Dar polskich sadów. Jabłka z serca Europy / Fresh from the orchards of Poland. Apples from the heart of Europe

The campaign promoting high quality apples from Europe, entitled “Fresh from the orchards of Poland. Apples from the heart of Europe”, will be carried out by the Consortium of the Association of Polish Fruit and Vegetables Distributors “Fruit Union” and the Society of Fruit Growers of the Republic of Poland. Information and promotion activities will focus on the markets of Malaysia and Thailand from April 2021 to March 2023. The target group are representatives of fruit distributors and retail chains interested in purchasing high quality apples, as well as individual consumers. The campaign message will be based on emphasising the high quality and diversity of apples from Europe. Regardless of origin, cultural traditions, age or gender, anyone can find an apple meeting their taste. Next to diversity, high emphasis will be placed on the quality of European apples and consumption safety. While food quality is highly appreciated in the Southeast Asia, EU norms regarding pesticide residues in food are highly restrictive and guarantee safe consumption of European foods. The campaign budget is estimated at EUR 2.8 million. The main activities include creation of consistent visual identification, development and ongoing updates of information on the dedicated campaign website, PR activities (e.g. Apple Day, flash-mob, culinary workshops, street sampling of apples), participation in economic fairs and missions, conferences for industry and media representatives, study tours to Poland for potential trading partners from Malaysian and Thai markets, as well as press, internet and outdoor advertising (including actions with influencers). The campaign will involve the following economic and informative benefits: increased volume of Polish/EU apple exports by EUR 4,5 million, improved awareness regarding the quality of European apples among 25% representatives business (trade, gastronomy) and 10% individual consumers from the project target group (on each target market).