Information provision on increasing the consumption of EU fresh fruit and vegetables in the Internal Market of EU

With the proposed Action, the Proposing Organization, Agricultural Cooperative of Neapolis Agrinio (AC Neapoli), wishes to increase the consumption of fresh fruit and vegetables (F&V) in Greece, Germany and Sweden by informing consumers on the benefits of eating more fresh fruit and vegetables. Agricultural Cooperative of Neapolis Agrinio is a Recognized Producers Organization for asparagus and kiwis. The proposed Action aims to inform consumers about balanced and proper dietary practices. The expected ultimate impact is to enhance the competitiveness and consumption of the concerned EU fruit and vegetables, raise their profile and increase their market share. The objectives of the Action are to provide new knowledge to consumers in all three target countries, as well as to increase the value of sales of the Proposing Organization to the target countries over the 3-year period.
The communication mix has been carefully selected in order to communicate with the defined target groups, i.e. consumers, with a focus in children; trade and opinion leaders. The proposed activities will be implemented though implementing body/bodies. Implementing Body will be selected ensuring best value for money and absence of conflict of interest according to the procedure as defined by the Greek Ministry of Agriculture. 
The objective of the proposed action is mainly informative, since it aims to increase the consumption of EU fresh fruit and vegetables, by informing consumers about balanced and proper dietary practices. At the level of the proposing organization, the proposed action will produce an economic impact as well. 
The budget for the three-year Action is 3.140.000 euros.