Media: Communication Extent of communication:
TV faodrvmeratt:
sponsorship simple / basic message
Print advert simple / basic message
PR PR article simple / basic message; extended message
Contact events exhibition complete message
school event extended message
Edu-trips & seminars edu-trip extended message; complete message
edu-seminar extended message
Online advert extended message; complete message
Web & social web simple / basic message
social complete message
Webinars webinar extended message
Merchandise merchandise extended message; complete message
-
Summary of budget for activities according to the target country:
Czech Republic 640.250 €
Slovak Republic 173.250 €
RESUME (6.)
We will implement nine different types of marketing activities
during the project with the general budget of € 813.500, of which €
148.000 invested in television advertising, € 119.000 in print
advertising, € 171.500 into PR activities, € 109.000 in contact
events, € 136.000 in educational trips & seminars, € 23.000 in online
advertising, € 27.000 in web & social media, € 25.000 in webinars
and € 55.000 in promotional merchandise.
7. Measurement of results and impact indicators
The project will ensure continuous and consistent measurement of project results and
impacts both in the Czech Republic and Slovakia.
112
Increase in the value of the market with agricultural products from the Union in targeted
countries by +5 % in the three-year horizon, of which +3,5 % induced by the project (and
+1,5 % organic) is set as “economical return”:
Year: Market value (million €) - estimated
2017 (organic) (with the project)
2018 18.091,9 -
2019 (Y1)
2020 (Y2) 18.159,7 -
2021 (Y3)
18.227,5 18,438,7
18.295,4 18.708,3
18.363,3 18.996,5
Fulfilling of the economic goals will be evaluated at the end of each period of the project
(Y1-Y3), according to available official statistical data on the performance of the agricultural
market and the share of home produced plus imported products from other countries from
the Union.
Increase of awareness of quality and diversity of agricultural products from the Union and
specific European agriculture production methods in target groups of the Purposeful & the
Clever (64,5% of total population, i.e. 10,25 million inhabitants of the Czech and Slovak
republics) by +45 % is set as “informative return”:
Year: Awareness increase approval (million
people from TGs)
2015
2021 passed failed
1,33 8,92
1,93 8,32
The results will be evaluated by the comparison of three new representative surveys (Czech
and Slovak population – the Purposeful & Clever, representative samples 800+ respondents,
2015 vs. end of year 2019 / 2020 / 2021, Respond & Co.) that will ask for:
- awareness of the agricultural production in the EU (its diversity / quality / safety /
sustainability)
- awareness of nature-friendly production methods (incl. animal welfare) in
113
European agricultural production
- preference to purchase & consume quality products of European agriculture in comparison
to products from other (non-EU) states and regions
- willingness to pay some extra for “EU agriculture quality”
Evaluation of specific objectives for each group of proposed activities
I. TV ADVERTISING
Type of indicator Indicator Quantity
Output 180
Result Nr. of TV spots aired 90
Impact TRPs (cumulated)
(rate 3 % from TRPs)
Awareness changed (nr. of 300.000
people that changed
opinion)
II. PRINT ADVERTISING
Type of indicator Indicator Quantity
Output 75
Result Nr. of print adverts 75
Impact (rate 3 % from TRPs)
TRPs (cumulated) 250.000
Awareness changed (nr. of
people that changed
opinion)
III. PR ACTIVITIES (PRESS OFFICE)
Type of indicator Indicator Quantity
Output Nr. of media outputs 540
and advertorials
Result 16.900.000
Impact Number of views (rate 5% from views)
Awareness changed (nr. of 600.000
people that changed
opinion)
IV. AND V. CONTACT EVENTS & EDUCATIONAL TRIPS AND SEMINARS
Type of indicator Indicator Quantity
114
Output Nr. of “respondents” 78.000
Result
Impact Interactive contacts 39.000
Awareness changed (nr. of (rate 10 % from
people that changed contacts)
opinion) 3.900
VI. ONLINE ADVERTISING
Type of indicator Indicator Quantity
Output 25.000.000
Result Nr. of impressions 1.250.000
Impact (rate 1 % from
Views / clicks views/clicks)
Awareness changed (nr. of
people that changed 12.500
opinion)
VII. WEB & SOCIAL Indicator Quantity
800.000
Type of indicator Nr. of visitors 250.000
Output “Interactivity”
Result (rate 10% from
Impact Awareness changed (nr. of “interactivite”)
people that changed 25.000
opinion)
VIII. WEBINARS Indicator Quantity
1.000
Type of indicator Nr. of persons involved 900
Output (rate 20% from
Result “Interactivity” “interactivity”)
Impact Awareness changed (nr. of 180
people that changed
opinion)
IX. MERCHANDISE
(not measured, effect occurs under use within previous activities)
115
RESUME (7.)
During the project we will carefully monitor both indicators of
informative and economical returns of the project through
collection and evaluation of official statistical data (market share
of agricultural produce from the EU and from countries outside
the EU in the Czech Republic and Slovak Republic) and surveys
on the increase of awareness of the quality and diversity of
agricultural products from the Union with professional partner –
research company Respond & Co.
8. Project organisation and management structure
During the implementation of the project, its professional management and execution
will be ensured by a team of experienced staff.
Project management tools
Within the project there will be used both tools, defining the exact activities in subsequent
periods, as well as tools, summarizing the activities already carried incl. finances and their
efficiency.
For each quarter we will compile “Activity plan” incl. the expected budget. The plan will be
prepared in close cooperation of proposing organization with implementing and supervisory
bodies. This plan will be prepared and approved in advance at least one month before the
beginning of each quarter, and will include:
(a) list of all planned activities
(b) detailed description of each activity (e.g. for TV sponsoring campaign its dates, scope,
specific media used and expected effectiveness)
(c) cost estimate / budget broken down by planned activities
116
We will also prepare “Interim evaluation report” for each preceding quarter with detailed
summary of drawn funds in a similar structure to “Activity plan” to be able to take the
simplest comparison and evaluation.
After the end of each year of the project we will compile “Yearly evaluation report” and
annual financial statement, which will be submitted to the supervising body for approval.
Persons responsible for project management
The structure of management and implementation team of proposing organisation:
Project manager – Ing. Jiri Felcarek
The person responsible for project management, coordination of implementing body and
communication with the supervising organisation.
Practice and experience:
- agricultural engineer
- almost 20 years of experience in the field of agriculture and marketing
- employed by the Agricultural Chamber of the Czech Republic since 2007 (11 years)
- his job has been to coordinate projects aimed at promotion of milk and dairy products White
plus I. and White plus II., co-financed by the EU (a total of 7 years – from 2010 till 2017) and
to supervise general promotion and PR activities of the Chamber, other hedged actions are
collaborating on promotion projects “KLASA – National Quality” (14 years) and the “Regional
food” (9 years)
- he is a member of the Working Group on the issue of food quality scheme in the Czech
Republic at the Ministry of Agriculture
- he also ensures cooperation with foreign partners of the Chamber and participate at
meetings of COPA COGECA
Project implementer – Ing. Jan Dolezal
117
This person will be responsible for implementing of parts of the project that are in the
responsibility of the proposing organisation, i.e. in particular planning of activities, the visual
aspect of the project and the collection and evaluation of data.
Practice and experience:
- agricultural engineer
- 7 years of experience in the field of agriculture and communications
- employed by the Agricultural Chamber of the Czech Republic since 2014 (4 years) for the
commodity sector, legislation, studies and analyzes, internal and external communications,
rural development and landscape protection etc.
- his job is to cooperate on the external outputs, publications, yearbooks and preparing of
media assets
- he is member of the working group of the Ministry of Agriculture to prepare a national
framework of the Common Agricultural Policy, Czech agricultural policy and rural
development, member of the Commission for the Protection of Animals, a steady partner for
communication with the Czech Statistical Office, secretary of sectoral commodity councils for
cereals and oilseeds, milk, poppy, pork, beef and pork
- he is also an expert for negotiations with the authorities COPA COCEGA, Farm Europe, DG
Agri and others
Project accountant – Ing. Viera Klobouková
The person responsible for financial management and oversight of effective budget
absorption.
Practice and experience:
- agricultural engineer
- employee of the Agricultural Chamber of the Czech Republic for 22 years
- provides accounting, financial analysis, management control, projects
administration and secure seminars and meetings with partners
118
Activities carried out in connection with project implementation
Activity Frequency Inclusion of relevant organisation
proposing implementin supervising
body
organisatio g body
Implementation daily n● ●
and operational
communication
Operative weekly / ● ●
meetings with the biweekly
general
supervision of the
implementation of
the project
Coordination monthly ● ●
meetings with
detailed
monitoring of the
implementation of
the project incl.
disbursement of
funds
Quarterly quarterly ● ● ●
evaluation
meetings with the
preparation of the
interim evaluation
report
Yearly evaluation yearly ● ● ●
meetings with the
preparation of the
yearly evaluation
report
119
Guarantee for the implementation of the project on time, under budget and its
objectives
Guarantee for correct, on-time and cost-effective project implementation are both PO´s
experience with flawless implementation of previous promotional projects co-financed from
EU funds (promotional programs for milk "White plus I." and "White plus II.") as well as
experience and management skills of its employees responsible for this project.
Quality control mechanisms
Quality control is ensured by a clear system of planning and monitoring of implemented
activities and close cooperation communications between the proposing organisation and
the implementing and supervising bodies. Under this system, there can be no
underperformance or shortfall in the planned activities, as this would have been caught in
the very beginning and immediately corrected.
Risk management
During implementation of the project there can be expected three basic types of risk:
the risk of increased activity (promotion, marketing, sales) of competing producers,
i.e. importers of agricultural products from countries outside the EU
the risk of future financial crises leading to stagnation or reduction in consumer
spending on agricultural products
the risk of potential destabilization of the Union, leading to restrictions on the free
movement of goods and persons
At present, the probability of these risks is classified as relatively low.
To eliminate the risk in the first paragraph there is planned operational strengthening of
activities covered by own budget of proposing organisation,
120
resp. preparing and submitting of a new project for the promotion of specific threatened
commodities of European agricultural production.
Risks arising from the second and third paragraphs can ´t be prevented and within the project,
we could try to suppress their potential impact only (lower decline or low growth instead of
stagnation, prevention of the abolition of trade with agricultural products from the Union).
Financial viability and project financing
Agrarian Chamber of the Czech Republic is the largest and most professional organization
of farmers and associated industries in the Czech Republic with twenty five years of history.
It proves that we are a stable organization, well- established in the agrarian sector. We
declare that we have stable and sufficient sources of funding and are able to continue
operating during the entire project as well as participate in the financing of the project.
RESUME (8.)
There is ready a number of management tools as part of the project
that will guarantee its successful progress. Team of experienced
professionals from proposing body will carry-out own activities
and continuously monitor all activities of the implementing
organization. Risk management will also be implemented to
further ensure proper realization of the project and its financing.
9. Additional information
Here we provide detailed information and justification of costs in proposed detailed
budget split.
Detailed analysis and justification of costs in proposed budget split
121
PROJECT COORDINATION
Personal costs of the proposing organisation (Y1 –
42.000 €, Y2 – 42.000 €, Y3 – 42.000 €)
Process of cost calculation – personal costs: 1 person-day = 200 €, 17,5 person- days per month
(combination of project manager, implementer and accountant) = 3.500 €, 12 months = 42.000
€ per year
Other costs of project coordination
(Y1 – 40.500 €, Y2 – 10.000 €, Y3 – 10.000 €)
Process of cost calculation – subcontracting: implementing body calculation by agency hours
(strategy planner, account director, art-director, copy-writer for definition of communication
strategy and visual identity) plus additional cost for market researches in Y1, Y2 & Y3 =
40.500 € / 10.000 € / 10.000 €
PUBLIC RELATIONS
Continuous press activities / press-office (Y1 –
44.000 €, Y2 – 40.500 €, Y3 – 49.000 €)
Process of cost calculation – subcontracting: implementing body calculation by agency hours
(senior account manager and senior PR manager) plus additional cost for media-projects in
Y1, Y2 & Y3 = 44.000 € / 40.500 € / 49.000 €
Press events
(Y1 – 14.000 €, Y2 – 12.000 €, Y3 – 12.000 €)
Process of cost calculation – subcontracting: implementing body calculation by agency hours
(senior PR manager and production manager) plus additional cost for press-events Y1, Y2 &
Y3 = 14.000 € / 12.000 € / 12.000 €
WEBSITE AND SOCIAL MEDIA
Website setup, updates, maintenance
(Y1 – 12.500 €, Y2 – 3.500 €, Y3 – 3.500 €)
Process of cost calculation – subcontracting: implementing body calculation by agency hours
(senior account manager) plus additional cost for web setup, updates and maintenance for Y1,
Y2 & Y3 = 12.500 € / 3.500 € / 3.500 €
Social media – setup and posting
(Y1 – 2.500 €, Y2 – 2.500 €, Y3 – 2.500 €)
122
Process of cost calculation – subcontracting: implementing body calculation by
agency hours (social media manager) for Y1, Y2 & Y3 = 2.500 € / 2.500 € / 2.500
€
Other costs of web / social (webinars)
(Y1 – 5.000 €, Y2 – 10.000 €, Y3 – 10.000 €)
Process of cost calculation – subcontracting: implementing body calculation by agency hours
(senior account manager) plus additional cost for production of webinars for Y1, Y2 & Y3 =
5.000 € / 10.000 € / 10.000 €
ADVERTISING
Print
(Y1 – 49.000 €, Y2 – 39.000 €, Y3 – 31.000 €)
Process of cost calculation – subcontracting: implementing body calculation by agency hours
(DTP operator) plus additional cost for media for Y1, Y2 & Y3 = 49.000 € / 39.000 € / 31.000
€
TV
(Y1 – 38.000 €, Y2 – 55.000 €, Y3 – 55.000 €)
Process of cost calculation – subcontracting: implementing body calculation by agency hours
(production manager) plus additional cost for production and media for Y1, Y2 & Y3 = 38.000
€ / 55.000 € / 55.000 €
Online
(Y1 – 7.500 €, Y2 – 7.000 €, Y3 – 8.500 €)
Process of cost calculation – subcontracting: implementing body calculation by agency hours
(DTP operator) plus additional cost for media for Y1, Y2 & Y3 = 7.500 € / 7.000 € / 8.500 €
COMMUNICATION TOOLS
Publications, media-kits, merchandise
(Y1 – 27.500 €, Y2 – 15.500 €, Y3 – 12.000 €)
Process of cost calculation – subcontracting: implementing body calculation by agency hours
(production manager) plus additional cost for merchandise / promotional items purchase for
Y1, Y2 & Y3 = 27.500 € / 15.500 € / 12.000 €
EVENTS
123
Stands at trade fairs
(Y1 – 21.000 €, Y2 – 21.000 €, Y3 – 21.000 €)
Process of cost calculation – subcontracting: complete cost of presentation at trade fair (stand,
logistics, personal, tastings, competitions) for Y1, Y2 & Y3 =
21.000 € per year
Seminars, workshops, trainings
(Y1 – 5.000 €, Y2 – 10.000 €, Y3 – 10.000 €)
Process of cost calculation – subcontracting: complete cost of seminars production for
Y1, Y2 & Y3 = 5.000 € / 10.000 € / 10.000 €
Study trips to Europe
(Y1 – 26.500 €, Y2 – 31.500 €, Y3 – 53.000 €)
Process of cost calculation – subcontracting: complete cost of production of
study trips for Y1, Y2 & Y3 = 26.500 € / 31.500 € / 53.000 €
Other events – contact events at secondary schools (Y1 –
14.000 €, Y2 – 16.000 €, Y3 – 16.000 €)
Process of cost calculation – subcontracting: complete cost of contact events
production for Y1, Y2 & Y3 = 14.000 € / 16.000 € / 16.000 €
EVALUATION OF RESULTS
Evaluation of results
(Y1 – 5.500 €, Y2 – 5.500 €, Y3 – 5.500 €)
Process of cost calculation – subcontracting: implementing body calculation by agency hours
in Y1, Y2 & Y3 (account director, senior account manager and data-miner) = 5.500 € per year
OTHER EGLIBLE COSTS
Other eglible costs of POs (audits, costs of pre-financing etc.) (Y1 –
14.500 €, Y2 – 12.000 €, Y3 – 12.000 €)
Process of cost calculation – other direct costs: cost of pre-financing / securing of bank
guarantee for Y1, Y2 & Y3 = 14.500 € / 12.000 € / 12.000 €
124
Section 2:
(AGRARIAN CHAMBER OF THE CZECH REPUBLIC)
LEGAL ENTITY
INFORMATION
125
Agrarian Chamber of the Czech Republic (AKCR) was established by Act no. 301/1992 Coll.
as amended by Act no. 121/1993 Coll. and amended by Act no. 223/1994 Coll., brings together
the majority of entrepreneurs in agriculture, forestry and food, promotes and defends the
interests of its members, provides consulting and information services throughout the Czech
Republic in the following fields - legal and legislative, advisory, consulting and practical
vocational training, foreign relations, marketing and promotion, customs and certification,
computer science.
Agrarian Chamber of the Czech Republic is the most important nongovernmental agrarian
organization that represents the interests of one hundred thousand of its members - farmers,
foresters, food producers, beekeepers and many others. We are an organization that wants to
play its role not only in the traditional concept of producing raw materials for food production
and landscape maintenance - we have a new and modern approach to rural development, where
we want to be a partner of municipalities and all other relevant entities.
