Taste of Europe UK & Norway

This programme concerns an information and promotion program for fruit and vegetables in UK and Norway. This is a follow-up campaign from Taste of Europe UK, with an extra market Norway. With fruit and vegetables key European Union agricultural products, the FV sector is a fundamental sector for many EU Member States. With a European FV sector working hard on sustainability we are persuaded that in UK and Norway, we have an advantage compared to non-EU competitors. Moreover, the EU mainland is nearby and is an important element in a sustainable story. All this together clearly indicates that this proposal for the promotion of European fruits and vegetables can be an essential contributor in enhancing our European fruit sector facing geopolitical and economic challenges. 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 and Norwegian 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 in UK and Norway. 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 and a positive economic impact, rising export for the European fruit and vegetables to UK and Norway.