THE CHARMING TASTE OF EUROPE

"The Charming taste of Europe" project is a continuation of the current one that will end on December 31, 2023. The partnership of the current project is composed of the Consortium of Abruzzo Wines (Italy), the Union of Agricultural Cooperatives of Kavala (Greece), the Agricultural Cooperative of Rachi Pieria (Greece) and the Union of Sweet Wines of Bordeaux (France), and the testimonial products are wine, kiwifruit and cherries. Since the US and Canada have recently imposed a ban on the import of Greek cherries, the Union of Agricultural Cooperatives of Kavala and the Agricultural Cooperative of Rachi Pieria have decided not to continue with the project and have been replaced by the Association of Agricultural Cooperatives of Imathia (Greece), which takes over the partnership and will promote the kiwi product. Thus, the target countries remain the same (US, Canada), as do the type of partnership (Italy, France, Greece) and the products promoted (wine and kiwi), with the exception of cherries, the importation of which into the two target countries is prohibited. Confirmation was request to the Helpdesk, which responded that the project is eligible of continuation for another 3 years, even with only 2 out of 3 product categories, as there are irrefutable factors for the non-inclusion of the cherry product. The overall objective of the action is to improve the competitiveness and consumption of EU agricultural products, as well as to increase consumer awareness of their merits through the promotion of beneficiaries' specific products to maximize their exports. The project strategy is structured according to a 36-month program of actions aimed at achieving the two objectives and targeting two countries of primary importance to the European wine and fresh fruit sector. The project targets are consumers (Millennials and Gen X), trade (importers, buyers and distributors), and the press/influencers. The budget of the project is 8,577,533€.