Taste Of Europe_Brazil

The programme concerns an information campaign for fresh pears (Conference) in Brazil. The Conference pear is widely grown in Europe. With a production of 953 tonnes, more than 40% of the European production share (2015), this pear is the most important variety in Europe.The Conference pear has several advantages compared to other pears: its long shelf life and versatility. The pear is suitable for people who like hard and crispy pears (slightly under-ripe) compared to people who prefer their pears soft and sweet (ripe).Before the Russian ban on agri-food, around 23% of the Belgian Conference pears were exported to Russia. The indirect consequence of the embargo is an oversupply of pears on the European market, resulting in pressure on the prices. The need for alternative market opportunities is high.Market access for Belgian pears in Brazil is almost a fact. Export is expected to start in 2017. This campaign aims to facilitate the start-up of the export to Brazil by constructing and improving the image of fresh Conference pears from the European Union, focusing on the sustainable production in the EU and its attention to controlling the production of fresh fruits, both in appearance (size, uniformity etc.) and intrinsic quality (phytosanitary health, residues etc.).The campaign is targeted at Brazilian professionals in the fruits and vegetables industry, as well as consumers. Campaign actions include print advertising, event sponsoring, study trips and most important point-of-sale actions.