126
CERTIFICATE OF INCORPORATION (CZECH)
Agrární komora České republiky, AXIV 571 vedená u Krajského soudu v Ostravě
Výpis z obchodního rejstříku, vedeného Krajským soudem v Ostravě oddíl AXIV, vložka
571
Datum zápisu: 7. prosince 1993
Spisová značka: AXIV 571 vedená u Krajského soudu v Ostravě
Obchodní firma: Agrární komora České republiky
Sídlo: Blanická 383/3, Hodolany, 779 00 Olomouc
Identifikační číslo: 47674768
Právní forma: Komora (hospodářská, agrární)
Předmět podnikání:
poskytuje svým členům poradenské a konzultační služby v otázkách spojených s
podnikatelskou činností
vydává vyjádření podle zvláštních předpisů a odborná stanoviska organizuje
vzdělávací činnost a spolupracuje s orgány státní správy v
zajišťování informačního servisu, profesního vzdělávání a forem rekvalifikace a při řešení
problémů zaměstnanosti
na základě předchozího souhlasu členů zabezpečuje propagaci a šíření informací o
jejich podnikatelské činnosti
dbá, aby členové komory vykonávali podnikatelskou činnost odborně a v souladu s
obecně závaznými právními předpisy
navazuje a rozvíjí styky s komorami a obdobnými institucemi v zahraničí a uzavírá s nimi
dohody
vystavuje osvědčení o skutečnostech důležitých v právních vztazích, které vznikají v
mezinárodním obchodě
zřizuje, spravuje zařízení a instituce na podporu rozvoje podnikání a vzdělanosti
spolupracuje s podnikatelskými svazy a sdruženími na základě uzavřených
dohod
zřizuje smírčí komisi k předcházení obchodním sporům mezi svými členy a může zřídit
spolu s Hospodářskou komorou ČR nebo samostatně rozhodčí soud
vykonává vlastní hospodářskou činnost na podporu řádného plnění svých úkolů a v
souladu se svým posláním
podílí se na odborné přípravě k výkonu povolání a podporuje školská zařízení zřízena k
tomuto účelu
127
na základě seznamů členů vedených Okresními komorami a Společenstvy vede a
vydává souhrnný Agroregistr členů
nakladatelská a vydavatelská činnost periodických a neperiodických publikací
Statutární orgán - představenstvo:
Prezident: ZDENĚK JANDEJSEK, CSc., dat. nar. 5. listopadu 1954,
Brzotice 7, 257 68 Loket, den vzniku funkce: 16. března 2017, den vzniku
členství: 16. března 2017
Viceprezident: JOSEF KUBIŠ, dat. nar. 2. března 1948, Džbánka 569,
Nechánice, 251 68 Sulice, den vzniku funkce: 16. března 2017, den vzniku
členství: 16. března 2017
Viceprezident: Ing. VÁCLAV HLAVÁČEK, CSc., dat. nar. 22. září 1952, č.p. 69, 691
71 Nikolčice, den vzniku funkce: 16. března 2017, den vzniku členství:
16. března 2017
Viceprezident: LEOŠ ŘÍHA, dat. nar. 13. března 1966, Mlýnská 387, 561 64 Jablonné
nad Orlicí, den vzniku funkce: 16. března 2017, den vzniku členství:
16. března 2017
Viceprezident: BOHUMIL BELADA, dat. nar. 3. června 1973, Chrpová 1213, 391 02
Sezimovo Ústí, den vzniku funkce: 16. března 2017, den vzniku
členství: 16. března 2017
Viceprezident: VLADIMÍR VESELÝ, dat. nar. 10. března 1960, č.p. 232,
533
22 Býšť, den vzniku funkce: 16. března 2017, den vzniku členství: 16. března
2017
Viceprezident: Ing. MARTIN PÝCHA, dat. nar. 20. září 1975, Měšická 510, 250 65
Bašť, den vzniku funkce: 12. března 2015, den vzniku členství: 20.
března 2014
Způsob jednání: Jménem Agrární komory České republiky jedná prezident. Ostatní
skutečnosti: Právní forma - Agrární komora České republiky je sdružení podnikatelů
(právnických i fyzických osob) ustavené podle zákona 301/1992 Sb. o Hospodářské komoře
České republiky a Agrární komoře České republiky ve znění zákona č. 121/1993 Sb.
Link to the original listing in the commercial register:
https://or.justice.cz/ias/ui/rejstrik-
firma.vysledky?subjektId=203703&typ=PLATNY
128
CERTIFICATE OF INCORPORATION (ENGLISH TRANSLATION)
Agrarian Chamber of the Czech Republic, AXIV 571 kept by the Regional Court in Ostrava
Extract from the Commercial Register maintained by the Regional Court in Ostrava, Section
AXIV, File No. 571
Registration Date: December 7, 1993
Case number: 571 AXIV kept by the Regional Court in Ostrava
Company: Agrarian Chamber of the Czech Republic Address:
Blanická 383/3, Hodolany, 779 00 Olomouc
Id. number: 47674768
Legal form: Chamber (economic, agrarian)
Scope of business:
provides its members with advisory and consulting services on issues related to business
activities
statement issued by special legislation and expert advice
organizes educational activity and cooperates with government authorities in providing
information service, professional education and forms of retraining and in solving employment
problems
with the prior approval of members ensures the promotion and dissemination
of information about their business
ensures that members of the Chamber engaged in business professionally and in accordance
with generally binding regulations
establish and develop contacts with chambers and similar institutions abroad and concludes
agreements with them
the certificate on the facts important in legal matters that arise in international
trade
establishes, manages facilities and institutions to promote business development and
education
collaborates with business and unions and associations based on agreements sets up a
conciliation commission to prevent trade disputes among its members and may establish,
together with the Economic Chamber of the Czech Republic or separately arbitration court
carries its own economic activity to support the proper performance of their duties and in
accordance with its mission
participates in training for the profession and promotes educational institutions
established for this purpose
129
based on lists kept by the members of the District Chambers of Commerce and Community
leads and publishes aggregate Agro-register members publishing and editorial activity of
periodic and non-periodic publications Board of Directors:
President: ZDENĚK JANDEJSEK, CSc., dat. nar. 5. listopadu 1954,
Brzotice 7, 257 68 Loket, den vzniku funkce: 16. března 2017, den vzniku
členství: 16. března 2017
Vice president: JOSEF KUBIŠ, dat. nar. 2. března 1948, Džbánka 569, Nechánice,
251 68 Sulice, den vzniku funkce: 16. března 2017, den vzniku
členství: 16. března 2017
Vice president: Ing. VÁCLAV HLAVÁČEK, CSc., dat. nar. 22. září 1952, č.p. 69, 691
71 Nikolčice, den vzniku funkce: 16. března 2017, den vzniku členství:
16. března 2017
Vice president: LEOŠ ŘÍHA, dat. nar. 13. března 1966, Mlýnská 387, 561 64 Jablonné
nad Orlicí, den vzniku funkce: 16. března 2017, den vzniku členství:
16. března 2017
Vice president: BOHUMIL BELADA, dat. nar. 3. června 1973, Chrpová 1213, 391 02
Sezimovo Ústí, den vzniku funkce: 16. března 2017, den vzniku
členství: 16. března 2017
Vice president: VLADIMÍR VESELÝ, dat. nar. 10. března 1960, č.p. 232,
533
22 Býšť, den vzniku funkce: 16. března 2017, den vzniku členství: 16. března
2017
Vice president: Ing. MARTIN PÝCHA, dat. nar. 20. září 1975, Měšická 510, 250 65
Bašť, den vzniku funkce: 12. března 2015, den vzniku členství: 20.
března 2014
The course of action: President acts on behalf of the Czech Agrarian Chamber. Other facts:
Legal form - Agrarian Chamber of the Czech Republic is an association of entrepreneurs
(individuals and legal entities) established pursuant to Act 301/1992 Coll. The Economic
Chamber of the Czech Republic and Agricultural Chamber of the Czech Republic as amended
by Act no.
121/1993 Coll.
130
EXTRACT FROM THE VAT REGISTER (CZECH)
Údaje o registrovaném subjektu:
DIČ: CZ47674768 - Právnická osoba
Obchodní firma / název: Agrární komora České republiky
Sídlo: Blanická 383/3, Hodolany, 779 00 Olomouc 9
Finanční úřad pro Olomoucký kraj - Územní pracoviště v Olomouci, Lazecká
545/22, Olomouc
Údaje o nespolehlivém plátci DPH: Nespolehlivý plátce -
NE Bankovní účty určené ke zveřejnění / Datum zveřejnění:
238930849/0300 - 25.11.2014
173938427/0300 - 01.04.2013
153269828/0300 - 01.04.2013
Údaje o registraci k DPH / Typ registrace / Registrace platná od: / Registrace
platná do:
Plátce - od 01.12.2004 do -
Plátce - od 01.03.1997 do 30.09.2001
Link to the original listing in the VAT register:
http://adisreg.mfcr.cz/adistc/adis/irs/irep_dph/dphInputForm.faces;jsessionid
=ED18157390B15432E01C0C2EB399EE15.ep2ap8
131
EXTRACT FROM THE VAT REGISTER (ENGLISH TRANSLATION)
Data on registered entity:
VAT: CZ47674768 - Legal person
Company / Name: Agrarian Chamber of the Czech Republic
Address: Blanická 383/3, Hodolany, 779 00 Olomouc 9
Financial Office of Olomouc Region - regional office in Olomouc, Lazecká
545/22, Olomouc
Data on unreliable VAT payers: Unreliable payer – NO
Bank accounts intended for publication / Date of publication:
238930849/0300 - November 25, 2014
173938427/0300 - April 1, 2013
153269828/0300 - April 1, 2013
Information about the VAT registration / Type / Registration valid from: / Registration
valid until:
Payer - from December 1, 2004 to -
Payer - from March 1, 1997 to September 30, 2001
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Section 3:
(AGRARIAN CHAMBER OF THE CZECH REPUBLIC)
INFORMATION ON
REPRESENTATIVENESS
133
According to Article 7 of the Regulation (EU) 1144/2014 of the European Parliament and
of the Council (hereafter BA) and Article 1 of the Commission Delegated Regulation (EU)
No 2015/1829 (hereafter DA), Agrarian Chamber of the Czech Republic declares that is
representative of its sector:
Type of organisation: Representativeness criteria:
Agri-food sector body
- with an objective and activity to
provide information on and to
promote agricultural products;
- to be entrusted by a member state with
clearly defined public service mission in
this area;
- being established at least 2 years
before the publication of the call;
- having representatives of the
product or sector among its
membership.
(Art 7(1)(d) of BA)
Agrarian Chamber of the Czech Republic is the most important nongovernmental agrarian
organization with duly elected authorities for a period of three years. It represents the interests
of its approx. 2,5 thousand members, of which 2 thousand agricultural organizations, as well
as foresters, beekeepers, fishermen, but also food businesses, dairies, suppliers of equipment
and technologies, and more, with a total number of almost 100 thousand employees of its
members. AKČR represents about three quarters of the total population employed in
agriculture and related industries in the Czech Republic. In monetary terms, the total size of
agricultural economy of the Czech Republic and the volume of production of each commodity
reaches a qualified estimate of the production of AKČR members at level of approx. 75 %. So
we are an organization that plays a role not only in the traditional concept of producing raw
materials for food production and the countryside, but also in a broader context and connection
to the national economy and the Union.
134
Section 4:
135
136
137
138
139
Section 6:
MARKETING SUPPORT OF MODERN EUROPEAN
AGRICULTURE & AGRICULTURAL AND FOOD
PRODUCTS FROM THE UNION
IN THE CZECH REPUBLIC & SLOVAKIA
(AGRARIAN CHAMBER OF THE CZECH REPUBLIC)
140
1. Introduction of proposing organisation
Agrarian Chamber of the Czech Republic is the largest and most professional
organization of farmers and associated industries in the Czech Republic.
Agrarian Chamber of the Czech Republic (AKČR) was established by Act no. 301/1992 Coll.
of the Economic Chamber and Agricultural Chamber of the Czech Republic, as amended by
Act No.121 / 1993 Sb. and amended by Act č.223 / 1994 Sb., brings together the majority of
entrepreneurs in agriculture, forestry and food, promotes and defends the interests of its
members, provides consulting and information services throughout the Czech Republic in the
following fields: legal and legislative consulting, advisory and practical vocational training,
marketing and promotional support, foreign relations, customs and certification, computer
science.
Agrarian Chamber of the Czech Republic is an independent entity based at Blanicka 3 street
in Olomouc, Czech Republic with an assigned identification number 47674768 and tax
identification number CZ47674768, bank account held at CSOB Olomouc, Czech Republic
and registered in the Commercial Register maintained by the Regional Court in Ostrava,
section AXIV, insert 571. This information can be confirmed by an extract from the national
register of the Commercial register, or online at www.justice.cz.
Agrarian Chamber of the Czech Republic is the most important nongovernmental agrarian
organization with duly elected authorities for a period of three years. It represents the interests
of its approx. 2,5 thousand members, of which 2 thousand agricultural organizations, as well as
foresters, beekeepers, fishermen, but also food businesses, dairies, suppliers of equipment and
technologies, and more, with a total number of almost 100 thousand employees of its members.
AKČR represents about three quarters of the total population employed in agriculture and
related industries in the Czech Republic. In monetary terms, the total size of agricultural
economy of the Czech Republic and the volume of production of each commodity reaches a
qualified estimate of the production of AKČR members at level of approx. 75 %. So we are an
organization that plays a role not only in the traditional concept of
141
producing raw materials for food production and the countryside, but also in a broader context
and connection to the national economy and the Union.
Chamber secures relation to members through district / regional / local Chambers of
Agriculture and integrated agricultural, food and forestry communities.
Within its scope AKČR provides to its members:
- advisory and consulting services in matters of business activities;
- statements and expert opinions;
- educational activities;
- marketing and communication support;
- and cooperation with government authorities in providing information service,
professional education and forms of retraining and in solving employment problems.
AKČR ensures that its members perform business professionally and in accordance with
national and European legal regulations. It also establishes and develops contacts with
chambers and similar institutions from the Union and concludes agreements with them. It
performs its own economic activity to support the proper performance of their duties and in
accordance with its mission, and participates in training for the profession and promotes
educational facility established for this purpose, based on lists of members conducted by the
district chambers and communities leads and publishes aggregate Agro-register members.
Furthermore, the Chamber is continuously working with state and representative bodies and
other institutions of the Czech Republic and the Union.
Agrarian Chamber of the Czech Republic is a full member of the association of non-
governmental agricultural organizations of the EU COPA - COGECA, which is involved in
all their activities, communication, addressing and information transfer.
RESUME (1.)
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Agrarian Chamber of the Czech Republic is the relevant body for
submission of this project due to the fact that its members
represent approx. 75 % of agricultural production in the Czech
Republic and its long-term goals are to provide consulting and
information services as well as marketing and promotional support
for national and european agricultural sector.
2. Products / modes and market analysis
The project is primarily focused on highlighting of specific features of agricultural and
food products from the Union, particularly meat and meat products (fresh, chilled and
frozen – pork, beef, poultry & fish), milk and dairy products (fresh and dried milk,
cheeses, sour milk products), fruits, oils and wine – their quality and taste as well as
traditions and diversity of their production. Through this highliting we want to
significantly increase the purchase and consumption of European agricultural products
in the Czech and Slovak Republic, i.e. both national agricultural products as well as
agricultural products imported from other EU member countries.
Agricultural production in the Czech Republic & Slovak Republic in 2015-2017
Agricultural production at basic prices in the Czech Republic reached average value
(according to the final results for 2015-2016 and preliminary results for 2017) of 5.310,2
million €, in the Slovak Republic 2.235,1 million €.
Record results (compared to previous years) were due to annual growth of all its items – both
crop and livestock production. As of share of agricultural output at basic prices in the Czech
Republic and Slovakia, crop production (at average 56,7 %) prevails over production of
livestock (38,1 %). Crop production is significantly represented by cereals and industrial crops,
while within livestock production there predominates production of milk and meat.
Agrarian imports to the Czech Republic and Slovak Republic in 2015-2017
143
The average annual value of agricultural imports (2015 to 2017) was in the Czech Republic
7.982,1 million € and in Slovakia 4.437,6 million €. From these figures imports from other EU
countries are nearly 85 % and from other (third) countries slightly over 15 %.
Among the most imported agricultural products into the Czech Republic and Slovakia are
pork, poultry and other meat, bakery goods, cheese and curd, oils or wine.
Czech agricultural imports in 2015-2017 came mainly from Germany (20,8 %) and Poland (19,1
%), followed by the Netherlands (7,4 %), which moved in front of previously the third most
important supplier Slovakia (6,7 %), then Italy (5,4
%), Spain (5,1 %), Hungary (3,7 %), Austria (3,6 %) and France (3,2 %). The structure
of imports remains nearly the same year on year except from Germany and Slovakia,
that dropped slightly.
Slovak agricultural imports in 2015-2017 came also from Poland and Germany (22,9 %,
respectively 16,2 %), followed by the Czech Republic (9,0 %), the Netherlands (7,1 %), Italy,
Hungary, Spain and Austria (17,0 % combined). Share and value of individual states remained
stable in the past years.
