Information provision and promotion measures on potatoes and tangerines in Norway and United Arab Emirates

The "Peel It" project, with a duration of 36 months, is designed to raise awareness of EU agricultural products, specifically potatoes and tangerines, and their rigorous sustainability standards. This initiative will enhance the competitiveness and consumption of these products in the UAE and Norway, aligning with the AGRIP-SIMPLE-2025-TC-ORGANIC OR SUSTAINABLE call. The project highlights the benefits of EU agriculture, focusing on climate, environmental, and animal welfare advantages. By promoting sustainable food consumption, including increased intake of plant-based products and fruits and vegetables, the project aims to reduce the environmental footprint of the food system. It also supports sustainable food production by advocating for environmentally and climate-friendly practices, in compliance with the Common Agricultural Policy (CAP) and the Farm to Fork Strategy.
In the UAE, the communication strategy will focus on restaurant weeks, where Cypriot potatoes and tangerines will be featured in high-profile restaurants, driving consumer engagement and showcasing the culinary versatility of these EU products. In Norway, the approach will center around trade events, directly engaging business professionals and stakeholders to strengthen trade relationships and increase product availability. The communication mix will include continuous PR activities, press events, social media engagement, a dedicated website, print materials, and promotional campaigns. These efforts will ensure consistent messaging and product visibility in both markets.
By raising awareness of EU production standards and sustainability practices, the project will encourage the adoption of more sustainable consumption habits.