Promotion of fresh exotic european fruits on the french market

The proposed project aims to promote the consumption of European agricultural products, particularly French Kiwifruit and Spanish PDO Kaki Ribera del Xúquer, within the French market. The initiative aligns with the EU's objectives of increasing fresh fruit and vegetable consumption, promoting healthy dietary practices, and supporting sustainable agriculture.
The project aims to increase demand and market share for French Kiwifruit and Spanish PDO Kaki Ribera del Xúquer. To optimize performance within the allocated budget, a concentrated 3-year program has been devised, progressively increasing in effectiveness and impact annually. Aligned with market analysis and realistic potential estimations, two SMART objectives have been established through 2027. Firstly, the Informative Objective aims to boost awareness and recognition of French Kiwifruit & Spanish PDO Kaki Ribera del Xúquer among the designated target demographic by program completion. This objective entails deploying tailored marketing and educational initiatives to achieve measurable awareness growth. Secondly, the Economic Objective seeks to elevate the sales evolution percentage over the program's 3-year duration. Achieving this objective involves implementing sales-driven strategies like promotions and expanded distribution channels, contributing to the economic viability of the proposing organizations and EU producers.
The project targets French consumers aged 25-65, addressing challenges of declining fruit consumption and increasing awareness of European fruits. It employs a multi-faceted approach, including public relations, digital marketing, tasting activities, and partnerships with media and key opinion leaders. Key messages emphasize the importance of a balanced diet, the diversity and quality of European fruits, and the seasonal nature of fruit consumption.