Promotion of European Canned Peaches in Canada, the USA and Mexico

This project aims at promoting European canned peaches in Canada, the USA and Mexico. The Greek fruit processing industry, with canned peaches as its flagship, is an important contributor to the Greek economy and farmers' income.
Canned peaches are already a popular product in the three chosen markets, which are among the biggest importers in the world. With this promotional project we aim at increasing the competitiveness, consumption and market share of European canned peaches and more specifically, the value and volume of European exports of canned peaches to these markets. We will achieve that by highlighting their unique European characteristics particularly in terms of their quality, taste and traditions and the specific features of the peach producing and processing methods in the European Union in terms of food safety, authenticity, nutritional aspects, respect for the environment and sustainability.
The activities will target prospective business partners, opinion leaders and consumers. In USA and Canada, we will target consumers of the adult GenZ, Millennial and GenX age groups and in Mexico high and middle class earners. The activities have been chosen carefully to complement each other and be cost-effective while reaching the maximum number of all targeted groups with the most efficient, target-adjusted messages. Our balanced mix of B2B and B2C activities includes continuous PR, intense use of social media and online advertising, participation in trade fairs, B2B events, study trips to Europe, roadshows and tasting days, brochures and videos.
The total budget of the project is 1.999.947 euros.