Information provision and promotion measures on high quality European cherries in India and UAE

CherryFic! is a three‑year EU‑funded programme led by AC Rachis Pierias “O Agios Loukas” that promotes high‑quality fresh European cherries in India and the United Arab Emirates. Building on the cooperative’s 45‑year expertise and rigorous certifications (AGRO 2, ISO 22000, GLOBALG.A.P., GRASP), the action seeks to raise awareness of Europe’s safety, traceability and sustainability standards, strengthen consumer preference, and expand market share for EU cherries produced in Pieria, Greece. Market analysis shows fast‑growing demand for premium, health‑focused fruit among affluent, health‑conscious urban consumers in both target countries, yet EU cherries currently enjoy limited visibility. To close this gap CherryFic! combines an integrated communication strategy—dynamic multilingual website, social media campaigns, digital advertising, virtual orchard tours and a PR office—with on‑the‑ground activities such as press events, trade‑fair participation, B2B meetings, in‑store tastings and point‑of‑sale promotions. Seven work packages set clear outputs, indicators and risk‑mitigation measures, all coordinated by a dedicated Project Management Office. By 2028 the project aims to reach 2.55 million consumers in India and 2.8 million in the UAE, secure listings with at least six new distributors per market and lift Greek cherry exports from €20 k in 2024 to a combined €8.4 million, yielding an estimated ROI of 185 %. Continuous evaluation, adaptive marketing and reinvestment of sales revenues will sustain momentum after EU funding ends, while the project’s transparent, environmentally responsible approach is expected to enhance the broader image and competitiveness of European fruit on global markets. ​