Cutivating the Taste of Europe in Solar Greenhouses

The programme Cultivating the Taste of Europe in Solar Greenhouses (CuTE-Solar) has been designed to develop further the CuTE framework programme (EUVF-CuTE- 826049). Both programmes are complementary and seek synergies to optimise resources and results. CuTE-Solar will cover the particularities of the European solar greenhouses production methods. The consortium is made up of an EU Association (FruitVegetablesEUROPE) and two national Associations (The Spanish Fruit and Vegetables Interbranch Association, Hortiespaña and the Association of Producer Organisations of Fruit and Vegetables of Andalusia, APROA) covering the fruit and vegetable sector.The consortium is submitting this proposal to raise awareness of the specific features of EU fruit and vegetables agricultural production methods (solar greenhouse) and the characteristics of EU fruit and vegetables (quality, taste, safety, sustainability) in the EU internal market. Actions will be conducted in three EU countries (Belgium, Germany and Spain) during 3 years (2020-2021-2020).Through deep market analysis, seven specific F&V have been identified as in need of strategic promotional support in the context of this campaign. Regarding the target audience, the campaign will focus on: parents of young families (18-44 years); children (6-12 years) and opinion leaders, especially journalists and food writers.CuTE-Solar has a global programme strategy engaging the target audience, and a digital first approach encompassing a website, social media channels, digital advertising, public outreach events and media relations action (press events).It is expected to achieve a change in the perception and awareness on the EU production methods and the specific product characteristics of the selected EU target population, among 2.5% and 3.5%, at the end of the 3 years of the programme.