EUROPEAN FRUIT AND VEGETABLES - YOUR FRESH CHOICE!

Prior to the lockdown restrictions introduced in EU member states due to the COVID-19 pandemic, Italian exports of fruit and vegetables to the identified markets for this Action were growing consistently: in France by a CAGR of 3.99%, in Spain by a CAGR of 3.5% and in Germany by a CAGR of 1.4%, while domestic consumption was growing by a CAGR of 1.65%. The COVID-19 pandemic health restrictions impacted negatively on the consumption and EU exports of the promoted products in the internal market, especially due to the sharp fall in demand from the Ho.Re.Ca sector. It can be noted that in 2019 France imported fruit and vegetables for a value of EUR 7 billion, 56.2% of which from the European Union, Germany imported fruit and vegetables for a value of EUR 13.4 billion, 61.3% of which from the European Union, Italy imported fruit and vegetables for a value of EUR 4.1 billion, 55.5% of which from the European Union and consumed national production worth over  EUR 7.8 billion and Spain imported fruit and vegetables for a value of EUR 3.9 billion, 30,2% of which from the European Union.  Focusing on key characteristics of the promoted products, the proposal aims to restore and increase visibility and awareness as well as sales of European fruit (CN codes N° 0801-0810) and vegetables (CN codes N° 0701-0709) 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 balanced according to the main objectives and will concentrate on opinion leaders, professionals in distribution and Ho.Re.Ca. channel and consumers (aged 25/64). Furthermore, the activities aim to involve a sizeable number from each of the target groups: as well as the field activities attention has been paid to the diversified use of advertising and social channels: website, social media, bloggers/journalists/chefs outreach programme.