Information provision and promotion measures on increasing the consumption of EU fresh fruit and vegetables in the Internal Market of EU (Germany and Spain)

The Consortium of ASEPOP Velventou and Spanish Association of Kaki, through this Action, wants to promote the consumption of European fruits in the internal market of the EU (Germany, Spain). The Action’s objective is to increase the consumption of EU fresh fruits and vegetables by informing consumers about balanced and healthy dietary practices and the beneficial impact of their consumption. The project’s ultimate impact will be linked to raising the profile of the promoted European fruits (peaches, nectarines, kiwis, kaki), increase their sales and exports to the target countries of Germany and Spain and consequently enhance their market share and competitiveness.

The specific objectives of the Action are two:
• Provide new knowledge on the beneficial impact of having at least 5 portions of a variety of fruit and vegetables each day to 600.000 people in Germany, and 600.000 people in Spain during the 3-year period of the Action.
• Increase the value of exports of the Proposing Organizations to the target countries over the 3-year period, to achieve a ROI > 1,7 to each target market.

The Action’s messages will focus on:
• having at least 5 portions of fresh fruits and vegetables each day
• the place of fruit and vegetables in the food pyramid
• the beneficial impact of fruit and vegetables on health

The selected strategy for the proposed Action is a multi-faceted approach that aims to address the challenges identified in the market analysis and adapt to different target countries. The campaign will be adapted to the different target countries, tailoring its messaging and communication channels to the local context. The communication mix for this Project is a comprehensive and well-rounded approach that includes a variety of activities to reach the project's target groups effectively, such as press events, website and social media, advertorials, media kits and promotional merchandise, promotional videos, stands at trade fairs, study trips, and tasting days.