Apples of European Union

The “Apples of European Union” project (“AppEal-EU”) is proposed by the Consortium Mela Alto Adige, in partnership with the producer’s organisations VOG and VI.P, and will take place in Italy and Spain. The testimonial product is the APPLE and, in particular, the apples produced by Proposing Organizations (POs) in South Tyrol. These apples come in different varieties: we find, for example, organic apples, the South Tyrolean Apple PGI, and several other types.
“AppEal-EU” is presented under the Call AGRIP-SIMPLE-2023, Topic 4 AGRIP-SIMPLE-2023- IM-FRESH FRUIT AND VEGETABLES. The general objective is to strengthen the competitiveness of the EU agricultural sector, while the specific objective aims to increase the consumption of fresh fruits and vegetables produced in the EU by providing information to consumers about healthy and balanced eating habits. Thus, the AppEal-EU Program aims to contribute to the achievement of these goals by promoting not only greater fruit consumption, but also more sustainable production systems and consumption, fairer economic returns for producers, and increased competitiveness of the target sector, for the sustainable recovery of the EU's agribusiness sector. The main target group that the AppEal-EU Program will address is consumers and those responsible for household purchases. In fact, the market analysis shows that both target countries are still far from achieving the goal of consuming the minimum amounts of fresh fruits and vegetables recommended by the WHO. Therefore, the main purpose of the proposed activities is to achieve an emotional and sensory involvement of consumers, in order for them to rediscover the pleasure of eating fresh fruits and vegetables. Planned activities include Public Relations, collaboration with experts and journalists, creation of a landing page dedicated to the Programme, publication of social media posts, online advertisements, workshops, study trips to production areas and tastings at points of sale.