EU Peach Flavors Information project for promotion of Canned peaches in Western Balkans

Greek canning industry is the European leader in global canned fruit market. DELCOF S.A. represents a sector of more than half a million sales with canned peach to be their flagship. Greece is the top European exporter of canned peach representing 80% of the total European exports to third countries in 2020. The action is targeting West Balkans a proxime and challenging unified market for canned fruits and specifically for canned peach. Greek export''s represented in 202046% of the total Union''s exports according to EUROSTAT to the five target countries. Objectives are to increase the competitiveness of Union canned peach and to maintain its position as key supplier as Union. Achieving higher exports growth rates will result to higher market share and new exports. Enhancing the profile and image of European canned peach by highlighting the specific features of the production method, particularly in terms of food safety, authenticity, nutritional value and sustainability will be the first strand (article 3 (a) of Regulation (EU) 1144/2014); enforcing relations with specific segments of markets by enhancing familiarization of the consumers with the product and its feature (article 2 (b) and (d)) is the second strand. The action target urban medium income consumers 20-44 years old (households with dependants and women as priority) as well as distribution and sales channels and professionals /multipliers. The marketing mix has been selected according to the principals of suitability, acceptance, efficiency, value for money and return of investment; It includes web and social media, advertising(traditional-online) , communication tools, fairs, events, B2B (seminars study tripsand B2C events (roadshows) and POS Promotion that will contribute positively in achieving the anticipated results. The total budget is 2.469.705 EUR.