PROMOTION PROGRAM ON FRESH FRUIT AND VEGETABLES AND PARTICULARLY APPLES, KIWIFRUITS AND APRICOTS IN USA AND CANADA

The North American zone has an import capacity of nearly 21.5 million tonnes of fruit and vegetables. However, it is the sixth most important export destination for fruit and vegetables from the European Union. European fruit and vegetables lack awareness among professionals and consumers. This promotion programme should enable European companies to increase their capacity to sell their fruits and vegetables in this high potential market, particularly in the United States and Canada.The strategy of this programme is based on the promotion of the European lifestyle, especially French, in its gastronomy, culinary pleasure, "good food" and taste, thus positioning European fruits and vegetables as quality products. A common concept will be used to translate the main message of this programme as "The European rendezvous".The proposed activities are appointments with professionals to inform them and encourage them to taste fresh European fruits and vegetables and especially apples, kiwis and apricots in these markets, thereby increasing exports in these areas. The objectives of this programme are to increase awareness of European apples, kiwifruits and apricots and to increase exports in these markets. Exports of fruits and vegetables are expected to increase from 7 800 to 15 000 tons at the end of the programme (an increase of EUR 10 million).The foreseen activities by target and by market tend towards a conversion of buying of the professionals into European fresh fruits and vegetables. The messages will be disseminated to the target groups in the various target countries via international trade fairs (culinary tasting, brochures), press and professional events during these trade fairs and promotional activities (materials, explanatory brochure).A continuous independent evaluation and the mobilisation of a budget of approximately EUR 1.2 million will ensure the effectiveness of this strategy.http://www.interfel.com