Market value of European agricultural products
The calculated value of the market for locally produced agricultural products plus products
imported from other EU countries in the Czech and Slovak Republics, is as follows:
Country: National Imported Total Expected Increase
agricultur agricultural (million increase of the in market
Czech al produce €) market with the value
Republic productio from the implementation (million
n (million Union 12.087,0 of the project €)
€) (million €) (%)
5.310,2 6.776,8 +5 % 604,4
144
Slovak 2.235,1 3.769,8 6.004,9 +5 % 300,2
Republic 904,6
Total: 7.545,3 10.546,6 18.091,9 +5 %
The position of EU agricultural producers in comparison with its competitors
from outside the Union
Although (as mentioned) the share of European agricultural production in target countries
is almost 85% of the total imports, there is more potential both to further increase this
share and the total value of the purchase and consumption of European agricultural
products by the Czech and Slovak consumers, i.e.:
(a) increasing the quantity of purchase and consumption preferences of agricultural
products from the Union (through their better quality & taste);
(b) a further increase of the proportion of local and imported European agricultural production
in comparison to products imported from other non-EU countries.
As in paragraph (b), there is the potential to reduce the share of imports from following
countries outside the EU:
Country The annual value of The annual value of
: agricultural imports to the agricultural imports to the
CR and SR 2015-2017 CR and SR 2015-2017
Brazil (thousands of tons) (million €)
China
USA 132,7 220,9
61,3 152,9
37,5 150,8
145
Turkey 68,9 130,5
Norway 19,3 88,8
Ecuador 62,7 62,2
Mexico 23,1 48,8
Vietnam 22,9 47,3
Switzerland 14,2 42,7
Morocco 27,3 39,9
Canada 18,6 34,5
Thailand 20,9 33,2
Total: 509,4 1.052,5
In aiming to reduce agricultural imports from the countries mentioned above and to replace
them by both domestic production as well as imports from the other EU member states,
following agricultural products with the highest quality from the Union have the highest
potential:
MEAT Poultry, pork, beef & Substitution of imports
fish – fresh, chilled, from South & North
frozen America and Asia
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MILK & Milk, dairy products Substitution of imports
DAIRY (cheeses, yogurts, from Asia and Middle East
PRODUCTS creams)
FRUITS Substitution of imports
Fresh, canned from America and Asia
OILS
Different species Substitution of imports
WINE (rapeseed, sunflower, from Asia and Middle East
olive etc.)
Substitution of imports
Red, white, rosé from South & North
America, Africa and
Australia
MEA
T
MILK & DAIRY
PRODUCTS
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FRUIT
S
OIL
S
WIN
E
Challenges for local and imported agricultural produce from the EU
Target markets of the Czech Republic and Slovakia have over 15 million consumers and all
of them need reliable supply of high-quality and nutritious agricultural products at quality-
adequate prices. The economical situation in the Czech republic and Slovakia as project
target markets is in 2018 relatively stable, but still with many challenges - and more of them
on the horizon: the competition of agricultural produce from other countries around the
world, climate change, rise of input prices (for example, fuel or fertilizers) and – in
148
medium-term or long-term outlook – also another (potential) economical or financial crisis.
For these reasons it is necessary to support the increase of purchases and consumption of
European agricultural products and their consumer preferences by comparison with
agricultural and food products imported from non-EU member countries.
It should be (and so will do within the project) to accentuate*:
(a) QUALITY;
(b) DIVERSITY AND TRADITIONS;
(c) TASTE;
(d) and SAFETY, TRACEABILITY AND
SUSTAINABILITY of european agricultural and
food products.
EUROPEAN DIVERSITY &
QUALITY TRADITIONS OF
TASTE OF EUROPEAN
AGRICULTURE
SAFETY,
AND FOOD TRACEABILITY &
PRODUCTS FROM SUSTAINABILITY OF
AGRI-
PRODUCTION FROM
* Note: Points a) to c) will be communicated primarily, while point d) is secondary
At the same time agriculture is not only about production – it is closely linked with rural
communities and people who live in rural areas. It is also our land and natural resources.
Farmers maintain the countryside alive in all EU
149
Member States and protect the rural way of life. If farms or farmers have disappeared,
our hamlets, villages and towns would be very negatively affected.
Agriculture in the country is associated with many jobs. Farmers need machinery,
buildings, fuel, fertilizers and care for their animals. Also these sectors employ many
people. And others are involved in warehousing, transportation and food retailing.
Overall, agriculture and food production is critical to EU economy and society. In all 28* EU
member states there is approximately 12 million farmers and an additional 4 million people
working in the food industry. Agricultural and food sectors together provide 7 % of all jobs
and generate 6 % of Europe's gross domestic product.
* Note: Status before completion of BREXIT
Farmers thus face a double challenge: to produce food and at the same time protect nature and
preserve biodiversity. Ecologically sustainable farming, which uses natural resources
prudently, is essential for the production of high- quality European food and our quality of life
– today, tomorrow and for future generations.
Equally important challenge is the fact that for many young people agriculture is indeed not
an attractive profession. Consequently, it is reducing the number of farmers. In the sixties, we
had in the original six EU countries more than six million farmers, but since then that number
has dropped by more than half. In this project we also want to help to change the status via
agriculture support and increase of its positive perception as a potential economic sector for
business or employment.
Overall, the project have to highlight positive attributes of European agricultural production
(the already mentioned diversity and traditions, quality and taste as well as safety, sustainability
and modern production methods) and suppress the perception of agricultural produce from
countries outside the Union as equal or better then from the Union, e.g. positive perception of
meat (esp. beef and pork) from South & North America and Asia, selected dairy products from
Asia and the Middle East, oil production from Asia and wine
150
production from outside the EU (again, South and North America plus South Africa and
Australia).
The project will communicate a wide range of topics promoting the major and minor
agricultural and environmental themes and priorities of the existing framework of the Common
Agricultural Policy. It will also be ready and able to respond directly to the new challenges,
e.g. Common Agricultural Policy after 2020 – so it will thus assist to promote new priorities
and trends based on the request of EU member countries and various organizations in the areas
of agricultural production, rural development, landscape and nature, addressing climate
challenges, the welfare of farmed animals, safe foods, soil management, water and the
atmosphere, and many other topics. The project will also be able to link the existing framework
of the Common Agricultural Policy framework prepared for the period after 2020 and thus
greatly enhance public and professional discussion with all stakeholders and our whole
society. This will reinforce the continuity of debate as well as activities of the European
Commission.
Segmentation of the population and opportunity to increase awareness,
purchases and consumption of quality European agricultural products
Czech and Slovak consumers are divided into one of the following four segments:
the Grand the Purposeful
People for whom distinction of products People for whom it is important to
with added value (European quality and distinguish the product with added value
diversity) is not important, but are willing (European quality and diversity) and are
to pay for it willing to pay for it
the Lost the Clever
People for whom it is not important to People for whom distinction of products
distinguish between products with or with added value (European quality and
without added value (European quality diversity) is important, but are not willing
and diversity) to pay for it
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and are not willing to pay for it
For the Purposeful differentiation between products without and with added value is important
and they are ready to choose and pay for them – they are the „gold segment“. Interestingly,
this segment is relatively more female (62 % comparing to 38 % of male). Overall - 36,4 % of
the population.
The Grand are a segment with potential, because although product differentiation is not
important to them, they are willing to pay for them. Altogether - 5,2 % of the population.
The Clever are not ready to pay for something that is important to them. This is the youngest
segment (regarding age) – obviously they can´t pay extra due to their low present income
(youth, students etc.). Potential for the future.
Overall - 28,1 % of the population.
The Lost are really „lost“ – 30,3 % of the population.
The highest potential is therefore in the purposeful segment, but we can also work with a
segment of clever consumers on communication basis. Through the project, we would like
to increase awareness of taste and quality of agricultural and food products from the Union
as well as their tradition, diversity and safety – which is currently relatively low – within
these two segments of at least +45 %.
SWOT analysis
Strengths Weaknesses
Present share of European agriculture European agriculture and its products are
production both in the Czech Republic not sufficiently distinguished from non-EU
and Slovakia products and not perceived as required
(quality and
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taste, diversity and traditions, safety and
sustainability)
Diversity, quality, safety and
sustainability of agriculture
production in the Union
Modern, effective and nature- friendly
methods of European agriculture
production (incl. animal welfare)
Opportunities Threats
Encourage consumers to prefer (buy & Competition of agricultural products from
consume) agricultural products from the other continents (especially Asia, North &
Union for their quality, taste, diversity and South America and Middle East)
traditions
Promote the perception of European Potential future economic and financial
agriculture as a modern part of the crisis (with related effects as lower
European Union's economy consumer spendings)
RESUME (2.)
Within the project, we will communicate quality and taste of
agricultural and food products from the Union as well as their
traditions and diversity and safety and sustainability of their
production and thus will support increase of consumer
preferences and purchases of European agricultural products
(notably pork & beef meat, milk & dairy products, oils and wine)
in the Czech republic and Slovakia. Despite current high market
share of
153
agricultural and food products from the EU there is further
potential on its increase (in total value of more than 900 million €
in three-year horizon).
Data Sources for 2:
Statistics of agricultural production and agricultural trade 2015-2017 (Ministry of Agriculture
of the Czech Republic, Ministry of Agriculture of the Slovak Republic, Czech Statistical Office,
Statistical Office of the Slovak Republic)
Publications EU – Agriculture / The partnership between Europe and farmers 2013-2016
(Publications Office of the EU)
Nationwide representative study – Czech and Slovak population, representative samples
2012 and 2015 (Respond & Co.)
3. Objectives of the action
According to data from previous section we define the relevant project objectives
in both economic and information returns.
Economical return
Increase of the market value of agricultural products from the Union in the Czech Republic
and Slovakia by +5 % (of which organic growth of +1,5 % and project-induced increase of
+3,5 %, i.e. in monetary terms – organic growth of 271,4 million € and the project-induced
increase of 633,2 million €).
Year: Market value (million €) - estimated
2017 (organic) (with the project)
2018 18.091,9 -
2019 (Y1)
2020 (Y2) 18.159,7 -
2021 (Y3)
18.227,5 18,438,7
18.295,4 18.708,3
18.363,3 18.996,5
Fulfilling of the economical goals will be evaluated at the end of each period of the project
(year 1-3), according to available official statistical data on the performance of the agricultural
market and the share of home produced plus imported products from other EU countries in
this market in the target
154
countries, published by the Czech Statistical Office and Statistical Office of the Slovak
Republic.
Informative return
Increase of awareness of taste & quality, diversity & traditions as well as safety and
sustainability of the agricultural production in the Union in target groups of the Purposeful &
the Clever (64,5 % of total population, i.e. 10,25 million inhabitants of the Czech and Slovak
republics) by +45 %.
The results will be evaluated by the comparison of three new representative surveys (Czech
and Slovak population – the Purposeful & Clever, representative samples 800+ respondents,
2015 vs. end of year 2019 / 2020 / 2021, Respond & Co.) that will ask for:
- awareness of the agricultural production in the EU (its diversity / quality / safety /
sustainability)
- awareness of nature-friendly production methods (incl. animal welfare) in European
agricultural production
- preference to purchase & consume quality products of European agriculture in comparison
to products from other (non-EU) states and regions
- willingness to pay some extra for “EU agriculture quality”
Year: Awareness increase approval (million people
from TGs)
2015
2021 passed failed
1,33 8,92
1,93 8,32
RESUME (3.)
Within the project, we will achieve both economic (with estimated
increase of the market value of agricultural products from the EU
member states to 18,99 billion € in 2021) as well as information
return (increase of awareness of diversity, quality, safety and
sustainability of the agricultural production in the Union together
with nature-friendly production methods by +45 %).
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4. Project strategy
We intend to achieve the set objectives by careful preparation and
professional implementation of the communication strategy.
WHY? (Goals/Objectives)
As stated in paragraph three, the project aims to achieve both economic and information
objectives:
Economic goal - to support the growth of the market value of agricultural products from the
EU member states in the Czech republic and Slovakia - an increase of +5 % compared to
“organic” +1,5 % in a three-year horizon (from 2019 to 2021).
Information goal - to support an increase of the low awareness of the quality, diversity, safety
and sustainability of the EU agricultural production together with its modern and nature-friendly
production methods (incl. animal welfare) -
+45 % by 2021.
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WHO? (Target groups)
Within the project we will work with the two main target groups:
the Purposeful - 62% female vs. 38% male, pronounced age segment (not entirely
dependent on age), the highest proportion of people with higher (university)
education
the Clever – 57% female vs. 43% male, the youngest segment incl. students
(pronounced with age and credit rating), a relatively high proportion of people with
or aspiring for higher education
Partition of TGs by gender:
Female Male
the
Purposeful 62,1% 37,9%
42,7%
the Clever 57,3%
Male
Female
0,0 10,0% 20,0% 30,0% 40,0% 50,0% 60,0% 70,0%
%
Breakdown of TGs by age:
up to 18 18-29 30-49 50-59 60+
the
Purposeful 8,8% 11,3% 43,8% 18,3% 17,8%
17,2% 40,6% 14,6% 12,4%
the Clever 15,2%
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60+
50-59
30-49
18-29
up to 18
0,0% 5,0% 10,0% 15,0% 20,0% 25,0% 30,0% 35,0% 40,0% 45,0%
Partition of TGs by education:
Primary Secondary Upper University
the secondary
Purposeful 5,5% 35,2% 19,6%
35,5% 39,7% 15,4%
the Clever 9,5% 39,6%
University
Upper secondary
Secondary
Primary
0,0% 5,0% 10,0% 15,0% 20,0% 25,0% 30,0% 35,0% 40,0%
WHAT? (Messages)
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Messages to target groups of the project will be slightly different (respecting their different
characteristics):
Overall headline / key-message:
BORN IN THE EU.
European agriculture is a modern (up-to-date) sector of the Union economy with traditional,
diverse, safe and sustainable production of top-quality and tasty agricultural and food
products for all (smart) consumers. Find out more about this products and how they are born
in the EU.
(ENJOY IT´S FROM EUROPE)
Modification of key-message in communication towards the Purposeful:
BORN IN THE EU.
European agriculture offers a diverse range of quality and safe products from which you always
choose the best for you and your family. Choose the products born in the EU.
(ENJOY IT´S FROM EUROPE)
Modification of key-message in communication towards the Clever:
BORN IN THE EU.
European agriculture is a modern and promising sector, producing a wide range of quality
products through its up-to-date methods and procedures. Get more information so you can
decide whether to become a part of its “the born in the EU” story.
(ENJOY IT´S FROM EUROPE)
HOW? (Tactics/Actions)
Tactics for the target groups will be divided according to the type of media prevailing in
communication:
Media type: “Overall” towards the towards the Clever
Purposeful
“TRADITIONAL
MEDIA”
ATL
159
- TV advert. ● ●
- Print advert. ● ●
- PR (press office) ● ● ●
BTL
- Contact events ● ● ●
- Edu-trips & ● ●
seminars
“NEW MEDIA”
DIGI
- Online advert. ● ● ●
- Web & social ● ● ●
- Webinars ● ●
The media will also differ slightly in the two target EU member states of the project, but
at the same time, we will use the linguistic kinship of communication and media overlap
from Czech republic to Slovakia and back (from one state to another):
Media type: Czech republic Slovakia
“TRADITIONAL MEDIA” ● ●
ATL ● ●
- TV advert. ● ●
- Print advert.
- PR (press office) ● ●
BTL ●
- Contact events ●
- Edu-trips & seminars ● ●
“NEW MEDIA” ●
DIGI ●
- Online advert.
- Web & social
- Webinars
In the context of the planned project objectives its activities are divided into more
economic (call-to-action) vs. more informational (building awareness):
Media type: “economic goals” (call-to- “Informational goals” (building
action) awareness)
“TRADITIONAL MEDIA”
160
ATL
- TV advert. ● ●
- Print advert. ● ●
- PR (press office) ● ●
BTL
- Contact events ● ●
- Edu-trips & seminars ●
“NEW MEDIA”
DIGI
- Online advert. ● ●
- Web & social ●
- Webinars ●
All activities will appropriately complement the existing activities of the Agrarian
Chamber of the Czech republic aimed at supporting the agricultural sector in general and
also the Common Agricultural Policy and its current challenges (“European Agriculture
2020: facing the new challenges”).
Key visual *
* Note: The graphics elements below and following key visuals are exemplary for the major
EU agricultural production areas. Applications for individual agricultural and food products
(meat, milk and dairy products, fruits, oils and wine) will be based on them.
Main communication visual develops fundamental idea of the project and its messages and
will be further adapted to individual communication channels and tools.
It communicates diversity, quality and safety of the European agricultural products through
stylized EU flag in blue & yellow colours – in the form of a table, tablecloth and plates on
which concrete agricultural products are used / displayed as needed …
161
162
This visual element is complemented by stylized logo of the project (logo is shown for
example in various colour combinations) …
163
Final key-visual sets all of this in the context of agricultural land in the lush green with animals
(symbolic of quality, safety a sustainability of both crop and livestock agricultural production
in the Union). The project website (www.bornin.eu) and logo “Enjoy it´s from Europe” are
also implemented …
164
project website
key message / headline
stylized graphical symbol
„Enjoy“ logo & co-financing
Specific products used in the visual communication
Within the visual communication of the project we will use selected agricultural products of
the Union – both crop and livestock production, i.e.:
Meat – fresh, chilled or frouzen (pork, beef, poultry and fish)
Milk and dairy products – fresh and dried
165
Fruits
Oils
Wine
RESUME (4.)
Within a clearly defined strategy of the project (with objectives and
targets) we will communite tradition, diversity, quality and safety
of agricultural products from the Union with the main motto „Born
in the EU“ through tactically selected media mix with strong visual,
information and call-to-action aspects.
5. EU dimension of the project
The project is based on the promotion of modern European agriculture, its methods
and products in two countries that are members of the European Union since 2004.
