PROMOTION PROGRAM FOR FRUITS AND VEGETABLES, APPLES AND KIWIFRUIT IN ASIA

By 2015, the Asian market represents an import zone of nearly 15 million tons of fruit and vegetables with an average annual growth rate of 5%. This promotion programme should enable European companies to increase their capacity to sell their fruits and vegetables in this high potential market. The targeted countries in order of importance are: Malaysia, Singapore, China, Hong Kong, Taiwan, Thailand and Vietnam.The strategy of this program is based on the promotion of the European lifestyle, especially French, its gastronomy, pleasure, "good food" and taste, hence positioning European fruits and vegetables as quality products. A common signature will be used to translate the main message of this programme as "The European rendezvous".The proposed activities are engagements with professionals and consumers to educate them and invite them to taste fresh European fruits and vegetables, especially apples and kiwis. The objectives of this programme are to increase the awareness of European apples and kiwi fruits by 5-10 points in these markets and to increase exports to them. For apples, exports should increase from 30000 to 40000 tons at the end of the programme (an increase of 15 million€). For kiwi fruits, exports are expected to increase from 5000 to 6000 tons at the end of the programme (an increase of 2.5 million€).The foreseen activities by target and by market tend towards a change in the eating habits of the population in this geography, thus increasing the consumption of fresh fruits and vegetables. The messages will be disseminated to the target groups in the target countries via international trade fairs (culinary tasting, brochures), press and professional events during these trade fairs, promotional activities (material, informational brochure) and media activities (press kit, display, sponsoring event).A continuous independent evaluation and the mobilisation of a budget of approximately EUR  3.3 million will ensure the effectiveness of this strategy.http://www.interfel.com