Promote the European lemon and increase export volumes

Europe as a leader in lemon industry has to face challenges from third countries such as Argentina or South Africa in front of which  it is difficult to compete in terms of prices and production costs. Therefore, the Spanish organisation ASOCIACIÓN INTERPROFESIONAL DE LIMÓN Y POMELO has foreseen the need for a vital and consistent program to strength the environmental sustainability model, quality and safety of the European production model. A SMART program where the work will be focused on obtaining informative performance, changing the perception on the European production model quality by a 10% at the end of the program and an increase of a 10% in the perception of intrinsic values of the European production model at the end of the program. The program has an important European dimension, where other EU lemon exporters countries can be added to this initiative. This ia one of the reasons why United States of America and Canada are the target markets. In terms of business objectives, it is aimed to increase the exports by 18% in Canada and 46,88% in USA at the end of the program. These objectives are based on a positive ROI investment of 6.77, reaching 69,650 M impacts. The programme has a global strategy, where digital advertising, social media and outdoor impact play an important role. The target audience will be the center of the communication, causing interaction between the product and it. The concept “European lemon Age” plays an important role and through it the European production model and the lemon healthy qualities will be described in different actions, reaching people of 25-40 years with a fresh, active, healthy attitude with which people can feel identified under the slogan #lemonattitude. Both the European lemon age and the #Lemonattitude are a double reinforcement of the European message and communication for better adaptations to different markets and communication supports.