Taste Of Europe China III

This programme is an informational and promotional campaign for European fresh pears (Conference) in China, the world’s second largest economy. The Conference pear is the most commonly cultivated pear in Europe; 53% of all pears cultivated in Europe are Conference pears and this percentage is growing. The European fresh fruit sector is exposed to unprecedented business conditions. The world is rapidly changing, geopolitical tensions are increasing with vast economic impact with rising energy costs, rising costs of resources,… All these events create significant impact on the entire European FV sector. After some difficult years following the pandemic, the export of pears to the Asian region is growing again. With this campaign we want to re-establish at least and slightly beat the level of export volumes we reached before the pandemic for European Conference pears on the Chinese market. This campaign is a continuation of two successful 3-years promotional campaigns for Conference pears in China. Important to say, following article 1 (4) of Delegated Regulation (EU) 2015/1829, 2024 is the gap year for the previous consecutive campaigns for the promotion of European Conference pears in China. Thanks to the previous campaigns, we see positive results as familiarity with the Conference pear is gradually increasing. VLAM wants to pick-up again the efforts made on the Chinese market in order to build this market into a permanent export flow. The campaign starts in January 2025 and runs for a period of 3 years.