Although the level of agricultural trade with other EU Member States is high, there is
potential for further increase of its market share with benefits both for local agri-
producers as well as importers of agricultural products from other EU member
countries.
The project will emphasize the specific methods of agricultural production in the whole
Union:
Safety and traceability of origin
Uniqueness and variability of products
Animal welfare
Environmentally friendly production
Sustainability and rational management
Care for the landscape and its features
Protection and utilization of water resources
Call to tackle climate change
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Up-to-date life in the country
It will also present unique features of EU agricultural products to support their choice by the
consumers:
Quality, taste & safety (with the aim is to emphasize the quality of agricultural
and food products "from field to fork", using both primary agricultural experts
and the quality of agricultural products as well as specialists with knowledge of
the technology of food processing and analytical chemists and nutrition experts
focusing on European food quality and safety)
Tradition and diversity
Sustainability
Project will communicate types of European agricultural production and the challenges of
the CAP ("European Agriculture 2020”), i.e.:
Conventional vs. sustainable vs. organic farming within the EU incl. new types
(integrated, precise etc.)
Characteristics of European agricultural production - productivity and innovation,
tradition, diversity and quality of both crop and livestock products (mainly meat,
milk and dairy products, fruits, oils and wine, emphasizing their added value)
The future of EU agriculture in the context of the growth in world population, climate
change and sustainable management of natural resources, landscape management
across the EU and maintaining viable rural economy
Increase awareness of European agriculture as an attractive "profession" for young
generation
RESUME (5.)
The project is clearly focused on the promotion of quality
agricultural production from the Union, helping to strengthen the
market position of both local producers as well as producers from
other EU member states. The benefits for all EU agricultural
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producers prove the legitimacy of co-financing of the project by
the EU.
6. Description of activities and budget split
Within the project, we will implement a total of nine highly efficient activities to which
the corresponding cost-effective budgets are associated.
I. TV ADVERTISING / SPONSORING
Specific objectives:
5 sponsoring of nationwide TV programs (with thematic focus on cooking & lifestyle), 3 in
Czech Republic + 2 in Slovakia, 55+30 TRPs (“the Purpuseful”) cumulated - the relevant TV
channels are TV Nova (with approx. 29 % of market share), Czech Television (28 %) and
FTV Prima (21 %) in the Czech Republic and TV Markíza (30 %), TV Joj (22 %) and Slovak
Television (12 %) in Slovakia.
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Description of activity:
Activity consists of:
Production of 10” sponsorship spot – 2 variants
Media costs of 5 sponsorships
Key message:
European agriculture is a modern (up-to-date) sector of the Union economy with traditional,
diverse, safe and sustainable production of top-quality and tasty agricultural and food
products for all (smart) consumers. Find out more about this products and how they are born
in the EU at www.bornin.eu. Enjoy it´s from Europe.
(Link directs consumers to the project web that will provide complete information about the
specifics and quality of European agricultural production and its individual products &
categories.)
Deliverables:
YEAR 1
2 sponsorship spots (10”) production – CZ + SK
1 sponsoring on-air – nationwide Czech TV, during Q3, goal 15 TRPs / 20 GRPs
YEAR 2
1 sponsoring on-air – nationwide Czech TV, during Q2, goal 20 TRPs / 25 GRPs
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1 sponsoring on-air – nationwide Slovak TV, during Q3, goal 15 TRPs / 20 GRPs
YEAR 3
1 sponsoring on-air – nationwide Czech TV, during Q3, goal 20 TRPs / 25 GRPs
1 sponsoring on-air – nationwide Slovak TV, during Q3, goal 15 TRPs / 20 GRPs
Budget analysis:
Budget-split for the activity:
Production of 10” sponsorship spot (2 variants) = 11.000 €
Media costs of 1. TV sponsorship in CZ Y1 = 27.000 €
Media costs of 2. TV sponsorship in CZ Y2 = 33.000 €
Media costs of 3. TV sponsorship in CZ Y3 = 33.000 €
Media costs of 1. TV sponsorship in SK Y2 = 22.000 €
Media costs of 2. TV sponsorship in SK Y2 = 22.000 € Total
budget for the activity (Y1-Y3):
Total = 148.000 €, of which:
- 104.000 € Czech Republic
- 44.000 € Slovak Republic
Implementation:
Implementing body 1
Graphic illustration:
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II. PRINT ADVERTISING
Specific objectives:
7 print advertising campaigns in nationwide titles (with thematic focus on cooking & lifestyle
and affinity to our target group /TAI/ > 1,2), 5 in Czech Republic + 2 in Slovakia, 55+20
TRPs (“the Purpuseful”) cumulated – relevant media houses are Bauer Media, Borgis, Burda
Praha, Czech News Center, Mafra, Mlada fronta and Vltava Labe Media with titles with a
total readership of 5,7 million in Czech republic and Slovakia.
Description of activity:
Activity consists of:
DTP – production of print ads. (all requested variants – 1/1 and/or 1/2 and/or 1/3
and/or 1/4)
Media costs of 7 print ads. campaigns
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Key message:
European agriculture is a modern (up-to-date) sector of the Union economy with traditional,
diverse, safe and sustainable production of top-quality and tasty agricultural and food
products for all (smart) consumers. Find out more about this products and how they are born
in the EU at www.bornin.eu. Enjoy it´s from Europe.
(Link directs consumers to the project web that will provide complete information about the
specifics and quality of European agricultural production and its individual products &
categories.)
Deliverables:
YEAR 1
DTP
2 print ads. campaigns – Czech lifestyle/cooking print media, during Q2 and Q3, goal
20 TRPs / 25 GRPs
1 print ads. campaign – Slovak lifestyle/cooking print media, during Q3, goal 10
TRPs / 15 GRPs
YEAR 2
1 print ads. campaign – Czech lifestyle/cooking print media, during Q2, goal 15
TRPs / 25 GRPs
1 print ads. campaign – Slovak lifestyle/cooking print media, during Q3, goal 10
TRPs / 15 GRPs
YEAR 3
2 print ads. campaigns – Czech lifestyle/cooking print media, during Q2 and Q3, goal
20 TRPs / 25 GRPs
Budget analysis:
Budget-split for the activity:
DTP = 4.000 €
Media costs of 1. print ads. campaign in CZ Y1 = 16.000 €
Media costs of 2. print ads. campaign in CZ Y1 = 15.000 €
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Media costs of 3. print ads. campaign in CZ Y2 = 25.000 €
Media costs of 4. print ads. campaign in CZ Y3 = 15.000 €
Media costs of 5. print ads. campaign in CZ Y3 = 16.000 €
Media costs of 1. print ads. campaign in SK Y1 = 14.000 €
Media costs of 2. print ads. campaign in SK Y2 = 14.000 € Total
budget for the activity (Y1-Y3):
Total = 119.000 €, of which:
- 91.000 € Czech Republic
- 28.000 € Slovak Republic
Implementation:
Implementing body 1
Graphic illustration:
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III. PR ACTIVITES (PRESS-OFFICE)
Specific objectives:
Continuous work with all relevant print & online Czech and Slovak media and influencers (with
focus on lifestyle and high affinity both to target group of “the Purposeful” as well as “the
Clever”) with min. 15 media outputs per month in average (i.e. > 540 PR outputs within the
project with media value of more than
€ 400.000), 22 press-events and up to 20 special media-projects (advertorials)
Description of activity:
Activity consists of:
Media-relations with relevant journalists and bloggers (media-lists and their updates,
media contacts through phone calls, e-mails and personal meetings, getting feedback
and requests from the media/journalists and so on)
Drafting and launching press releases and factsheets
Organisation of interviews with project ambassadors
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Drafting and costs of advertorials
Production of press-events in Prague & Bratislava - in these two cities the editorial
offices of almost 95% of the relevant media are based (preparation of press materials
and media kits, production of event incl. technics and light snacks, follow-up after
each event)
Collection and analysis of media clippings (media monitoring) on monthly basis
Key messages:
(1) European agriculture is a modern (up-to-date) sector of the Union economy with
traditional, diverse, safe and sustainable production of top-quality and tasty agricultural and
food products for all (smart) consumers. Find out more about this products and how they are
born in the EU at www.bornin.eu. Enjoy it´s from Europe.
(2) European agriculture offers a diverse range of quality and safe products from which
you always choose the best for you and your family. Choose the products born in the EU.
www.bornin.eu. Enjoy it´s from Europe.
(3) European agriculture is a modern and promising sector, producing a wide range of quality
products through its up-to-date methods and procedures. Get more information so you can
decide whether to become a part of its “the born in the EU” story. www.bornin.eu. Enjoy it´s
from Europe.
(Link directs consumers to the project web that will provide complete information about the
specifics and quality of European agricultural production and its individual products &
categories.)
PR platform allows to communicate to target group „complete message“ and all necessary
(and detailed) topics related to aspects and characteristics of European agriculture and its
individual products / categories.
Deliverables:
YEAR 1
175
Continuous media-relations with 35 CZ + SK media and influencers or more
associated with provision of at least 180 non-paid (PR) media outputs with media
value of 110.000+ €
Min. 6 different media-topics / press-releases
6 (4+2) media-projects based on advertorials in relevant nationwide Czech and Slovak
media (CZ in Q1, Q2, Q3 and Q4, SK in Q2 and Q3) with 10 TRPs / 15 GRPs
4 press-events in Czech rep. (all in Prague, in Q1, Q2, Q3 and Q4) and 3 press-events
in Slovakia (all in Bratislava, in Q2, Q3 and Q4) with participation of at least 20
(CZ) / 13 (SK) journalists at each event and publication of 15+ non-paid PR articles
YEAR 2
Continuous media-relations with 45 CZ + SK media and influencers or more
associated with provision of at least 180 non-paid (PR) media outputs with media
value of 130.000+ €
Min. 6 different media-topics / press-releases
5 (4+1) media-projects based on advertorials in relevant nationwide Czech and Slovak
media (CZ in Q1, Q2, Q3 and Q4, SK in Q2) with 8 TRPs / 12 GRPs
4 press-events in Czech rep. (all in Prague, in Q1, Q2, Q3 and Q4) and 2 press-events
in Slovakia (all in Bratislava, in Q1 and Q3) with participation of at least 20 (CZ) /
13 (SK) journalists at each event and publication of 15+ non-paid PR articles
YEAR 3
Continuous media-relations with 50 CZ + SK media and influencers or more
associated with provision of at least 180 non-paid (PR) media outputs with media
value of 160.000+ €
Min. 6 different media-topics / press-releases
6 (4+2) media-projects based on advertorials in relevant nationwide Czech and Slovak
media (CZ in Q1, Q2, Q3 and Q4, SK in Q3 and Q4) with 13 TRPs / 18 GRPs
4 press-events in Czech rep. (all in Prague, in Q1, Q2, Q3 and Q4) and 2 press-events
in Slovakia (all in Bratislava, in Q1 and Q3) with
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participation of at least 20 (CZ) / 13 (SK) journalists at each event and
publication of 15+ non-paid PR articles
Budget analysis:
Budget-split for the activity:
Continuous press-office (media-relations) incl. press-releases, interviews, work with
media & bloggers, drafting of advertorials and media monitoring Y1 = 26.500 € (132,5
days x 200 € / person-day)
Continuous press-office (media-relations) incl. press-releases, interviews, work with
media & bloggers, drafting of advertorials and media monitoring Y2 = 28.000 € (140,0
days x 200 € / person-day)
Continuous press-office (media-relations) incl. press-releases, interviews, work with
media & bloggers, drafting of advertorials and media monitoring Y3 = 29.000 € (145,0
days x 200 € / person-day)
Costs of 6 media-project (advertorials) Y1 = 17.500 € (7x 2.500)
Costs of 5 media-project (advertorials) Y2 = 12.500 € (5x 2.500)
Costs of 6 media-project (advertorials) Y3 = 20.000 € (8x 2.500)
Costs of 7 press-events Y1 = 14.000 € (7x 2.000)
Costs of 6 press-events Y2 = 12.000 € (6x 2.000)
Costs of 6 press-events Y3 = 12.000 € (6x 2.000) Total
budget for the activity (Y1-Y3):
Total = 171.500 €, of which:
- 116.500 € Czech Republic
- 55.000 € Slovak Republic
Implementation:
Implementing body 1
Graphic illustration:
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IV. CONTACT EVENTS
Specific objectives:
Presentation of the project on the most important agricultural exhibition / fair “Zeme
Zivitelka” in Ceske Budejovice (one time per year, i.e. 3x during the project) and a total of 12
contact events at secondary schools with the participation of 450+ students.
Description of activity:
Activity consists of:
Presentation on “Zeme zivitelka” exhibition / fair both for agri- professionals and
public 1 time per year (one of the largest and most visited fairs within the Czech
republic with a history since 1973 and with a regular number of visitors reaching or
exceeding one hundred thousand) - renting of exhibition space and exhibition facilities
incl. branding, personnel (salaries, accommodation, transport), tastings, competition
for visitors
4 contact events per year at selected secondary schools – promotional stand,
personnel (salaries, accommodation, transport), tastings - in the
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most significant towns of the Czech Republic with a population of over 50
thousand inhabitants
Key-messages:
(1) European agriculture is a modern (up-to-date) sector of the Union economy with
traditional, diverse, safe and sustainable production of top-quality and tasty agricultural and
food products for all (smart) consumers. Find out more about this products and how they are
born in the EU at www.bornin.eu. Enjoy it´s from Europe.
(2) European agriculture offers a diverse range of quality and safe products from which
you always choose the best for you and your family. Choose the products born in the EU.
www.bornin.eu. Enjoy it´s from Europe.
(3) European agriculture is a modern and promising sector, producing a wide range of quality
products through its up-to-date methods and procedures. Get more information so you can
decide whether to become a part of its “the born in the EU” story. www.bornin.eu. Enjoy it´s
from Europe.
(Link directs consumers to the project web that will provide complete information about the
specifics and quality of European agricultural production and its individual products &
categories.)
Contact events allow to communicate to target group „extended message“ with the most
important topics related to aspects and characteristics of European agriculture and its
individual products / categories.
Deliverables:
YEAR 1
Presentation on “Zeme zivitelka” exhibition in August / Q3 in Ceske Budejovice
(providing information, tastings, competition, distribution of merchandise) with at
least 15.000 contacted, respectively interviewed persons
Series of 4 contact events in CZ (2x Prague, 2x Brno) at secondary schools with the
participation of 150+ students
YEAR 2
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Presentation on “Zeme zivitelka” exhibition in August / Q3 in Ceske Budejovice
(providing information, tastings, competition, distribution of merchandise) with at
least 15.000 contacted, respectively interviewed persons
Series of 4 contact events in CZ (1x Ostrava, 1x Olomouc, 1x Hradec Kralove, 1x
Liberec) at secondary schools with the participation of 150+ students
YEAR 3
Presentation on “Zeme zivitelka” exhibition in August / Q3 in Ceske Budejovice
(providing information, tastings, competition, distribution of merchandise) with at
least 15.000 contacted, respectively interviewed persons
Series of 4 contact events in CZ (1x Ceske Budejovice, 1x Plzen, 1x Karlovy
Vary, 1x Usti nad Labem) at secondary schools with the participation of
150+ students
Budget analysis:
Budget-split for the activity:
Presentation on “Zeme zivitelka” exhibition (costs of exhibition space
and facilities rental, personnel costs, costs of tastings) Y1 = 21.000 €
Presentation on “Zeme zivitelka” exhibition (costs of exhibition space and
facilities rental, personnel costs, costs of tastings) Y2 = 21.000 €
Presentation on “Zeme zivitelka” exhibition (costs of exhibition space
and facilities rental, personnel costs, costs of tastings) Y3 = 21.000 €
Series of 4 contact events at secondary schools (costs of promotional stand,
transport, personnel costs, costs of tastings) Y1 = 14.000 € (2x 3.000 + 2x 4.000)
Series of 4 contact events at secondary schools (costs of promotional stand,
transport, personnel costs, costs of tastings) Y2 = 16.000 € (4x 4.000)
Series of 4 contact events at secondary schools (costs of promotional stand,
transport, personnel costs, costs of tastings) Y3 = 16.000 € (4x 4.000)
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Total budget for the activity (Y1-Y3):
Total = 109.000 €, of which:
- 109.000 € Czech Republic
- 0 € Slovak Republic
Implementation:
Implementing body 1
Graphic illustration:
V. EDUCATIONAL TRIPS & SEMINARS
Specific objectives:
Educational (or study) trips for secondary school students (with an agricultural focus) to
selected agricultural producers in the Union, specializing in the production of poultry, pork
and beef and / or fish, milk and dairy products, fruits, oils and wine of the highest EU quality
EU – in the Czech republic, Slovakia, Austria, Poland, Hungary or Germany – in the number
of 3 from the Czech Republic and one from Slovakia (with the total attendance of min. 100
students) and informational seminars again for students of these schools – 4 in the Czech
Republic and 1 in Slovakia (with the attendance of 250+ students)
181
Description of activity:
Activity consists of:
Four (3+1) educational / study trips to selected agri-producers in the Union for
secondary school students (complete trip incl. co-operation with agrarian experts,
respectively producers)
Five (4+1) educational / informational seminars at selected secondary schools
(again incl. co-operation with agrarian experts)
Key-message:
European agriculture is a modern and promising sector, producing a wide range of quality
products through its up-to-date methods and procedures. Get more information so you can
decide whether to become a part of its “the born in the EU” story. www.bornin.eu. Enjoy it´s
from Europe.
