European Fruit and Veg, Grown with Care in Americas

INTERFEL (French Interbranch Organization for Fresh Fruits and Vegetables), DOP KAKI RIBERA DEL XUQUERA (Spanish Designation of Origin) and Freshfel Europe have joined forces to promote European fruit and vegetable exports to North and South America. In 2022, European fruit and vegetable exports to these markets reached a value of 534 million euros. The targeted countries include the United States, Canada, Brazil, and Mexico, with the objective of increasing knowledge, consumption, competitiveness, and ultimately export of fresh produce to these regions. This initiative aims to facilitate European companies in scaling up their capacity and exports to these promising markets.

The primary strategy of the program is to raise awareness through a promotion aligned with the objectives of the European Green Deal, promoting sustainable production methods in France, Spain, and across Europe. These efforts are vital for advancing a 'Farm-to-Fork' strategy, accelerating the transition towards a healthy, high-quality, and sustainable food system. The approach also emphasizes highlighting the gourmet aspects of the French and Spanish lifestyles, showcasing how controlled environmental practices can conserve nature while adhering to EU regulations. A unified slogan for the program, "Europe never too green," reflects its core principle.

The program's activities aim to increase awareness and knowledge among target consumers and professionals in the specified markets. This involves informing professionals such as importers, distributors, and consumers through various channels including B2B meetings, social media, trade press advertising, and participation in key trade fairs such as Global Fresh Produce and Fruit Attraction SP. The campaign targets making 10 to 20% of consumers aware of the benefits of European products, particularly apples and persimmons.

Ultimately, the program is expected to positively impact French, Spanish, and EU exports by increasing growth rates by 5%.