EUROPE LOVES GREEN IN AMERICA

For the EU, 2021 saw around 158.2 million € of exports of fruit and vegetables to the three target countries: Brazil, Colombia and Ecuador. As things stand, the long run should see the current promotion drive pave the way for European companies to ramp up capacity to export even more fruit and vegetables to this market of abundant potential.
The main program strategy centres on raising awareness of a promotion that underpins the objectives of the European Green Deal to encourage sustainable French and European production methods. Such efforts are key to a ‘Farm-to-Fork’ strategy that accelerates our transition to a healthy, quality and sustainable food system. The approach also encompasses ongoing efforts to highlight the gourmet and great-tasting elements of the French Lifestyle, thanks to controlled and pinpoint environmental responses, which allow for conservation while remaining compliant with EU regulations. A common signature reflecting the central precept of this “Europe Loves Green” program will be used. The initiatives on the table involve getting together with professionals and consumers to familiarise them with and extol the virtues of European fresh fruit and vegetables. The program will provide 44,584,276 contact opportunities over the three years. The main aim is to specifically raise awareness among the 50,622 people out of 153,400 reached with messages developed throughout the campaign directly in key areas where European products are promoted and increase exports in this area. We estimate that by the end of the program, exports from France will amount to 17.3 million Euros as opposed to 9.6 million Euros in 2021 (an increase of 7.7 million Euros), which will see the value of the European product range grow from 158.2 to 166.2 million Euros.
An ongoing independent assessment and leveraging a budget of approximately €1.36 million will help ensure this strategy remains viable.