Information provision and promotion measures on quality EU kiwis in the USA and Canada

The proposed Action is submitted by the Producer Organization AGRICULTURAL COOPERATIVE EPISKOPI. The promoted products are fresh kiwifruit under the HS Code 08105000 - Fresh, kiwifruit. KIWI-LICIOUS, aims to enhance the competitiveness of the Union agricultural sector in the United States and Canada. The Action is designed to achieve two main objectives: The first objective is that for the 3-year period of implementation of the Action, the number of people that will increase their level of awareness, is expected to be 1,200,000 in USA and 1,000,000 in Canada. The second objective is to increase existing export value in the USA reaching 7,427,559.00 € in exports by the end of the Programme and to increase the existing export value in Canada reaching 1,041,984.00 € for the same period. The KIWI-LICIOUS project's main EU message is tailored to emphasize the unique qualities of European agricultural products, specifically kiwifruits, while promoting sustainable practices and the high standards maintained throughout the production processes. The main EU message of the campaign effectively conveys the unique qualities and value proposition of European kiwifruit, enticing consumers to elevate their everyday experiences with the addition of this flavorful and nutritious fruit, all while tapping into the themes of quality, health, sustainability, culinary creativity, heritage, and consumer engagement central to the "KIWI-LICIOUS" campaign. KIWI-LICIOUS employs a combination of traditional and digital marketing tactics to engage a wide audience using online ads, social media, influencer partnerships, event organization, and virtual tours to highlight AC EPISKOPI's production processes. A key focus is on educating consumers about the health benefits of kiwis. The campaign also emphasizes sustainable farming practices to meet the demand for eco-friendly products while marketing efforts are customized to suit regional preferences across USA and Canada.