Taste of Europe China

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. This pear has several advantages compared to other pears: its long shelf life and versatility. It is suitable for consumers who like hard and crispy pears (slightly under-ripe) as well as consumers who prefer their pears soft and sweet (ripe). This campaign concerns an information campaign for fresh pears (CN 2016 code: 08083010, 08083090) in China.Our objectives: this campaign aims to further increase the export of pears from the European Union to China. We see Belgium as the driving force behind this growth. This campaign also aims to create familiarity around the quality of fresh pears from the European Union in general, and the Conference pear in particular, and to continue to build up a good image of fresh pears from the European Union in China by placing the focus on their high quality, the sustainable production methods, traceability and care for food safety through controls. By 2020 we expect to see the campaign has had an impact on the awareness of fresh Conference pears from the EU in the Chinese market. When evaluating this campaign we would like a positive shift in 2020 due to our campaign message. The European (top) fruit sector was hit hard by the Russian embargo. An indirect consequence of the import ban is an oversupply in the European market and pressure in prices. This is the reasoning behind the request to set up a campaign for Conference pears, a typically European product, in the Chinese market.The campaign is targeted at Chinese professionals in the fruit and vegetables industry on a first level as well as consumers on a second level. Campaign actions include print advertising, study trips and most importantly point-of-sale actions.http://www.vlam.be