THE HEALTHY MIX– FRUIT AND VEGS FROM EUROPE

‘The healthy mix– fruit and vegs from Europe’ project is presented by an aggregation of 3 proposers: agrifood partnership of region of western Greece (project leader - Greece), agricultural cooperative of asparagus producers Nespar (partner - Greece), Interprofession fruits et légumes d’Alsace (partner - France).

The project was designed around the real need of the participating organisations to communicate to major eu target-markets (Germany, France and Greece) that consumption of European fruit & vegetables ensures a safe, traceable and high-quality addition to a balanced everyday diet. The consortium has formed a partnership in order to address a specific and substantiated problem: the need to boost the consumption of fruit & vegetables by EU consumers. The specific fruits and vegetables represented in the proposal are strawberries, asparagus, cabbage, apples and plums. The project is coherent with the call subtopic AGRIP-SIMPLE-2021-IM-PROPER DIET, in line with the EC’s white paper on a strategy on nutrition, overweight and obesity related health issues and with the food based dietary guidelines (FBDGs).

The main objective is to increase the consumption of EU fresh fruit and vegetables by informing consumers (families with children) about balanced and proper dietary practices, while also enhancing the competitiveness and consumption of the promoted products, raise their profile and increase their market share. The project deliberately focuses on different channels of communication, both towards end-consumers as well as intermediaries (HORECA professionals, trade), to provide a circular approach for the accomplishment of its objectives. It also directly targets the cap’s ambition on addressing citizens'' concerns regarding sustainable agricultural production, including health and nutrition. The project lasts 3 years and the total budget is EUR 2 206 892.