RED GOLD FROM EUROPE. EXCELLENCE IN EU PRESERVED TOMATOES.

The growing exports of EU canned tomatoes to the United States, indicating an increasingly discerning consumer demand for food quality and safety, represents a significant opportunity for this important sector of the European food industry (23.4% - over 10.7 million tons - of worldwide production). The present proposal aims to increase visibility and awareness as well as sales / market share of European preserved tomatoes (CN code N° 2002 “tomatoes prepared or preserved otherwise than by vinegar or acetic acid” – EC Regulation 1308/2013) in the United States through a cohesive “Enjoy - it’s from Europe” campaign that aims to build on the previous 2019-2022 project successfully implemented by ANICAV in the same target market. The campaign’s strategy will be adapted to the different target groups. B2C and B2B activities will be properly mixed and balanced according to the main objectives (increase of awareness and increase of exports / market share) to be reached in the target market, each objective having a different weight within the proposed action according to the current target market perception and awareness of the proposed European product. In the United States (where the total imports of canned tomatoes in 2024 were 166 million euros in value and over 100,077 tons in volume, 52.6% of which from Europe worth 87.3 million euros), the target groups will be consumers (specifically foodies), opinion leaders / KOLs, importers / food sector distribution and HoReCa professionals. Furthermore, the activities have been carefully programmed in order to involve a significant number from each of the three target groups through a balanced mix of field activities (press events, trade fairs, educational tours, POS promotions) supported by the diversified and targeted use of television / online / digital / social channels.