European Production of HortO-fRuIt: A guarantee of quality and wellness

EUPHORIA is programme for 3 years aimed, consistently with the objectives of the Art. 2 of the Reg. 1144/2014 and in line with the Priority 2, Topic 5 of the Work Programme 2019, to:a) increase the awareness of the merits of the EU products and the high standards of EU production methods;b) to increase the market share of EU products in Norway and Swizerland, promoting the EU fruits and vegetables. The strategy to achieve these objectives is based on a mix of activities, targeted to consumers, key opinion leaders, and distribution players, that combines: traditional and innovative communication channels, tasting days that allow a direct contact between consumers and EU products, direct communication initiatives targeted to stakeholder and operators. This strategy has been designed to be able to have an effect on the side both of the demand and of the supply: consumers are invited to increase their preference for EU products and suppliers to make available EU products on their shelves. To stimulate both of them, a better knowledge of the EU products is fundamental. The EU fruits and vegetables sector, object of this promotional programme, provides a wide range of specificities that allows to illustrate the merits of the EU agricultural products that become the themes of the message of the programme. These are quality and safety of EU products, thanks to the EU standards of production and rules on traceability and labelling. The programme estimates at the end of implementation period a ROI of 1,77 and a 70% of consumers that have increased their knowledge about the EU products.