30 May 2025

EU poultry targets Southeast Asia in new trade campaign

The European Poultry – From Our Farms to Your Table program promotes safe, premium EU poultry in the Philippines and Vietnam in an effort to boost trade and market access.

Isa Tan

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The European poultry sector are ramping up efforts to strengthen its presence in Southeast Asia, particularly in the Philippines and Vietnam, through the European Poultry – From Our Farms to Your Table campaign.

Funded by the European Union (EU), this three-year program promotes the quality, safety, and sustainability of EU poultry products. It is being implemented by the National Poultry Council – Chamber of Commerce of Poland.

Focus on trade growth

The program aims to boost poultry exports by positioning EU products as safe, premium, and sustainably produced options for consumers and businesses. It highlights the EU’s strict food safety and environmental standards, emphasizing modern, responsible farming practices.

To raise awareness, the campaign features media collaborations, influencer partnerships, and study visits to Europe for key stakeholders in the region.

Growing regional presence

As part of its regional push, the program will take part in the World Food Expo in Manila from August 6-9, 2025. The event will include business-to-business (B2B) meetings, trade discussions, and media engagements aimed at connecting with local industry leaders.

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The Philippines and Vietnam have already shown growing interest in EU poultry. According to the USDA Foreign Agricultural Service, in 2024, exports to the Philippines surged 25-fold to 40,500 tons, while shipments to Vietnam rose 26% to 66,000 tons.

Major EU exporters to the region include Poland, the Netherlands, Belgium, France, and Germany.

Poland leads the way

Poland plays a central role in the program. As the EU’s largest poultry producer—accounting for over 22% of the bloc’s total production—Poland has significantly expanded its exports to Southeast Asia.

In 2024 alone, Poland exported more than 24,000 tons of chicken meat to the Philippines. It is also deepening trade ties with Vietnam, leveraging the EU-Vietnam Free Trade Agreement to improve market access.

However, on April 23, 2024, Poland temporarily suspended poultry exports from some regions due to avian influenza outbreaks. Included in the ban are the regions of Mazowieckie, Wielkopolskie, Kujawsko-Pomorskie, Lódzkie, and Warminsko-Mazurskie.

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