FRESH-UP YOUR LIFE! - European top quality fruit and veg

FRESH-UP YOUR LIFE! - European top quality fruit and veg

Objective: to increase awareness of the merits of Union agricultural products and of the high standards applicable to the production methods in the Union and increase the competitiveness and consumption of Union agricultural products by promoting the fruit and vegetable products of CSO Italy members, within 2 geographical regions of great interest for the fruit and vegetable sector in Italy and Europe: a consolidated and mature market but always looking for innovations in the offer (USA - priority country for the project) and a relatively "new" but with a great potential for development (United Arab Emirates - UAE). Although they are two different markets, the project strategy aims to promote, in both countries, information actions to improve the level of knowledge of the merits and quality standards of European agricultural products, and promotion measures to increase the consumption and competitiveness and to optimize the image. The objectives of this program comply with the general and specific objectives set out in Article 2 and 3 of Regulation (EU) No 1144/2014.

Action strategy: The program could have an optimal impact in terms of stakeholders reached, having identified tools and channels that allow a cost-effective contact with the 2 targets within the markets, be them trade, press or food bloggers and consumers. The project will "hit" the target trade, with targeted actions of B2B and participating in major events trade fairs, the target average composed by press trade and food blogger, through direct activities able to involve them and raise their awareness so that they can become allies and ambassador of CSO Italy.

Target group: consumers from US and UAE, using a mix of activities digital and in-store promotion.

Budget: € 1,865,742.72 for 3 years