PROMOTION OF FRUIT CONSUMPTION IN THE INTERNAL MARKET (GREECE, GERMANY, POLAND)

PROMOTION OF FRUIT CONSUMPTION IN THE INTERNAL MARKET (GREECE, GERMANY, POLAND)


The World Health Organization recommends that individuals consume "a minimum of 400g of fruit and vegetables per day” – nevertheless, according to the European Health Interview Survey in the European Union today slightly more than a third (34,4%) of the population aged 15 or over do not eat fruits on a daily basis, while less than 15% consume at least 5 portions each day.

The proposed campaign EU FRUITS is a joint initiative of six producer organizations from Greece and Cyprus, who are teaming up in order to promote the consumption of fruits and vegetables and underline their importance in everyday nutrition habits.

The basket of fruits and vegetables includes some of the powerhouses of Greek and Cypriot fresh produce production, namely kiwi fruits, cherries, grapes, apricots, peaches, citrus, apples.

The target countries are Greece, Germany and Poland, all of which consume an important amount of Greek and Cypriot fruits and vegetables.

The campaign wishes to implement educational and promotional activities for the general public, opinion makers and HORECA professionals, in order to raise awareness on the importance of fruits and vegetables consumption for a balanced diet, but also to increase the market share of European fruits and vegetables by showcasing them as safe, traceable and regulated production. Special focus is given to students, as well as to the expanded use of new media and online activities.

The proposing organizations are among the most important fruit producers in Greece and Cyprus and have worked together in previous promotional campaigns with great success.