European Fruit and Veg, Grown with Care in Middle East

For the European Union, the Middle East represents a fruit and vegetable export market worth around 380.8 million euros in 2023.This promotion programme should enable European companies to maintain their ability to export their fruit and vegetables to this high-potential market in the long term. The target countries are United Arab Emirates, Saudi Arabia, Bahrain, Qatar, and Kuwait. The programme's strategy is based on highlighting promotion that supports the objectives of the European Green Deal to promote sustainable French and European production methods, thus guaranteeing a farm-to-fork strategy aimed at accelerating our transition to a healthy, high-quality, and sustainable food system. A common signature will be used to convey the main message “EUROPEAN FRUIT & VEG, Grown with care”. The proposed actions mainly target food industry professionals, through participation in an international trade show with institutional exchanges, as well as through prescribing chefs, social networks and online and offline distribution platforms, pop-up event such as “Taste of Dubai” and tastings in points of sales to help them discover and taste fresh European fruit and vegetables. Overall, the programme will generate 18,357,696 contact opportunities over the three-year period. The proposed actions are encounters with professionals and consumers to help them discover and taste European fresh fruit and vegetables. The main aim of these activities is to raise awareness among the 68,112 people out of 206,400 reached with messages developed throughout the campaign directly in key areas where European products are promoted and increase exports in this area. We estimate that by the end of the programme, exports from France will amount to 23.7 million euros as opposed to 17 million euros in 2023 (an increase of 6.1 million euros), which will see the value of the European product range grow from 380.9 to 421.7 million euros.