Come fruta europea

Excess weight is an epidemic with serious consequences for the health of Europeans and a growing burden on the EU’s healthcare systems. In Spain, more than half of the adult population (55.8%) is overweight, and nearly one in five suffers from obesity (18.7%).
This situation is closely linked to unbalanced dietary patterns, characterized by a low consumption of fresh fruits and vegetables. In Spain, fresh fruit consumption has dropped by 20% in volume over the last ten years. Today, each Spaniard consumes 22 kg less fresh fruit per year than in 2014.

This dramatic decline not only threatens the health of millions of Spaniards and Europeans, but also puts at serious risk the sustainability of the EU agri-food system and the livelihoods of thousands of rural European fruit producers. Promoting healthier diets can improve people’s health while also having a significant impact on rural economies and the EU’s climate and food ambitions.

According to the WHO, excess weight is the result of an imbalance between caloric intake (diet) and expenditure (physical activity). If the food industry is part of the problem, it can—and must—also be part of the solution.

With this in mind, ASPROCAN, as the largest European producer of bananas—the most consumed fruit in Spain—is committed, through this programme, to promoting healthier eating habits among Spaniards, highlighting the benefits of consuming fresh fruit from Europe and contributing to increasing the competitiveness and consumption of these EU agri-food products.

To achieve this, promotional, informative and educational actions have been planned over the course of a three-year campaign, targeting Spanish households through mass media, digital platforms and sports-related activities, with a total budget of € 6.643.626,74 and an expected ROI of €20 for every €1 invested.