Promotion of canned peach in South America (Bolivia, Colombia, Ecuador, Mexico and Peru)

The action has as main objective to increase the competitiveness and consumption of Union canned peach and to raise their profile in two markets: Russian Federation and Belarus. The selected markets are of strategic importance for the Union and together they sum a combined exports value of only 3,5 mio euro (2018), when in 2013 was 9 mio euro. It aims at highlighting the specific features of agricultural production methods in the Union, particularly in terms of food safety, traceability, authenticity and nutritional value and the characteristics of canned peach , particularly in terms of its quality, taste and diversity.

The anticipated impact is to increase the value  of Union exports in the respective markets by the end of the action achieving high - instead of declining - growth rates in both markets. The action has a clear Union dimension, lost of markets shares in the two markets the last decade had a significant impact to the industry.

Main target groups are the import, distribution and sales channels, professionals of the sector and end users (consumers specifically urban middle income men and women with dependents age 20-44 years old). The comprehensive promotion mix includes PR (press events), website and social media, advertising (print, TV, online), communication tools (publications), events (stands at trade fairs, workshops and B2B meetings) and POS promotion (tasting days).