(Link directs consumers to the project web that will provide complete information about the
specifics and quality of European agricultural production and its individual products &
categories.)
Educational trips and seminars allow to communicate to target group
„extended message“ with the most important topics related to aspects and
characteristics of European agriculture and its individual products / categories.
Deliverables:
YEAR 1
1 educational / study trip for at least 25 students in CZ
1 educational / informational seminar for at least 50 students in CZ YEAR 2
1 educational / study trip for at least 25 students in CZ
2 educational / informational seminar for at least 100 students in CZ+SK (1+1)
YEAR 3
2 educational / study trips for at least 25+25 students in CZ+SK (1+1)
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2 educational / informational seminar for at least 100 students both in CZ
Budget analysis:
Budget-split for the activity:
Educational trip (cost of travel, accommodation and cooperating specialists /
producers) Y1 = 26.500 €
Educational trip (cost of travel, accommodation and cooperating specialists /
producers) Y2 = 31.500 €
2 educational trips (cost of travel, accommodation and cooperating specialists /
producers) Y3 = 53.000 €
Educational seminar (cost of organisation, travel and co-operation with
agrarian expert) Y1 = 5.000 €
2 educational seminars (cost of organisation, travel and co-operation
with agrarian expert) Y2 = 10.000 €
2 educational seminars (cost of organisation, travel and co-operation with agrarian
expert) Y2 = 10.000 €
Total budget for the activity (Y1-Y3):
Total = 136.000 €, of which:
- 104.500 € Czech Republic
- 31.500 € Slovak Republic
Implementation:
Implementing body 1
Graphic illustration:
183
VI. ONLINE ADVERTISING
Specific objectives:
6 online advertising campaigns on relevant webs with high traffic (thematic focus on
women, lifestyle & cooking) - 4 in Czech Republic and 2 in Slovakia
184
with reach at least 2,5 mio. RU from our target groups (cumulated) – relevant web platforms
groups are seznam.cz & zoznam.sk, novinky.cz, idnes.cz, blesk.cz, aktualne.cz, sme.sk and
other lifestyle media.
Description of activity:
Activity consists of:
DTP – production of online ads. (all requested variants – square, rectangle, wide
rectangle, full-page advertisement, large mobile banner etc.)
Media costs of 6 online ads. campaigns
Key message(s):
European agriculture is a modern (up-to-date) sector of the Union economy with traditional,
diverse, safe and sustainable production of top-quality and tasty agricultural and food
products for all (smart) consumers. Find out more about this products and how they are born
in the EU at www.bornin.eu. Enjoy it´s from Europe.
(Link directs consumers to the project web that will provide complete information about the
specifics and quality of European agricultural production and its individual products &
categories.)
Deliverables:
YEAR 1
DTP
1 online ads. campaign CZ with reach > 500.000 RU YEAR
2
1 online ads. campaign CZ with reach > 500.000 RU
1 online ads. campaign SK with reach > 350.000 RU YEAR
3
2 online ads. campaigns CZ with reach > 800.000 RU
1 online ads. campaign SK with reach > 350.000 RU
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Budget analysis:
Budget-split for the activity:
DTP = 4.000 €
Media costs of 1. online ads. campaign in CZ Y1 = 3.500 €
Media costs of 2. online ads. campaign in CZ Y2 = 4.500 €
Media costs of 3. online ads. campaign in CZ Y3 = 3.000 €
Media costs of 4. online ads. campaign in CZ Y3 = 3.000 €
Media costs of 1. online ads. campaign in SK Y2 = 2.500 €
Media costs of 1. online ads. campaign in SK Y3 = 2.500 €
Total budget for the activity (Y1-Y3):
Total = 23.000 €, of which:
- 18.000 € Czech Republic
- 5.000 € Slovak Republic
Implementation:
Implementing body 1
Graphic illustration:
VII. WEB & SOCIAL
186
Specific objectives:
Production of up-to-date websites in CZ and SK language versions (for both classical and
mobile browsers) with interactive content and its regular updates, reaching at least 0,8 mio.
visits from both target groups within the project plus project presentation on selected social
networks (Facebook & Instagram) also with regular updates
Description of activity:
Activity consists of:
Complete production of project websites (graphics, programming, debugging)
and their regular updates on a weekly basis – CZ www.zrozenoV.eu, SK
www.zrodeneV.eu (= translation of www.bornin.eu)
Creation of project profiles on two social networks – Facebook and Instagram, their
regular updates on a daily / weekly basis (depending on situation) and interactive
communication with target groups (esp. younger categories and students)
Key-messages:
(1) European agriculture is a modern (up-to-date) sector of the Union economy with
traditional, diverse, safe and sustainable production of top-quality and tasty agricultural and
food products for all (smart) consumers. Find out more
187
about this products and how they are born in the EU at www.bornin.eu. Enjoy
it´s from Europe.
(2) European agriculture offers a diverse range of quality and safe products from which
you always choose the best for you and your family. Choose the products born in the EU.
www.bornin.eu. Enjoy it´s from Europe.
(3) European agriculture is a modern and promising sector, producing a wide range of quality
products through its up-to-date methods and procedures. Get more information so you can
decide whether to become a part of its “the born in the EU” story. www.bornin.eu. Enjoy it´s
from Europe.
(Link directs consumers to the project web that will provide complete information about the
specifics and quality of European agricultural production and its individual products &
categories.)
Web and social platforms allow to communicate to target „complete message“ and all
necessary (and detailed) topics related to aspects and characteristics of European agriculture
and its individual products / categories.
Deliverables:
YEAR 1
Production of project websites with at least 60 regular content updates - achieving min.
200,000 web visitors
Creation of project profiles (Facebook & Instagram) with at least 60 content
updates
YEAR 2
Technical update of project websites with at least 60 regular content updates -
achieving min. 300,000 web visitors
At least 60 updates of project profiles on social networks (Facebook & Instagram)
YEAR 3
Technical update of project websites with at least 60 regular content updates -
achieving min. 300,000 web visitors
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At least 60 updates of project profiles on both social networks (Facebook & Instagram)
Budget analysis:
Budget-split for the activity:
Production of websites Y1 = 7.500 €
Website content updates and hosting Y1 = 5.000 €
Project profiles on social networks and their updates Y1 = 2.500 €
Technical update of project website and its content regular updates plus
hosting Y2 = 3.500 €
Updates of profiles on social networks Y2 = 2.500 €
Technical update of project website and its content regular updates plus
hosting Y3 = 3.500 €
Updates of profiles on social networks Y3 = 2.500 €
Total budget for the activity (Y1-Y3):
Total = 27.000 €, of which:
- 17.250 € Czech Republic
- 9.750 € Slovak Republic
Implementation: Implementing body
1
Graphic illustration:
189
VIII. WEBINARS
Specific objectives:
Production of five online webinars in Czech Republic focusing on selected agricultural
topics during the project with a cumulative online attendance of min. 1.000 people
Description of activity:
Activity consists of:
Production of webinars (using online platform DimDim, GoToWebinar, Webex or
similar) with length of 60-75 minutes
Supplementing of webinar by online survey and shared whiteboards to further
increase interactivity and deepening experience
Recording of throughout webinar and sharing of this video on the selected site
(YouTube or Google Video)
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Key-messages:
(1) European agriculture is a modern (up-to-date) sector of the Union economy with
traditional, diverse, safe and sustainable production of top-quality and tasty agricultural and
food products for all (smart) consumers. Find out more about this products and how they are
born in the EU at www.bornin.eu. Enjoy it´s from Europe.
(2) European agriculture is a modern and promising sector, producing a wide range of quality
products through its up-to-date methods and procedures. Get more information so you can
decide whether to become a part of its “the born in the EU” story. www.bornin.eu. Enjoy it´s
from Europe.
(Link directs consumers to the project web that will provide complete information about the
specifics and quality of European agricultural production and its individual products &
categories.)
Webinars allow to communicate to target „complete message“ and all necessary (and
detailed) topics related to aspects and characteristics of European agriculture and its
individual products / categories.
Deliverables:
YEAR 1
One interactive webinar with attendance of min. 150 people YEAR 2
Two interactive webinars with attendance of min. 200 people each YEAR 3
Two interactive webinars with attendance of min. 200-250 people each
Budget analysis:
Budget-split for the activity:
All-inclusive production of one webinar (with survey and recording) Y1 =
5.000 €
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All-inclusive production of two webinars (with surveys and recordings) Y2
= 10.000 €
All-inclusive production of two webinars (with surveys and recordings) Y2
= 10.000 €
Total budget for the activity (Y1-Y3):
Total = 25.000 €, of which:
- 25.000 € Czech Republic
- 0 € Slovak Republic
Implementation:
Implementing body 1
Graphic illustration:
IX. MERCHANDISE
Specific objectives:
Production of “eco-friendly” promotional merchandise with logo of the project for effective
use within other activities (especially activities III. PR / press-office,
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IV. contact events and V. trips and seminars) in a total quantity of 45.000 pieces.
Merchandise will be produced in Czech Republic and used in both countries.
Description of activity:
Activity consists of:
Small promotional items with practical character, e.g. cheese scraper, apple slicer, herb
scissor etc. (useful in everyday life, relevant to content of the project) count of 40.000
units
Greater promotional items with educational character, e.g. calendars and/or planners
with extended information about European agriculture (useful when learning, relevant
to content of the project) count of 4.000 pieces
Tailor-made promotional items for special occasions, e.g. premium cloth shopping
bags in project design promotion the Union and its agriculture and food products of
the highest quality (relevant to content of the project) count of 1.000 pieces
Deliverables:
YEAR 1
Production of small promotional items – 20.000 units
Production of greater promotional items – 2.000 units
Production of tailor-made promotional items – 500 units YEAR 2
Production of small promotional items – 10.000 units
Production of greater promotional items – 1.000 units
Production of tailor-made promotional items – 500 units YEAR 3
Production of small promotional items – 10.000 units
Production of greater promotional items – 1.000 units
Budget analysis:
193
Budget-split for the activity:
Small promo-items (production) Y1 = 20.000 €
Greater promo-items (production) Y1 = 4.000 €
Tailor-made promo-items (production) Y1 = 3.500 €
Small promo-items (production) Y2 = 10.000 €
Greater promo-items (production) Y2 = 2.000 €
Tailor-made promo-items (production) Y2 = 3.500 €
Small promo-items (production) Y3 = 10.000 €
Greater promo-items (production) Y3 = 2.000 € Total
budget for the activity (Y1-Y3):
Total = 55.000 €, of which:
- 55.000 € Czech Republic
- 0 € Slovak Republic
Implementation:
Implementing body 1
Graphic illustration:
(example of cloth shopping bag – front side in the Union design, back side with project logo & graphics)
194
Overall timing of activities:
Period: Activity:
YEAR QUARTER I. TV II. PRINT III. PR IV. V. TRIPS VI. VII. VIII. IX.
CONTACT & ONLINE WEB/SOC WEBINAR MERCHA
EVENTS SEMINAR IAL S NDISE
S
Y1 Q1 CZ CZ CZ
Q2
Q3 SK SK
Q4
CZ CZ CZ CZ CZ CZ
Y2 Q1
Q2 SK SK
Q3
Q4 CZ CZ CZ CZ CZ CZ
Y3 Q1 SK SK SK SK
Q2
Q3 CZ CZ CZ
Q4
SK SK
CZ CZ CZ
SK SK
CZ CZ CZ CZ CZ CZ CZ
SK SK SK
CZ CZ CZ CZ CZ
SK SK SK SK SK
CZ CZ CZ
SK SK
CZ CZ CZ CZ
SK SK
CZ CZ CZ CZ CZ CZ CZ
SK SK SK SK
CZ CZ CZ CZ CZ CZ
SK SK SK
CZ CZ CZ
SK SK
Extent of communication by media type:
195
Media: Communication format: Extent of communication:
TV advert simple / basic message
sponsorship simple / basic message
Print advert simple / basic message; extended message
PR PR article complete message
Contact events exhibition extended message
school event extended message; complete message
Edu-trips & seminars edu-trip extended message
edu-seminar extended message; complete message
Online advert simple / basic message
Web & social web complete message
social extended message
Webinars webinar extended message; complete message
Merchandise merchandise -
Summary of budget for activities according to the target country:
Czech Republic 640.250 €
Slovak Republic 173.250 €
RESUME (6.)
We will implement nine different types of marketing activities
during the project with the general budget of € 813.500, of which €
148.000 invested in television advertising, € 119.000 in print
advertising, € 171.500 into PR activities, € 109.000 in contact
events, € 136.000 in educational trips & seminars, € 23.000 in online
advertising, € 27.000 in web & social media, € 25.000 in webinars
and € 55.000 in promotional merchandise.
7. Measurement of results and impact indicators
The project will ensure continuous and consistent measurement of project results and
impacts both in the Czech Republic and Slovakia.
196
Increase in the value of the market with agricultural products from the Union in targeted
countries by +5 % in the three-year horizon, of which +3,5 % induced by the project (and
+1,5 % organic) is set as “economical return”:
Year: Market value (million €) - estimated
2017 (organic) (with the project)
2018 18.091,9 -
2019 (Y1)
2020 (Y2) 18.159,7 -
2021 (Y3)
18.227,5 18,438,7
18.295,4 18.708,3
18.363,3 18.996,5
Fulfilling of the economic goals will be evaluated at the end of each period of the project
(Y1-Y3), according to available official statistical data on the performance of the
agricultural market and the share of home produced plus imported products from other
countries from the Union.
Increase of awareness of quality and diversity of agricultural products from the Union and
specific European agriculture production methods in target groups of the Purposeful & the
Clever (64,5% of total population, i.e. 10,25 million inhabitants of the Czech and Slovak
republics) by +45 % is set as “informative return”:
Year: Awareness increase approval (million people
from TGs)
2015
2021 passed failed
1,33 8,92
1,93 8,32
The results will be evaluated by the comparison of three new representative surveys (Czech
and Slovak population – the Purposeful & Clever, representative samples 800+ respondents,
2015 vs. end of year 2019 / 2020 / 2021, Respond & Co.) that will ask for:
- awareness of the agricultural production in the EU (its diversity / quality / safety /
sustainability)
- awareness of nature-friendly production methods (incl. animal welfare) in
197
European agricultural production
- preference to purchase & consume quality products of European agriculture in comparison
to products from other (non-EU) states and regions
- willingness to pay some extra for “EU agriculture quality”
Evaluation of specific objectives for each group of proposed activities
I. TV ADVERTISING
Type of indicator Indicator Quantity
Output 180
Result Nr. of TV spots aired 90
Impact TRPs (cumulated)
(rate 3 % from TRPs)
Awareness changed (nr. of 300.000
people that changed
opinion)
II. PRINT ADVERTISING
Type of indicator Indicator Quantity
Output 75
Result Nr. of print adverts 75
Impact (rate 3 % from TRPs)
TRPs (cumulated) 250.000
Awareness changed (nr. of
people that changed
opinion)
III. PR ACTIVITIES (PRESS OFFICE)
Type of indicator Indicator Quantity
Output Nr. of media outputs and 540
advertorials
Result 16.900.000
Impact Number of views (rate 5% from views)
600.000
Awareness changed (nr. of
people that changed
opinion)
IV. AND V. CONTACT EVENTS & EDUCATIONAL TRIPS AND SEMINARS
Type of indicator Indicator Quantity
198
Output Nr. of “respondents” 78.000
Result
Impact Interactive contacts 39.000
Awareness changed (nr. of (rate 10 % from
people that changed contacts)
opinion) 3.900
VI. ONLINE ADVERTISING
Type of indicator Indicator Quantity
Output Nr. of impressions 25.000.000
Result 1.250.000
Impact Views / clicks (rate 1 % from views/clicks)
Awareness changed (nr. of 12.500
people that changed
opinion)
VII. WEB & SOCIAL Indicator Quantity
Nr. of visitors 800.000
Type of indicator
Output “Interactivity” 250.000
Result
Impact Awareness changed (nr. of (rate 10% from
people that changed “interactivite”)
opinion) 25.000
VIII. WEBINARS Indicator Quantity
1.000
Type of indicator Nr. of persons involved 900
Output (rate 20% from
Result “Interactivity” “interactivity”)
Impact Awareness changed (nr. of 180
people that changed
opinion)
IX. MERCHANDISE
(not measured, effect occurs under use within previous activities)
199
RESUME (7.)
During the project we will carefully monitor both indicators of
informative and economical returns of the project through
collection and evaluation of official statistical data (market share
of agricultural produce from the EU and from countries outside
the EU in the Czech Republic and Slovak Republic) and surveys
on the increase of awareness of the quality and diversity of
agricultural products from the Union with professional partner –
research company Respond & Co.
8. Project organisation and management structure
During the implementation of the project, its professional management and execution
will be ensured by a team of experienced staff.
Project management tools
Within the project there will be used both tools, defining the exact activities in subsequent
periods, as well as tools, summarizing the activities already carried incl. finances and their
efficiency.
For each quarter we will compile “Activity plan” incl. the expected budget. The plan will be
prepared in close cooperation of proposing organization with implementing and supervisory
bodies. This plan will be prepared and approved in advance at least one month before the
beginning of each quarter, and will include:
(a) list of all planned activities
(b) detailed description of each activity (e.g. for TV sponsoring campaign its dates, scope,
specific media used and expected effectiveness)
(c) cost estimate / budget broken down by planned activities
200
We will also prepare “Interim evaluation report” for each preceding quarter with detailed
summary of drawn funds in a similar structure to “Activity plan” to be able to take the
simplest comparison and evaluation.
