Promotion of European Peach Compote

"The Greek canning industry is a European leader in the global canned fruit market. The proposing organisation DELCOF S.A. represents a sector of more than half a million turnover in 2015, with peach compote being their flagship product. Greece is the top European exporter of peach compote representing 80% of the total European exports to third countries. The action is targeting Singapore and Indonesia, two emerging global markets for canned fruits and specifically for peach compote, a product for which Greece represents more than 68% of the total EU-28 exports (2015). The main objectives are to increase the competitiveness of the European Union's peach compote and to become a leading supplier in both markets by 2020. This will be achieved by enhancing the profile and image of European peach compote, highlighting the specific features of the production method, particularly in terms of food safety, authenticity, nutritional value and sustainability; reinforcing relations with specific market segments and by enhancing familiarity of the consumers with the produce (compliance with specific objectives laid down in article 2 (b) and (d) and article 3 (a) of EU Regulation 2015/1144). Expected results include the annual increase of value of exports by 35% in Singapore and by 45% in Indonesia on an annual basis, between 2018 and 2020. The action has, as main target, urban medium-income consumers between the age of 20 and 44 (women and men), as well as distribution and sales channels (importers, wholesales, retailers, HRI) and professionals/multipliers, both in Singapore and Indonesia, as these common characteristics have been identified. The marketing mix has been selected based on the principals of suitability, acceptance, efficiency, value for money and return of investment. It includes “branding”, web media and brochures, fairs, promotion actions, advertising and PR; aiming at contributing positively to achieving both objectives. The total budget of the action is €2 062 444"