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The appetizer, a magical instant before lunch to enjoy small portions of high-quality foods such as Cantabrian Anchovies or White Tuna.

European Appetizers Aim to Be Trendy in Japan

  (EUROPEAN UNION, 6/6/2019)

CAPRICE is a program intended to showcase the quality and authenticity of European exports and introduce them onto the American and Japanese market; in doing so, it seeks to promote the consumption of European products. The Caprice program is set to run for three years.

The products making up the CAPRICE program include the marketing and promotion of anchovy and white tuna from the Cantabrian Sea in the Basque Country; Ibarra chilli pepper boasting Eusko Label and, the Txakolis wine with Denominación de Origen (D.O.), a classification rating for Spanish wines (DOP Getariako Txakolina, DOP Bizkaiko Txakolina, DOP Arabako Txakolina).

Cantabrian Anchovies and White Tuna, Piparra de Ibarra and Txakoli Wine will be promoted in Japan for 3 years under EU founded initiative CAPRICE.

The Basque Cantabrian Anchovy is a blue fish from the Engraulis encrasicolus species that is sustainably fished, always harvesting larger specimens to safeguard the species and preserve it. The semi-preserved Basque Cantabrian Anchovy is highly-appreciated because of its intense aroma, luscious texture and pink flesh. It is the result of a meticulous process from sea to fork, with a 100% artisan elaboration.

Basque Cantabrian White Tuna (Thunnus alalunga) is an exquisite top-quality fish, captured with traditional fishing gears, which guarantees the sustainability of the fishing grounds and the safeguard of the marine resources. Artisan savoir-faire and deeply-rooted heritage are joined by the most advanced technologies to offer a top-quality healthy food that is commercialized in the most important gourmet markets in very continent.

The CAPRICE program is an experience focusing on making quality food products known in the rest of the world, products born from the European tradition and culture.

The objectives of the CAPRICE program are mainly geared towards the following:

  • Increasing the exportation turnover towards the US and Japan markets of three key products.

  • Improving knowledge and awareness of distributors in the United States and Japan regarding origin, flavour, tradition and consumption of these food products.

  • Informing potential consumers and the general public about these goods and their consumption. This will raise the market demand for the aforementioned products.

Anchovies are easy to digest and the quality of their protein aminoacids, their abundant vitamins and minerals and the high value of their unsaturated fat make the Basque Cantabrian Anchovy an exceptionally healthy food.

The CAPRICE program lays out an innovative approach based on the enjoyment of a good gastronomic experience. The tasting of high-quality appetizers washed down with some excellent Txakoli wine will allow you to savor the culture of the regions and D.Os.

The strategy is defined in 4 lines of work:

  1. Marketing and promotion for the positioning of agricultural products, culture and tradition.

  2. Marketing encompassing activities to support commercialization.

  3. Exposure and communication.

  4. Raising awareness and transmission.

Preserved Basque Cantabrian White Tuna stands out for its exceptional quality, leading it to be considered a top-of-the-range product for restaurants and specialized gourmet shops.

“Fancy the European appetizer” is the leading message of the CAPRICE program, which is in line with the slogan of the promotion policy adopted by the European Commission “Enjoy, it’s from Europe”.

Among the activities to be carried out there will be outbound and inbound trade missions, business dinners, showcooking, and participation in international renowned food fairs. Furthermore, the activities in the CAPRICE program include the exposure and advertisement communications for corporate image promotion both in the US as well as Japan.

White tuna stands out among other tuna fish thanks to its delicious flesh and its texture, and it is essential for a healthy diet because of its Omega-3 fatty acids. It is also an excellent source of proteins, vitamins, and minerals.

The initiative will have a global budget of EUR 2,4 M, from which 80% has been subsidized by the European Commission through the AGRI-SIMPLE-TC program.

The CAPRICE program will drive forward the knowledge and awareness of  European products, cultures, traditions and cuisines, on top of increasing the exports of the promoted products to Japan and the United States.

About CAPRICE Initiative

The aim of the CAPRICE project is to support and drive European agro-alimentary industry towards new markets, under the campaign “Enjoy, it’s from Europe”. For 3 years Japan would be the spotlight of this European Founded program.

Source: The CAPRICE Initiative

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