After the end of each year of the project we will compile “Yearly evaluation report” and
annual financial statement, which will be submitted to the supervising body for approval.
Persons responsible for project management
The structure of management and implementation team of proposing organisation:
Project manager – Ing. Jiri Felcarek
The person responsible for project management, coordination of implementing body and
communication with the supervising organisation.
Practice and experience:
- agricultural engineer
- almost 20 years of experience in the field of agriculture and marketing
- employed by the Agricultural Chamber of the Czech Republic since 2007 (11 years)
- his job has been to coordinate projects aimed at promotion of milk and dairy products White
plus I. and White plus II., co-financed by the EU (a total of 7 years – from 2010 till 2017) and
to supervise general promotion and PR activities of the Chamber, other hedged actions are
collaborating on promotion projects “KLASA – National Quality” (14 years) and the “Regional
food” (9 years)
- he is a member of the Working Group on the issue of food quality scheme in the Czech
Republic at the Ministry of Agriculture
- he also ensures cooperation with foreign partners of the Chamber and participate at
meetings of COPA COGECA
Project implementer – Ing. Jan Dolezal
201
This person will be responsible for implementing of parts of the project that are in the
responsibility of the proposing organisation, i.e. in particular planning of activities, the visual
aspect of the project and the collection and evaluation of data.
Practice and experience:
- agricultural engineer
- 7 years of experience in the field of agriculture and communications
- employed by the Agricultural Chamber of the Czech Republic since 2014 (4 years) for the
commodity sector, legislation, studies and analyzes, internal and external communications,
rural development and landscape protection etc.
- his job is to cooperate on the external outputs, publications, yearbooks and preparing of
media assets
- he is member of the working group of the Ministry of Agriculture to prepare a national
framework of the Common Agricultural Policy, Czech agricultural policy and rural
development, member of the Commission for the Protection of Animals, a steady partner for
communication with the Czech Statistical Office, secretary of sectoral commodity councils for
cereals and oilseeds, milk, poppy, pork, beef and pork
- he is also an expert for negotiations with the authorities COPA COCEGA, Farm Europe, DG
Agri and others
Project accountant – Ing. Viera Klobouková
The person responsible for financial management and oversight of effective budget
absorption.
Practice and experience:
- agricultural engineer
- employee of the Agricultural Chamber of the Czech Republic for 22 years
- provides accounting, financial analysis, management control, projects
administration and secure seminars and meetings with partners
202
Activities carried out in connection with project implementation
Activity Frequency Inclusion of relevant organisation
proposing implementing supervising body
organisation body
Implementation daily ●●
and operational
communication
Operative weekly / ●●
meetings with the biweekly
general
supervision of the
implementation of
the project
Coordination monthly ●●
meetings with
detailed
monitoring of the
implementation of
the project incl.
disbursement of
funds
Quarterly quarterly ● ● ●
evaluation
meetings with the
preparation of the
interim evaluation
report
Yearly evaluation yearly ●●●
meetings with the
preparation of the
yearly evaluation
report
203
Guarantee for the implementation of the project on time, under budget and its
objectives
Guarantee for correct, on-time and cost-effective project implementation are both PO´s
experience with flawless implementation of previous promotional projects co-financed from
EU funds (promotional programs for milk "White plus I." and "White plus II.") as well as
experience and management skills of its employees responsible for this project.
Quality control mechanisms
Quality control is ensured by a clear system of planning and monitoring of implemented
activities and close cooperation communications between the proposing organisation and
the implementing and supervising bodies. Under this system, there can be no
underperformance or shortfall in the planned activities, as this would have been caught in
the very beginning and immediately corrected.
Risk management
During implementation of the project there can be expected three basic types of risk:
the risk of increased activity (promotion, marketing, sales) of competing producers,
i.e. importers of agricultural products from countries outside the EU
the risk of future financial crises leading to stagnation or reduction in consumer
spending on agricultural products
the risk of potential destabilization of the Union, leading to restrictions on the free
movement of goods and persons
At present, the probability of these risks is classified as relatively low.
To eliminate the risk in the first paragraph there is planned operational strengthening of
activities covered by own budget of proposing organisation,
204
resp. preparing and submitting of a new project for the promotion of specific threatened
commodities of European agricultural production.
Risks arising from the second and third paragraphs can ´t be prevented and within the project,
we could try to suppress their potential impact only (lower decline or low growth instead of
stagnation, prevention of the abolition of trade with agricultural products from the Union).
Financial viability and project financing
Agrarian Chamber of the Czech Republic is the largest and most professional organization
of farmers and associated industries in the Czech Republic with twenty five years of history.
It proves that we are a stable organization, well- established in the agrarian sector. We
declare that we have stable and sufficient sources of funding and are able to continue
operating during the entire project as well as participate in the financing of the project.
RESUME (8.)
There is ready a number of management tools as part of the project
that will guarantee its successful progress. Team of experienced
professionals from proposing body will carry-out own activities
and continuously monitor all activities of the implementing
organization. Risk management will also be implemented to
further ensure proper realization of the project and its financing.
9. Additional information
Here we provide detailed information and justification of costs in proposed detailed
budget split.
Detailed analysis and justification of costs in proposed budget split
205
PROJECT COORDINATION
Personal costs of the proposing organisation (Y1 –
42.000 €, Y2 – 42.000 €, Y3 – 42.000 €)
Process of cost calculation – personal costs: 1 person-day = 200 €, 17,5 person- days per month
(combination of project manager, implementer and accountant) = 3.500 €, 12 months = 42.000
€ per year
Other costs of project coordination
(Y1 – 40.500 €, Y2 – 10.000 €, Y3 – 10.000 €)
Process of cost calculation – subcontracting: implementing body calculation by agency hours
(strategy planner, account director, art-director, copy-writer for definition of communication
strategy and visual identity) plus additional cost for market researches in Y1, Y2 & Y3 =
40.500 € / 10.000 € / 10.000 €
PUBLIC RELATIONS
Continuous press activities / press-office (Y1 –
44.000 €, Y2 – 40.500 €, Y3 – 49.000 €)
Process of cost calculation – subcontracting: implementing body calculation by agency hours
(senior account manager and senior PR manager) plus additional cost for media-projects in
Y1, Y2 & Y3 = 44.000 € / 40.500 € / 49.000 €
Press events
(Y1 – 14.000 €, Y2 – 12.000 €, Y3 – 12.000 €)
Process of cost calculation – subcontracting: implementing body calculation by agency hours
(senior PR manager and production manager) plus additional cost for press-events Y1, Y2 &
Y3 = 14.000 € / 12.000 € / 12.000 €
WEBSITE AND SOCIAL MEDIA
Website setup, updates, maintenance
(Y1 – 12.500 €, Y2 – 3.500 €, Y3 – 3.500 €)
Process of cost calculation – subcontracting: implementing body calculation by agency hours
(senior account manager) plus additional cost for web setup, updates and maintenance for
Y1, Y2 & Y3 = 12.500 € / 3.500 € / 3.500 €
Social media – setup and posting
(Y1 – 2.500 €, Y2 – 2.500 €, Y3 – 2.500 €)
206
Process of cost calculation – subcontracting: implementing body calculation by
agency hours (social media manager) for Y1, Y2 & Y3 = 2.500 € / 2.500 € / 2.500
€
Other costs of web / social (webinars)
(Y1 – 5.000 €, Y2 – 10.000 €, Y3 – 10.000 €)
Process of cost calculation – subcontracting: implementing body calculation by agency hours
(senior account manager) plus additional cost for production of webinars for Y1, Y2 & Y3 =
5.000 € / 10.000 € / 10.000 €
ADVERTISING
Print
(Y1 – 49.000 €, Y2 – 39.000 €, Y3 – 31.000 €)
Process of cost calculation – subcontracting: implementing body calculation by agency hours
(DTP operator) plus additional cost for media for Y1, Y2 & Y3 = 49.000 € / 39.000 € /
31.000 €
TV
(Y1 – 38.000 €, Y2 – 55.000 €, Y3 – 55.000 €)
Process of cost calculation – subcontracting: implementing body calculation by agency hours
(production manager) plus additional cost for production and media for Y1, Y2 & Y3 =
38.000 € / 55.000 € / 55.000 €
Online
(Y1 – 7.500 €, Y2 – 7.000 €, Y3 – 8.500 €)
Process of cost calculation – subcontracting: implementing body calculation by agency hours
(DTP operator) plus additional cost for media for Y1, Y2 & Y3 = 7.500 € / 7.000 € / 8.500 €
COMMUNICATION TOOLS
Publications, media-kits, merchandise
(Y1 – 27.500 €, Y2 – 15.500 €, Y3 – 12.000 €)
Process of cost calculation – subcontracting: implementing body calculation by agency hours
(production manager) plus additional cost for merchandise / promotional items purchase for
Y1, Y2 & Y3 = 27.500 € / 15.500 € / 12.000 €
EVENTS
207
Stands at trade fairs
(Y1 – 21.000 €, Y2 – 21.000 €, Y3 – 21.000 €)
Process of cost calculation – subcontracting: complete cost of presentation at trade fair
(stand, logistics, personal, tastings, competitions) for Y1, Y2 & Y3 =
21.000 € per year
Seminars, workshops, trainings
(Y1 – 5.000 €, Y2 – 10.000 €, Y3 – 10.000 €)
Process of cost calculation – subcontracting: complete cost of seminars production
for Y1, Y2 & Y3 = 5.000 € / 10.000 € / 10.000 €
Study trips to Europe
(Y1 – 26.500 €, Y2 – 31.500 €, Y3 – 53.000 €)
Process of cost calculation – subcontracting: complete cost of production of
study trips for Y1, Y2 & Y3 = 26.500 € / 31.500 € / 53.000 €
Other events – contact events at secondary schools (Y1 –
14.000 €, Y2 – 16.000 €, Y3 – 16.000 €)
Process of cost calculation – subcontracting: complete cost of contact events
production for Y1, Y2 & Y3 = 14.000 € / 16.000 € / 16.000 €
EVALUATION OF RESULTS
Evaluation of results
(Y1 – 5.500 €, Y2 – 5.500 €, Y3 – 5.500 €)
Process of cost calculation – subcontracting: implementing body calculation by agency hours
in Y1, Y2 & Y3 (account director, senior account manager and data-miner) = 5.500 € per year
OTHER EGLIBLE COSTS
Other eglible costs of POs (audits, costs of pre-financing etc.) (Y1 –
14.500 €, Y2 – 12.000 €, Y3 – 12.000 €)
Process of cost calculation – other direct costs: cost of pre-financing / securing of bank
guarantee for Y1, Y2 & Y3 = 14.500 € / 12.000 € / 12.000 €
208
Section 7:
209
210
211
212
Section 8:
Project organisation and management structure
Project management tools
Within the project there will be used both tools, defining the exact activities in subsequent
periods, as well as tools, summarizing the activities already carried incl. finances and their
efficiency.
For each quarter we will compile “Activity plan” incl. the expected budget. The plan will be
prepared in close cooperation of proposing organization with implementing and supervisory
bodies. This plan will be prepared and approved in advance at least one month before the
beginning of each quarter, and will include:
(a) list of all planned activities
(b) detailed description of each activity (e.g. for TV sponsoring campaign its dates, scope,
specific media used and expected effectiveness)
(c) cost estimate / budget broken down by planned activities
We will also prepare “Interim evaluation report” for each preceding quarter with detailed
summary of drawn funds in a similar structure to “Activity plan” to be able to take the
simplest comparison and evaluation.
After the end of each year of the project we will compile “Yearly evaluation report” and
annual financial statement, which will be submitted to the supervising body for approval.
Persons responsible for project management
The structure of management and implementation team of proposing organisation:
Project manager – Ing. Jiri Felcarek
The person responsible for project management, coordination of implementing body and
communication with the supervising organisation.
Practice and experience:
- agricultural engineer
213
- almost 20 years of experience in the field of agriculture and marketing
- employed by the Agricultural Chamber of the Czech Republic since 2007 (11 years)
- his job has been to coordinate projects aimed at promotion of milk and dairy products White
plus I. and White plus II., co-financed by the EU (a total of 7 years – from 2010 till 2017) and
to supervise general promotion and PR activities of the Chamber, other hedged actions are
collaborating on promotion projects “KLASA – National Quality” (14 years) and the “Regional
food” (9 years)
- he is a member of the Working Group on the issue of food quality scheme in the Czech
Republic at the Ministry of Agriculture
- he also ensures cooperation with foreign partners of the Chamber and participate at
meetings of COPA COGECA
Project implementer – Ing. Jan Dolezal
This person will be responsible for implementing of parts of the project that are in the
responsibility of the proposing organisation, i.e. in particular planning of activities, the visual
aspect of the project and the collection and evaluation of data.
Practice and experience:
- agricultural engineer
- 7 years of experience in the field of agriculture and communications
- employed by the Agricultural Chamber of the Czech Republic since 2014 (4 years) for the
commodity sector, legislation, studies and analyzes, internal and external communications,
rural development and landscape protection etc.
- his job is to cooperate on the external outputs, publications, yearbooks and preparing of
media assets
- he is member of the working group of the Ministry of Agriculture to prepare a national
framework of the Common Agricultural Policy, Czech agricultural policy and rural
development, member of the Commission for the Protection of Animals, a steady partner for
communication with the Czech Statistical Office, secretary of sectoral commodity councils for
cereals and oilseeds, milk, poppy, pork, beef and pork
214
- he is also an expert for negotiations with the authorities COPA COCEGA, Farm Europe, DG
Agri and others
Project accountant – Ing. Viera Klobouková
The person responsible for financial management and oversight of effective budget
absorption.
Practice and experience:
- agricultural engineer
- employee of the Agricultural Chamber of the Czech Republic for 22 years
- provides accounting, financial analysis, management control, projects
administration and secure seminars and meetings with partners
Activities carried out in connection with project implementation
Activity Frequency Inclusion of relevant organisation
proposing implementing supervising body
organisation body
Implementation daily ●●
and operational
communication
Operative weekly / ●●
meetings with the biweekly
general
supervision of the
implementation of
the project
Coordination monthly ●●
meetings with
detailed
monitoring of the
implementation of
the project incl.
215
disbursement of
funds
Quarterly quarterly ● ● ●
evaluation
meetings with the
preparation of the
interim evaluation
report
Yearly evaluation yearly ●●●
meetings with the
preparation of the
yearly evaluation
report
Guarantee for the implementation of the project on time, under budget and its
objectives
Guarantee for correct, on-time and cost-effective project implementation are both PO´s
experience with flawless implementation of previous promotional projects co-financed from EU
funds (promotional programs for milk "White plus I." and "White plus II.") as well as experience
and management skills of its employees responsible for this project.
Quality control mechanisms
Quality control is ensured by a clear system of planning and monitoring of implemented
activities and close cooperation communications between the proposing organisation and the
implementing and supervising bodies. Under this system, there can be no underperformance
or shortfall in the planned activities, as this would have been caught in the very beginning
and immediately corrected.
Risk management
216
During implementation of the project there can be expected three basic types of risk:
the risk of increased activity (promotion, marketing, sales) of competing producers,
i.e. importers of agricultural products from countries outside the EU
the risk of future financial crises leading to stagnation or reduction in consumer
spending on agricultural products
the risk of potential destabilization of the Union, leading to restrictions on the free
movement of goods and persons
At present, the probability of these risks is classified as relatively low.
To eliminate the risk in the first paragraph there is planned operational strengthening of
activities covered by own budget of proposing organisation, resp. preparing and submitting
of a new project for the promotion of specific threatened commodities of European
agricultural production.
Risks arising from the second and third paragraphs can ´t be prevented and within the project,
we could try to suppress their potential impact only (lower decline or low growth instead of
stagnation, prevention of the abolition of trade with agricultural products from the Union).
Financial viability and project financing
Agrarian Chamber of the Czech Republic is the largest and most professional organization
of farmers and associated industries in the Czech Republic with twenty five years of history.
It proves that we are a stable organization, well- established in the agrarian sector. We
declare that we have stable and sufficient sources of funding and are able to continue
operating during the entire project as well as participate in the financing of the project.
217
PŘÍLOHA 1B
ÚPRAVA DLE PŘÍLOHY IV. ROZHODNUTÍ KOMISE (C) 2018 6694 ZE DNE 16. 10.
2018 A HODNOTÍCÍ ZPRÁVY
PART B (TECHNICAL CONTENT):
9. Additional information
Here we provide detailed information and justification of costs in proposed detailed
budget split.
