MORE APPLES, MORE EUROPE

"More Apples, More Europe" is a promotional and training program promoted by Consorzio di Tutela Mela di Valtellina Igp, addressed to German and Italian markets. The program is aimed at enhancing the competitiveness and consumption of Mela di Valtellina Igp, raising its profile and increasing its market share, by informing consumers and trade operators on the proper dietary practices, highlighting the benefits of consuming fresh fruit and vegetables in a balanced diet. Activities will be developed during a three years period, from January 2023 till December 2025; the main strategy of the program will be based on a balanced set of promotional activities, developed and customized accordingly to the specific needs of the selected target groups and markets. Consumers will be reached during the point of sales promotions, proposing them a healthy and quality "taste of experience", and through advertising on TV, magazines, radio and digital tools; the trade operators will be trained in B2B events or trade fairs, to create a network able to spread the message of the program and to lead the consumers to choices for a healthier lifestyle. The program will be also supported by PR activities, the development of a website platform and regular posting activities on social media. Mela di Valtellina Igp is an excellent case history and the program forecasts positive impacts and benefits for the whole European fruit and vegetable sectors.