PROMOTION PROGRAM ON FRUITS, VEGETABLES INCLUDING APPLES, KIWIS AND APRICOTS IN RUSSIA, BRAZIL AND COLOMBIA

South America is the fourth largest export area of EU fresh fruits and vegetables with a volume of 440,100 tonnes of fruit and vegetables exported. As for Russia, it used to be the first destination for European fruits and vegetables before the embargo was placed, i.e. more than 2.3 million tonnes of fruit and vegetables exported per year. Moreover, the end of the embargo was scheduled for 31.12.2017. This promotion programme should enable European companies to increase their capacity to sell their fruit and vegetables in these markets.The strategy of this programme is based on the promotion of the European lifestyle, especially French, in its gastronomy, pleasure of "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 program as "The European rendezvous".The proposed actions are meetings with professionals to inform them and invite them to taste fresh European fruits and vegetables, especially apple, kiwi and apricot. The objectives of this programme are to increase awareness of these European products and to increase exports in the targeted markets. In the South American market, exports of fruit and vegetables are expected to increase from 3  500 to 10  000 tonnes at the end of the programme (an increase of EUR 6 million). In the Russian market, the objective is to re-establish confidence in the quality of European products as soon as the embargo is lifted with an export target of 10 000 tonnes after 3 years.The foreseen activities by target and by market lean towards purchases focused on European fresh fruits and vegetables. The messages will be disseminated to the target groups in the target countries via press relations, point-of-sale promotion and events (World Food in Moscow, B2B workshops, etc.).A continuous independent evaluation and the mobilisation of a budget of approximately EUR 1 million will ensure the effectiveness of this strategy.http://www.interfel.com