Detailed analysis and justification of costs in proposed budget split
PROJECT COORDINATION
Personal costs of the proposing organisation
(Y1 – 36.000 €, Y2 – 36.000 €, Y3 – 36.000 €)
Process of cost calculation – personal costs: 1 person-day = 200 €, 15 person-days per month
= 3.000 € per month / 36.000 € per year
PROJECT STRATEGY
Personal costs of the proposing organisation
(Y1 – 10.000 €, Y2 – 3.500 €, Y3 – 3.500 €)
Process of cost calculation – personal costs: 1 person-day = 200 €, 50 person-days per Y1 and
17,5 per Y2 + Y3 = 10.000 € / 3.500 € / 3.500 € per year
Other costs of project strategy definition
(Y1 – 25.500 €, Y2 – 18.000 €, Y3 – 18.000 €)
Process of cost calculation – subcontracting: implementing body calculation by agency hours
(strategy planner, account director, art-director, copy-writer for definition of communication
strategy and visual identity) plus additional cost for market researches in Y1, Y2 & Y3 =
25.500 € / 18.000 € / 18.000 €
PUBLIC RELATIONS
Continuous press activities / press-office
(Y1 – 44.000 €, Y2 – 40.500 €, Y3 – 49.000 €)
Process of cost calculation – subcontracting: implementing body calculation by agency hours
(senior account manager and senior PR manager) plus additional cost for media-projects in
Y1, Y2 & Y3 = 44.000 € / 40.500 € / 49.000 €
Press events
(Y1 – 14.000 €, Y2 – 12.000 €, Y3 – 12.000 €)
Process of cost calculation – subcontracting: implementing body calculation by agency hours
(senior PR manager and production manager) plus additional cost for press-events Y1, Y2 &
Y3 = 14.000 € / 12.000 € / 12.000 €
WEBSITE AND SOCIAL MEDIA
Website setup, updates, maintenance
(Y1 – 12.500 €, Y2 – 3.500 €, Y3 – 3.500 €)
Process of cost calculation – subcontracting: implementing body calculation by agency hours
(senior account manager) plus additional cost for web setup, updates and maintenance for Y1,
Y2 & Y3 = 12.500 € / 3.500 € / 3.500 €
218
Social media – setup and posting
(Y1 – 2.500 €, Y2 – 2.500 €, Y3 – 2.500 €)
Process of cost calculation – subcontracting: implementing body calculation by agency hours
(social media manager) for Y1, Y2 & Y3 = 2.500 € / 2.500 € / 2.500 €
Other costs of web / social (webinars)
(Y1 – 5.000 €, Y2 – 10.000 €, Y3 – 10.000 €)
Process of cost calculation – subcontracting: implementing body calculation by agency hours
(senior account manager) plus additional cost for production of webinars for Y1, Y2 & Y3 =
5.000 € / 10.000 € / 10.000 €
ADVERTISING
Print
(Y1 – 49.000 €, Y2 – 39.000 €, Y3 – 31.000 €)
Process of cost calculation – subcontracting: implementing body calculation by agency hours
(DTP operator) plus additional cost for media for Y1, Y2 & Y3 = 49.000 € / 39.000 € / 31.000
€
TV
(Y1 – 38.000 €, Y2 – 55.000 €, Y3 – 55.000 €)
Process of cost calculation – subcontracting: implementing body calculation by agency hours
(production manager) plus additional cost for production and media for Y1, Y2 & Y3 =
38.000 € / 55.000 € / 55.000 €
Online
(Y1 – 7.500 €, Y2 – 7.000 €, Y3 – 8.500 €)
Process of cost calculation – subcontracting: implementing body calculation by agency hours
(DTP operator) plus additional cost for media for Y1, Y2 & Y3 = 7.500 € / 7.000 € / 8.500 €
COMMUNICATION TOOLS
Publications, media-kits, merchandise
(Y1 – 27.500 €, Y2 – 15.500 €, Y3 – 12.000 €)
Process of cost calculation – subcontracting: implementing body calculation by agency hours
(production manager) plus additional cost for merchandise / promotional items purchase for
Y1, Y2 & Y3 = 27.500 € / 15.500 € / 12.000 €
EVENTS
Stands at trade fairs
(Y1 – 21.000 €, Y2 – 21.000 €, Y3 – 21.000 €)
Process of cost calculation – subcontracting: complete cost of presentation at trade fair (stand,
logistics, personal, tastings, competitions) for Y1, Y2 & Y3 = 21.000 € per year
Seminars, workshops, trainings
(Y1 – 5.000 €, Y2 – 10.000 €, Y3 – 10.000 €)
Process of cost calculation – subcontracting: complete cost of seminars production for Y1, Y2
& Y3 = 5.000 € / 10.000 € / 10.000 €
Study trips to Europe
(Y1 – 26.500 €, Y2 – 31.500 €, Y3 – 53.000 €)
Process of cost calculation – subcontracting: complete cost of production of study trips for
Y1, Y2 & Y3 = 26.500 € / 31.500 € / 53.000 €
Other events – contact events at secondary schools
(Y1 – 14.000 €, Y2 – 16.000 €, Y3 – 16.000 €)
219
Process of cost calculation – subcontracting: complete cost of contact events production for
Y1, Y2 & Y3 = 14.000 € / 16.000 € / 16.000 €
EVALUATION OF RESULTS
Evaluation of results
(Y1 – 5.500 €, Y2 – 5.500 €, Y3 – 5.500 €)
Process of cost calculation – subcontracting: implementing body calculation by agency hours
in Y1, Y2 & Y3 (account director, senior account manager and data-miner) = 5.500 € per year
OTHER EGLIBLE COSTS
Other eglible costs of POs (audits, costs of pre-financing etc.)
(Y1 – 14.500 €, Y2 – 12.000 €, Y3 – 12.000 €)
Process of cost calculation – other direct costs: cost of pre-financing / securing of bank
guarantee for Y1, Y2 & Y3 = 14.500 € / 12.000 € / 12.000 €
220
ROZPOČET PROGRAMU PŘÍLOHA 2
1
DETAILNÍ ROZPOČET PROGRAMU PŘÍLOHA 2A
2
3
4
5
PŘÍLOHA 2B
ÚPRAVA DLE PŘÍLOHY IV. ROZHODNUTÍ KOMISE (C) 2018 6694 ZE DNE 16. 10. 2018 A HODNOTÍCÍ ZPRÁVY
6
7
8
9
10
PŘÍLOHA 3
PŘISTOUPENÍ KE GRANTOVÉ DOHODĚ
Nepoužije se
11
VZOROVÁ PŘÍLOHA 4: VZOROVÁ GRANTOVÁ DOHODA URČENÁ PRO PROPAGACI ZEMĚDĚLSKÝCH PRODUKTŮ – JEDNODUCHÉ PROGRAMY S JEDNÍM PŘÍJEMCEM
FINANČNÍ VÝKAZ ZA [PŘÍJEMCE] [název] ZA VYKAZOVANÉ OBDOBÍ [vykazované období]
Způsobilé 1 náklady (podle Příjmy Příspěvek EU
rozpočtových kategorií)
Finanční
A. Přímé B. Přímé C. Ostatní D. Nepřímé Náklady Příjmy příspěvky Příjmy celkem Sazba náhrad Maximální Požadovaný
osobní náklady náklady na přímé náklady náklady2 celkem plynoucí z poskytnuté (v %)4 příspěvek EU 5 příspěvek
subdodávky příjemci jeho
akce EU6
členy3
A.1 C.1 Cestovní
Zaměstnanci náklady
(nebo C.2 Vybavení
osoby v C.3 Další zboží
obdobném
postavení) a služby
A.2 Fyzické
osoby Skutečné Skutečné Paušální e= f g h=f+g i j k
v přímém b c sazba 8 a+b+c+d
smluvním
vztahu 4%
a vyslané
osoby d=
0,04 * a
Druh nákladů7 Skutečné
a
[zkrácený název
příjemce]
Příjemce tímto potvrzuje, že:
Poskytnuté informace jsou úplné, spolehlivé a pravdivé.
Vykázané náklady jsou způsobilé (viz článek 6).
Náklady lze doložit odpovídajícími záznamy a dokumenty, které budou předloženy na vyžádání nebo v rámci kontroly, přezkumu, auditu či šetření (viz články 12, 13 a 17).
Za poslední vykazované období byly vykázány všechny příjmy (viz článek 5.3.3).
Vykažte laskavě VŠECHNY způsobilé náklady, i pokud jejich výše převyšuje částky uvedené v předběžném rozpočtu (viz příloha 2). Později mohou být zohledněny pouze částky vykázané ve vašich samostatných
finančních výkazech, pokud se ukáže, že jiné náklady jsou nezpůsobilé.
1 Podmínky způsobilosti jsou uvedeny v článku 6.
2 Vykázané nepřímé náklady nesmí zahrnovat žádné částky, na které se vztahuje grant na provozní náklady (přijatý v rámci jakéhokoli programu financování EU nebo Euratomu). Příjemce, který v době trvání akce
získá grant na provozní náklady, nesmí vykázat žádné nepřímé náklady za rok/roky, na které se vztahuje grant na provozní náklady (viz článek 6.2.D).
3 V případě grantů na jednoduché programy určené pro propagaci zemědělských produktů jsou povoleny pouze finanční příspěvky členů příjemce. Finanční příspěvky poskytnuté třetími stranami, které nejsou členy,
NEJSOU povoleny.
4 Sazba/sazby náhrad jsou uvedeny v článku 5.2.
5 Toto je teoretická výše příspěvku EU vypočtená vynásobením sazby náhrad celkovými vykázanými náklady. PŘÍLOHA 5
6 Můžete žádat o částku do výše „maximálního příspěvku EU“, může ale být i nižší.
7 Druhy nákladů jsou uvedeny v článku 5.
8 Paušální sazba: 4 % způsobilých přímých osobních nákladů (viz článek 6.2.D).
VZOR OSVĚDČENÍ O FINANČNÍCH VÝKAZECH
Tento dokument stanoví:
cíle a rozsah nezávislé zprávy o věcných zjištěních týkajících se nákladů vykázaných na základě dohody o grantu rčeném pro propagaci
zemědělských produktů - jednoduché programy a
vzor osvědčení o finančních výkazech.
1. Východiska a předmět
Do 60 dnů po skončení každého vykazovaného období musí příjemce předložit členskému státu pravidelnou zprávu, která by měla zahrnovat
(kromě jiných dokumentů, a nestanoví-li článek 15 grantové dohody jiné požadavky) osvědčení o finančních výkazech (viz níže uvedený návrh
vzoru), jestliže:
výše plateb, o které příjemce žádá na náhradu skutečných nákladů, je 325 000 EUR nebo vyšší a
maximální příspěvek EU uvedený pro příjemce v předběžném rozpočtu (viz příloha 2) na náhradu skutečných nákladů je 750 000 EUR
nebo vyšší.
Účelem auditu, který je základem pro vystavení osvědčení o finančních výkazech, je poskytnout členskému státu „přiměřenou záruku“23, že
příjemce uplatňuje náklady vykázané v rámci grantu jako způsobilé (a případně příjmy získané v průběhu akce) v souladu s příslušnými právními
a finančními ustanoveními grantové dohody.
23 To znamená vysoký stupeň jistoty.
Rozsah auditu je omezen na ověření způsobilých nákladů, na které se osvědčení o finančních výkazech vztahuje. Audit musí být proveden v
souladu s níže uvedeným bodem 3.
Auditoři, kteří vystavují osvědčení, musí provádět audity v souladu s obecně uznávanými auditorskými standardy a musí uvést, které standardy
použili. Musí mít na paměti, že pro účely vystavení osvědčení o finančních výkazech musí provést audit zaměřený na splnění podmínek, nikoli
běžný povinný audit. Kritéria způsobilosti stanovená v grantové dohodě mají vždy přednost před běžnými účetními postupy.
Očekává se, že příjemce a auditor vyřeší jakékoli otázky týkající se věcných údajů nebo podrobných výpočtů před předložením finančního
výkazu a doprovodného osvědčení. Dále se doporučuje, aby příjemce zohlednil předběžné poznámky a návrhy auditora tak, aby se vyhnul výroku
s výhradou nebo omezil rozsah výhrad.
Protože osvědčení je hlavním zdrojem záruk za žádosti o proplacení nákladů, částky budou spíše posouzeny jako způsobilé, bude-li předloženo
osvědčení bez výhrady.
Předložením osvědčení není dotčeno právo členského státu provést své vlastní posouzení nebo audity. Vyplacení náhrad nákladů, na něž se
vztahuje osvědčení, také členskému státu, Komisi, Evropskému úřadu pro boj proti podvodům a Evropskému účetnímu dvoru nebrání v provádění
kontrol, auditů a šetření v souladu s článkem 17 grantové dohody.
Členský stát očekává, že osvědčení vystavená auditory budou odpovídat nejvyšším odborným standardům.
2. Auditoři, kteří smí vystavit osvědčení
Příjemce si smí zvolit kvalifikovaného externího auditora, včetně svého obvyklého externího auditora, pod podmínkou, že:
externí auditor je na příjemci nezávislý a
jsou splněna ustanovení směrnice 2006/43/ES24.
Nezávislost je jednou z vlastností, které auditorovi umožní, aby při vytváření stanoviska nebo rozhodnutí uplatnil nestranný úsudek a objektivně
posoudil zjištěné skutečnosti. Znamená to také, že auditor při práci nepřijímá pokyny příjemce a příjemce do jeho práce nijak nezasahuje.
24 Směrnice Evropského parlamentu a Rady 2006/43/ES ze dne 17. května 2006 o povinném auditu ročních a konsolidovaných účetních závěrek nebo obdobné vnitrostátní
předpisy (Úř. věst. L 157, 9.6.2006, s. 87).
Má se za to, že auditoři poskytují příjemci služby na základě kupní smlouvy ve smyslu článku 9 grantové dohody. To znamená, že náklady na
osvědčení o finančních výkazech mohou být obvyklým způsobem vykázány jako náklady vynaložené na akci, pokud jsou splněna pravidla
způsobilosti nákladů uvedená v článcích 6 a 9.1.1 grantové dohody (zejména: nejlepší poměr mezi kvalitou a cenou a žádný střet zájmů; viz také
bod věnovaný způsobilosti nákladů na ostatní zboží a služby). Použije-li příjemce svého obvyklého externího auditora, předpokládá se, že již mají
uzavřenou smlouvu, která splňuje tato ustanovení, a není nutno vyhledat nové nabídky. Použije-li příjemce externího auditora, který není jeho
obvyklým externím auditorem, musí jej vybrat podle pravidel uvedených v článku 9.1.1.
Veřejné subjekty si mohou zvolit externího auditora nebo příslušného státního úředníka. V případě, že zvolí příslušného státního úředníka, je
nezávislost auditora obvykle definována jako „skutečná a zjevná“ nezávislost na příjemci, jehož audit provádí. Prvotní podmínkou je, že tento
úředník se nijak nepodílel na vypracování finančních výkazů. Příslušné vnitrostátní orgány rozhodují o právní způsobilosti daného úředníka pro
provedení auditů tohoto konkrétního veřejného subjektu. Osvědčení by mělo na toto oprávnění odkazovat.
3. Metodika auditu a očekávané výsledky
3.1 Ověření způsobilosti vykázaných nákladů
Auditor musí provést ověření na základě šetření a analýzy, (nového) výpočtu, porovnání, dalších kontrol správnosti, pozorování, kontroly záznamů
a dokumentů a rozhovoru s příjemcem (a s osobami, které pro něj pracují).
Auditor musí přezkoumat následující dokumentaci:
grantovou dohodu a jakékoli změny dohody;
pravidelnou a/nebo závěrečnou zprávu/zprávy;
u osobních nákladů
o výplatní pásky;
o pracovní výkazy;
o pracovní smlouvy;
o další dokumenty (např. účetnictví osobních nákladů, právní předpisy o sociálním zabezpečení, faktury, stvrzenky apod.);
o doklady o platbách;
u cestovních nákladů a diet
o interní pravidla příjemce pro služební cesty;
o (případné) faktury za přepravu, jízdenky a letenky;
o prohlášení příjemce;
o další dokumenty (doklady o účasti jako například zápisy z jednání, zprávy apod.);
o doklady o platbách;
u nákladů na vybavení
o faktury;
o dodací listy / osvědčení o prvním použití;
o doklady o platbách;
o metodu výpočtu odpisů;
u subdodávek
o výzvu k podávání nabídek;
o (případné) nabídky;
o odůvodnění výběru subdodavatele;
o smlouvy se subdodavateli;
o faktury;
o prohlášení příjemce;
o doklady o platbách;
o další dokumenty: např. případná vnitrostátní pravidla pro veřejná nabídková řízení; směrnice EU apod.;
u nákladů na další zboží a služby
o faktury;
o doklady o platbách a
o další relevantní účetní dokumenty.
Všeobecná pravidla způsobilosti
Auditor musí ověřit, zda vykázané náklady splňují všeobecná pravidla způsobilosti stanovená v článku 6.1 grantové dohody.
Náklady zejména musí:
skutečně vzniknout;
souviset s předmětem grantové dohody a musí být uvedeny v předběžném rozpočtu příjemce (tj. v poslední verzi přílohy 2);
být nezbytné pro provedení akce, na kterou se grant poskytuje;
být přiměřené a odůvodněné a splňovat požadavky řádného finančního řízení, zejména pokud jde o hospodárnost a účelnost;25
vzniknout v průběhu akce, jak je definována v článku 3 grantové dohody (s výjimkou faktury za osvědčení o auditu a nákladů spojených s
předložením závěrečné zprávy);
nesmí být hrazeny z jiného grantu EU (viz níže – nezpůsobilé náklady);
být vyčíslitelné, ověřitelné a především zapsané v účetních záznamech příjemce a stanoveny v souladu s platnými účetními standardy v
zemi, v níž má příjemce své sídlo, a s jeho běžnými postupy účtování nákladů;
být v souladu s požadavky platných vnitrostátních daňových a pracovněprávních předpisů a právních předpisů o sociálním zabezpečení;
být v souladu s ustanoveními grantové dohody (viz zejména články 6 a 9-11a) a
být převedeny na eura pomocí sazby stanovené v článku 15.6 grantové dohody:
o příjemce, který vede své účetnictví v jiné měně než v eurech:
náklady vzniklé v jiné měně musí být převedeny na eura v souladu s vnitrostátními pravidly, která stanoví příslušné orgány členského
státu;
o příjemce, který vede své účetnictví v eurech:
náklady vzniklé v jiné měně by měly být převedeny na eura s použitím běžného účetního postupu příjemce.
