Taste of Europe UK

This programme concerns an information and promotion program for fruit and vegetables in UK. With fruit and vegetables key European Union agricultural products, the FV sector is a fundamental sector for many EU Member States. Moreover, the trade flow between EU and UK significantly contributes to the economic stability and growth of the EU, as the EU is a significant net-exporter to the UK, with a high dependence of the UK of fresh produce supply from EU mainland. By consequence, this project can offer great support to the European and Belgian FV sector, undeniably feeling the impact of Brexit. With Brexit in place, the competitive advantage of European fruits and vegetables comes under pressure. Therefore we are convinced that we should act now. Through a communication campaign among a B2B target group, with a European message of sustainability, high quality and premium taste, we are persuaded that we can consolidate and even reinforce our presence on the UK market. The program will highlight the sustainability of the FV-sector and stress its beneficial role for climate action and environment. The actions address how fruit and vegetables and their production methods contribute to climate change mitigation and adaptation and how they help to reach the objectives of the European Fark to Fork Strategy and the Green Deal. We would like to increase awareness around the sustainability, high quality and premium taste of European and Belgian fruits and vegetables among a B2B target group of fruit and vegetable buyers in the UK. We want to achieve this by intensively communicating about these characteristics. Specifically for sustainability, our communication will be based on scientific data and experiences and testimonials from the sector. When evaluating this campaign we would like a positive shift at the end of the campaign for the campaign message. Also we hope to see a positive economic impact, rising export for the European fruit and vegetables to UK.