EUROPEAN FRUIT AND VEGETABLES – YOUR FRESH CHOICE!

The growing level of exports of fruit and vegetables in the two target markets, namely Switzerland and Norway, equal to a compound annual growth rate of 4.39% and 1.16% respectively for vegetables and of 6.36% and 2.60% respectively for fruit, represents a significant opportunity for the European fruit and vegetables sector. Indeed, Switzerland and Norway are respectively the first and second country for exports of European fruit and vegetables.  Switzerland imported fruit and vegetables for a value of EUR 1.5 billion in 2019 of which 63.9% from the European Union. Norway imported fruits and vegetables for a value of EUR 920 million of which 54.3% from the European Union. Focusing on key characteristics of the promoted products  (quality, sustainability, carefully hand picking and selection, traceability and food safety), the proposal aims to increase visibility and awareness as well as sales of European fruit (CN codes N° 0801-0810) and vegetables (CN codes N° 0701-0709) in the two target markets through a cohesive “Enjoy - it’s from Europe” campaign, underpinned by the theme “European Fruit and Vegetables – Your Fresh Choice!”.  The campaign’s strategy will be adapted to the different target groups.  B2C and B2B activities will be properly mixed and balanced according to the main objectives (increase of awareness and increase of exports) to be reached in the target markets and will concentrate on opinion leaders, professionals in distribution and the Ho.Re.Ca. channel as well as on consumers (aged 25/64). Furthermore, the activities have been programmed in order to involve a sizeable number from each of the three target groups: as well as the field activities, particular attention has been paid to the diversified use of online and social channels (website, social media and pairing sessions, bloggers / journalists outreach programme, chef online contests).