Auditor musí ověřit, zda výdaje zahrnují DPH, a pokud tomu tak je, ověří, zda příjemce:
– nemá nárok na vrácení DPH (to musí být doloženo vyjádřením příslušného orgánu) a
– není veřejný subjekt jednající jako orgán veřejné moci.
Auditor by měl k auditu přistupovat na základě úrovně spolehlivosti po prověření interního kontrolního systému příjemce. Používá-li auditor
výběrové soubory, měl by uvést a odůvodnit velikost výběrového souboru podle mezinárodních auditorských standardů. Tyto informace by měly
být uvedeny ve zprávě o auditu, která je podkladem pro osvědčení o auditu.
Zvláštní pravidla způsobilosti
Dále musí auditor ověřit, zda vykázané náklady splňují zvláštní pravidla způsobilosti nákladů stanovená v článku 6.2 a v článcích 9.1.1 a 10.1.1
grantové dohody.
Osobní náklady
25 Bude posouzeno zejména na základě postupů zadávání a výběru poskytovatelů služeb.
Auditor musí ověřit, zda:
osobní náklady byly účtovány a vyplaceny za čas, který zaměstnanci příjemce skutečně strávili prováděním akce (doloženo pracovními
výkazy nebo jiným relevantním systémem zaznamenávání pracovní doby);
osobní náklady byly vypočteny na základě ročních hrubých platů, mezd nebo odměn (plus povinných sociálních poplatků, ale s vyloučením
všech ostatních nákladů), které jsou uvedeny v pracovní smlouvě nebo v jiném typu smlouvy a které nepřevyšují průměrné sazby
odpovídající obvyklé politice odměňování příjemce;
práce byla vykonána v době provádění akce, jak je definována v článku 3 grantové dohody, a
osobní náklady nejsou hrazeny z jiného grantu EU (viz níže – nezpůsobilé náklady);
u dalších odměn: jsou splněny 2 podmínky stanovené v článku 6.2.A.1 (tj. že jsou součástí obvyklých postupů příjemce týkajících se
odměňování a jsou vypláceny důsledně pokaždé, kdy je vyžadován tentýž druh práce nebo odborných znalostí, a že kritéria použitá pro
výpočet doplňkových plateb jsou objektivní a příjemce je používá všeobecně, bez ohledu na použitý zdroj financování);
u interních poradců: jsou splněny 3 podmínky stanovené v článku 6.2.A.2 grantové dohody (tj. že interní poradce pracuje dle pokynů
příjemce, že výsledky vykonané práce náleží příjemci a že náklady se významně neliší od nákladů na zaměstnance vykonávající podobné
úkoly na základě pracovní smlouvy).
Auditor by měl mít jistotu, že systém řízení a účetní systém zajišťuje náležité rozdělení osobních nákladů mezi různé činnosti příjemce financované
různými dárci.
Cestovní náklady a diety
Auditor musí ověřit, zda cestovní náklady a diety:
byly účtovány a vyplaceny v souladu s interními pravidly a obvyklými postupy příjemce;
nejsou hrazeny z jiného grantu EU (viz níže – nezpůsobilé náklady);
byly vynaloženy na cesty související s úkoly v rámci akce, které jsou uvedeny v příloze 1 ke grantové dohodě.
Náklady na vybavení
Auditor musí ověřit, zda:
vybavení je nakupováno, pronajímáno nebo pořizováno na leasing za běžné tržní ceny;
veřejné subjekty dodržely vnitrostátní pravidla pro zadávání veřejných zakázek;
vybavení je odpisováno, odpisy byly vypočteny v souladu s daňovými a účetními pravidly platnými pro příjemce a byla vykázána pouze ta
část odpisů, jaká odpovídá trvání akce, a
náklady nejsou hrazeny z jiného grantu EU (viz níže – nezpůsobilé náklady).
Náklady na další zboží a služby
Auditor musí ověřit, zda:
nákup splňuje požadavek nejlepšího poměru mezi kvalitou a cenou (nebo nejnižší ceny) a nedošlo ke střetu zájmů;
veřejné subjekty dodržely vnitrostátní pravidla pro zadávání veřejných zakázek a
náklady nejsou hrazeny z jiného grantu EU (viz níže – nezpůsobilé náklady).
Náklady na subdodávky
Auditor musí ověřit, zda:
subdodávky splňují požadavek nejlepšího poměru mezi kvalitou a cenou (nebo nejnižší ceny) a nedošlo ke střetu zájmů;
subdodávky byly nezbytné pro provedení akce, na kterou je grant požadován;
subdodávky byly upraveny v příloze 1 a příloze 2 nebo schváleny členským státem později;
subdodávky jsou podloženy účetními doklady v souladu s vnitrostátními účetními právními předpisy;
náklady na subdodávky zadané subjektům, které mají strukturální vazbu s příjemcem, se omezují na vlastní náklady subjektu (tj. bez
jakéhokoli zisku; viz článek 10 grantové dohody);
veřejné subjekty dodržely vnitrostátní pravidla pro zadávání veřejných zakázek.
Nezpůsobilé náklady
Auditor musí ověřit, zda příjemce nevykázal náklady, které jsou nezpůsobilé podle článku 6.4 grantové dohody:
náklady spojené s kapitálovým výnosem;
dluhy a poplatky za dluhovou službu;
rezervy na pokrytí případných budoucích ztrát či závazků;
splatné úroky;
pochybné pohledávky;
kurzové ztráty;
bankovní poplatky účtované bankou příjemce za převody od členského státu;
nadměrné nebo neuvážené výdaje;
odečitatelná DPH;
DPH zaplacená veřejným subjektem jednajícím jako orgán veřejné moci;
náklady vzniklé během pozastavení provádění akce;
věcné příspěvky od třetích stran;
náklady vykázané v rámci jiného grantu EU financovaného z rozpočtu EU, zejména nepřímé náklady, pokud příjemce v tomtéž období
dostává grant na provozní náklady financovaný z rozpočtu EU;
náklady na stálé zaměstnance vnitrostátních správních orgánů určené na činnosti, které jsou součástí jejich běžné činnosti (tj. nejsou konány
pouze z důvodu grantu);
náklady na zaměstnance nebo zástupce orgánů, institucí a agentur EU.
3.2 Ověření příjmů
Auditor musí ověřit, zda příjemce vykázal příjmy, ve smyslu článku 5.3.3 grantové dohody, tj.:
příjmy plynoucí z akce (např. z prodeje produktů, služeb a publikací, konferenční poplatky);
finanční příspěvky poskytnuté příjemce jeho členy, které mají být využity konkrétně na náklady, jež jsou v rámci akce způsobilé.
Auditor musí dále ověřit, zda zbývající náklady akce nesl příjemce, tj. že třetí strany neposkytly žádné finanční příspěvky, které měly být využity
konkrétně na náklady, jež jsou v rámci akce způsobilé (kromě členů) (viz článek 5.2 a 5.3.3 grantové dohody).
3.3 Ověření účetního systému příjemce
Auditor musí ověřit, zda:
účetní systém (analytický nebo jiný vhodný interní systém) umožňuje identifikovat zdroje financování na akci a související výdaje vzniklé
v době platnosti dohody a
výdaje/příjmy v rámci grantu byly zaznamenávány systematicky pomocí systému číslování, který je odlišuje od výdajů/příjmů jiných
projektů.
Osvědčení o finančních výkazech
Vážená paní / Vážený pan
[Celý název příjemce
adresa]
Naše společnost, [celý název společnosti/organizace auditora], se sídlem na adrese [úplná adresa/město/země], zastoupená pro účely podpisu
tohoto osvědčení o auditu [jméno a funkce oprávněného zástupce],
tímto osvědčuje
že:
1. Naše společnost provedla audit nákladů vykázaných ve finančním výkazu [název příjemce] („příjemce“), ke kterému je toto osvědčení o
auditu připojeno a který má být předložen členskému státu na základě grantové dohody č. [vložte číslo] – [vložte zkratku]. Tento finanční
výkaz zahrnuje náklady za následující vykazované období / vykazovaná období: [doplňte vykazované období / vykazovaná období].
2. Potvrzujeme, že audit byl proveden v souladu s obecně uznávanými auditorskými standardy a etickými pravidly a na základě ustanovení
grantové dohody a jejích příloh (a zejména podle metodiky auditu popsané v příloze 5).
3. Finanční výkaz byl přezkoumán a byly provedeny všechny potřebné testy [všech] [[X] %] podkladových dokumentů a účetních záznamů26, a
získali jsme tak přiměřenou záruku, že podle našeho názoru a na základě auditu
celkové náklady ve výši [vložte číslo] EUR ([vložte čásku slovy]) jsou způsobilé, tj.:
skutečné;
stanovené v souladu s účetními zásadami příjemce;
vynaložené v období uvedeném v článku 3 grantové dohody;
zaznamenané v účetnictví příjemce (k datu tohoto osvědčení o auditu);
26 Při použití výběrových souborů: ve zprávě o auditu by měla být vysvětlena technika výběru souboru a popsán testovaný soubor.
splňují zvláštní pravidla způsobilosti uvedená v článku 6.2 grantové dohody;
nezahrnují náklady, které jsou nezpůsobilé podle článku 6.4 grantové dohody, zejména:
náklady spojené s kapitálovým výnosem;
dluhy a poplatky za dluhovou službu;
rezervy na pokrytí případných budoucích ztrát či závazků;
splatné úroky;
pochybné pohledávky;
kurzové ztráty;
bankovní poplatky účtované bankou příjemce za převody od členského státu;
nadměrné nebo neuvážené výdaje;
odečitatelná DPH;
DPH zaplacená veřejným subjektem jednajícím jako orgán veřejné moci;
náklady vzniklé během pozastavení provádění akce;
věcné příspěvky poskytnuté třetími stranami;
náklady vykázané v rámci jiných grantů EU financovaných z rozpočtu EU, zejména nepřímé náklady, pokud příjemce v
tomtéž období dostává grant na provozní náklady financovaný z rozpočtu EU;
náklady na stálé zaměstnance vnitrostátních správních orgánů určené na činnosti, které jsou součástí jejich běžné činnosti
(tj. nejsou konány pouze z důvodu grantu);
náklady na zaměstnance nebo zástupce orgánů, institucí a agentur EU;
[jsou uplatněny na základě převodního kurzu, na který se odkazuje v článku 15.6 grantové dohody;]
byly vykázány celkové příjmy ve výši [vložte číslo] EUR ([vložte čásku slovy]) podle článku 5.3.3 grantové dohody a
účetní postupy příjemce jsou v souladu s účetními pravidly členského státu, v němž má příjemce sídlo, a umožňují přímé odsouhlasení
nákladů vynaložených na provedení akce hrazených z grantu EU s všeobecným finančním výkazem, který zahrnuje celou činnost příjemce.
[K výroku auditora však připojujeme výhradu pro:
náklady ve výši [vložte číslo] EUR
příjmy ve výši [vložte číslo] EUR
které podle našeho názoru nesplňují platná pravidla.]
4. Naše společnost je kvalifikována/oprávněna vystavit toto osvědčení o auditu [(další informace jsou uvedeny v příloze tohoto osvědčení)].
5. Příjemce uhradil za toto osvědčení o auditu cenu ve výši [vložte číslo]) EUR (včetně DPH ve výši [vložte číslo]) EUR. [VARIANTA 1: Tyto
náklady jsou způsobilé (tj. vznikly do 90 dnů od data skončení akce uvedeného v článku 3 grantové dohody) a jsou zahrnuty ve finančním
výkazu.][VARIANTA 2: Tyto náklady nebyly zahrnuty do finančního výkazu.]
Datum, podpis a razítko
Přiložena: Zpráva o auditu podle normy ISRS 4400 nebo ekvivalentní mezinárodní auditorské normy, z níž toto osvědčení vychází
PŘÍLOHA 6
VZOR PRAVIDELNÉ TECHNICKÉ ZPRÁVY
[1.] [2.] [3.] pravidelná technická zpráva akce [vložte zkratku]
Číslo grantové dohody: [vložte číslo grantové dohody]
Název akce: [vložte název akce]
Datum zahájení akce: [vložte dd/mm/rrrr]
Trvání akce: [vložte dobu trvání v měsících]
Období zahrnuté do zprávy: od [vložte dd/mm/rrrr] do [vložte dd/mm/rrrr]
1) Popis provedených činností s odůvodněním jakýchkoli odchylek od předpokládaných činností (maximálně 1 500 znaků pro každou činnost)
Popis činností předpokládaných v Popis provedených činností s Vysvětlení s odůvodněním rozdílů mezi
projektu1) včetně označení uvedením ukazatelů výstupů a předpokládanými činnostmi a činnostmi skutečně
výsledků provedenými
očekávaných ukazatelů výstupů a
výsledků2)
Činnost 1
[název]
Činnost 2
[název]
Činnost 3
[název]
Činnost n
[název]
1) Příloha 1 grantové dohody
2) Srov. článek 22 prováděcího nařízení Komise (EU) 2015/1831
2) Přiloženy kopie všech použitých materiálů a vizuálních pomůcek, které dosud nebyly předloženy
PŘÍLOHA 7
Číslo grantové dohody: VZOR ZÁVĚREČNÉ TECHNICKÉ ZPRÁVY
Název akce:
Datum zahájení akce: Závěrečná technická zpráva akce [vložte zkratku]
Trvání akce:
[vložte číslo grantové dohody]
[vložte název akce]
[vložte dd/mm/rrrr]
[vložte dobu trvání v měsících]
1) Přehled provedených činností a dosažených výsledků akce, zejména s použitím ukazatelů dopadů, na které se odkazuje v článku 22
prováděcího nařízení Komise (EU) 2015/1831 (maximálně 6 000 znaků)
2) Shrnutí určené ke zveřejnění (maximálně 3 000 znaků)
PŘÍLOHA 8
Podmínky týkající se monitorování
Příjemce informuje SZIF a předá mu třicet dnů před začátkem každého čtvrtletí předběžný časový rozvrh plánovaných opatření podle vzoru uvedeného
v příloze 8 A (Plán akcí a rozpočtu). Pokud dojde ke změnám v tomto předběžném časovém rozvrhu, oznámí to neprodleně SZIF.
Před prováděním opatření se příjemce zavazuje předat SZIF všechny návrhy materiálů určených pro informaci a propagaci, které vyhotoví v rámci
programu. SZIF zkontroluje, zda návrhy materiálů jsou v souladu s platnými právními předpisy Evropské unie, a zejména v souladu s články 1, 2, 3, 4,
5 a 6 prováděcího nařízení Komise 2015/1831.
Příjemce zašle SZIF do 60 dnů od ukončení každého čtvrtletí, počítáno ode dne podpisu smlouvy, průběžnou zprávu o plnění smlouvy během uvedeného
čtvrtletí („čtvrtletní zpráva“) podle vzoru uvedeného v příloze 8 B spolu se souhrnným finančním výkazem, kopiemi faktur a příslušných dokladů, které
se týkají plateb provedených během uvedeného čtvrtletí.
Monitorovací skupina se pravidelně schází, aby mohla sledovat, jak postupují jednotlivé programy, které jsou financovány podle této smlouvy a v souladu
s příslušnými nařízeními. 27
27 Nařízení Evropského parlamentu a rady 1144/2014
Prováděcí nařízení Komise 2015/1831
Předběžný časový rozvrh opatření (Plán akcí a rozpočtu) PŘÍLOHA 8 A
Číslo smlouvy + členský stát (členské státy): <= Vyplnit! <= Vyplnit! Popis činnosti
Název navrhující organice (názvy navrhujících <= Vyplnit! <= Vyplnit!
<= Vyplnit!
organizací): Kód akce
Datum zahájení programu (datum podpisu): uvedený ve
Rok programu: smlouvě
Čtvrtletí, během něhož je prováděna činnost:
Datum zahájení čtvrtletí:
Datum ukončení čtvrtletí:
Lhůta pro předložení předběžného časového
rozvrhu:
Datum předložení předběžného časového rozvrhu:
Trvá-li činnost déle než jedno čtvrtletí, je popsána pouze v prvním čtvrtletí.
Datum Datum Druh činnosti Země Město
zahájení ukončení (pomoc…)
PŘÍLOHA 8 B
Vzor pro čtvrtletní zprávy
Vyplní žadatel
Zpráva č. ….
Žadatel: :……………………………..
Název programu: :……………………………..
Datum zprávy: :……………………………..
Zpráva za období: :………………………….….
Datum zahájení programu: :………………………….….
Smlouva (EZZF) č. ………………………….…
1. Provádění opatření
Seznam provedených opatření uvedený v programu (připojeno ke smlouvě):
1. Opatření 1
……………………………
2. Opatření 2
……………………………
3. Opatření 3
…………………………….
n. Opatření n
……………………………………..
U každého opatření uveďte tyto informace:
Doba, místo, údaje o rozsahu: počet účastníků, počet prodejních míst, množství vytištěných
materiálů, délka a počet rozhlasových a televizních reklamních vysílání. U internetových
stránek uveďte adresu. Upřesněte další důležité informace týkající se každého opatření.
Uveďte každou změnu nebo každé zrušení plánovaných opatření a rovněž důvod změny
nebo zrušení.
2. Vývoj programu
Uveďte každou připomínku a případné obtíže vzniklé při provádění programu. Uveďte
údaje o opatřeních, která se mají provést během následujícího období, a případné změny
oproti plánu.