Promotion of European Preserved Peaches in Indonesia and Vietnam

This project aims at promoting European preserved peaches and fruit cocktail in Indonesia and Vietnam. The Greek fruit processing industry, with preserved peaches as its flagship, is an important contributor to the Greek economy and farmers’ income.
The two chosen markets are not big consumers of preserved peaches, but have great potentials. With this promotional programme, we aim at increasing the competitiveness, consumption and market share of European preserved peaches and fruit cocktail and more specifically, the value and volume of European exports of preserved peaches and fruit cocktail to these markets. We will achieve that by increasing the total size of the market for preserved peaches and by increasing European market share, 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 Indonesia we will target Generation Z consumers and millennials and in Vietnam we will target Generation Z consumers, millennials and Generation X consumers. Our knowledge of the market and extensive research guide our strategy to take advantage of current consuming trends in Indonesia and Vietnam. 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, B2B and B2C printed promotional material and videos.
The total budget of the project is 1.562.271 euros.