EU Ramps Up Poultry Export Campaign in Southeast Asia

The European Union is stepping up its efforts to expand poultry exports to Southeast Asia through the “European Poultry – From Our Farms to Your Table” campaign, with a particular focus on the Philippines and Vietnam. Funded by the EU and implemented by the National Poultry Council – Chamber of Commerce of Poland, this three-year initiative aims to promote the quality, safety, and sustainability of EU poultry products.

Strengthening Trade Ties in Asia

The campaign seeks to position EU poultry as a premium and reliable choice for Southeast Asian markets. It emphasizes the strict food safety, animal welfare, and environmental standardsfollowed across EU farms. Through a mix of media collaborations, influencer engagements, and study tours to Europe, the program aims to raise awareness among local consumers, importers, and industry leaders.

This year, the campaign is making a strong appearance at the World Food Expo (WOFEX) in Manilafrom August 6 to 9, 2025. The event includes B2B meetings, trade forums, and media activitiesdesigned to connect EU poultry producers with Philippine partners.

Rapid Growth in Exports

Interest in EU poultry is growing rapidly in Southeast Asia. In 2024, EU poultry exports to the Philippines rose 25-fold to 40,500 tons, while shipments to Vietnam climbed 26% to 66,000 tons, according to the USDA. Major exporters include Poland, the Netherlands, Belgium, France, and Germany.

Poland, in particular, is emerging as a regional leader. As the EU’s top poultry producer, contributing over 22% of the bloc’s total production, Poland exported over 24,000 tons of chicken meat to the Philippines in 2024 alone. Officials project this will rise to 30,000 tons in 2025.

Poland: Driving Quality and Innovation

Speaking at the WOFEX opening, Ms. Anna Krzak-Daniel, Chargé d’Affaires of the Republic of Poland in the Philippines, underscored the importance of mutual trust and system-wide cooperation. “The Philippines is a vital partner for Poland in Southeast Asia,” she said. “We are proud to be one of the first EU countries accredited to export poultry to the Philippines. Our veterinary system, supported by regionalization protocols, allows safe trade even in the event of isolated outbreaks of avian influenza.”

Poland mainly exports mechanically deboned meat (MDM) to the Philippines—an essential ingredient used by local food processors. Other cuts like wings and leg quarters are also exported in smaller volumes. But as Ms. Krzak-Daniel emphasized, Poland is not limiting cooperation to exports alone. Opportunities for deeper collaboration in animal health, diagnostics, feed optimization, cold chain logistics, and R&D are also being explored.

A Trusted EU Partner

Mr. Bartłomiej Wasiewski, Head of the Polish Investment and Trade Agency (PAIH) in Manila, highlighted Poland’s leading role in EU poultry production. “Poland produces over 3.5 million tons of poultry annually—more than one-fifth of the EU’s total output. We’ve modernized our processing facilities using EU development funds, and our production meets the highest international standards.”

Wasiewski also noted that Poland’s experience with smart farming and precision livestock technologies ensures higher product quality and efficiency. “We’ve integrated innovation across the supply chain. Even our MDM has superior taste and quality, thanks to advanced production systems,” he added.

Poland’s model for regionalization of avian influenza protocols—initially implemented in cooperation with Philippine authorities—has become a reference for other EU exporters. “Without regionalization, one outbreak could halt all trade,” Wasiewski explained. “Thanks to close coordination, we’re able to maintain smooth exports even during biosecurity challenges.”

Campaign Driven by Quality Systems

Mr. Dariusz Goszczynski, President of the National Poultry Council – Chamber of Commerce of Poland, outlined the EU’s broader goals. “This campaign is not only about boosting exports but also about raising awareness on the certified quality and high standards of European poultry,” he said.

He shared that Polish poultry exports have grown tenfold in 20 years, with exports reaching over 100 countries. In Southeast Asia, Vietnam and the Philippines are emerging as high-potential markets. Poland alone contributed 26,000 tons of poultry to the Philippines in 2024, and the number is steadily rising.

Certification and Food Safety: The EU Edge

Closing the session, Mrs. Kamila Cicherska-Borońska, an expert in certification and international trade, emphasized that certification is the cornerstone of EU food exports. “We have robust systems in place—HACCP, Good Manufacturing Practices, Integrated Production Systems, Halal compliance, and Supply Chain Quality Management Systems,” she said.

These systems, backed by EU legislation and state veterinary supervision, ensure full traceability, food safety, and consumer trust. “In the EU, quality is not optional—it’s embedded in every step of production,” she concluded.