Promotion of European Canned Peaches in Egypt, Saudi Arabia and the UAE

This project aims at promoting European canned peaches in Egypt, Saudi Arabia and the United Arab Emirates. The Greek fruit processing industry, with canned peaches as its flagship, is an important contributor to the Greek economy and farmers’ income.
The three chosen markets are not big consumers of canned peaches, but have great potentials. With this promotional programme, 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 increasing the total size of the market for canned peaches and by highlighting their unique European characteristics particularly in terms of their quality, taste and traditions and of 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 Egypt we will target affluent and middle-class consumers, in Saudi Arabia we will target the age groups 15-24 and 25-54 and, in the UAE, we will target Emiratis and affluent expatriates. At the same time, we will make use of the nature of UAE as a business hub and gateway for the whole MENA region and the Arab world. 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 1.731.219 euros.