PROMOTION PROGRAM ON FRUITS, VEGETABLES AND APPLES IN THE MIDDLE EAST

By 2015, the Near East and Middle East zone represented an import zone of nearly 7.5 million tons of fruit and vegetables with an average annual growth rate of 33%. This promotion programme should enable European companies to increase their capacity to sell their fruit and vegetables in this high potential market. The targeted countries in order of importance are: United Arab Emirates, Saudi Arabia / Bahrain, Israel, Qatar, Oman and Kuwait.The strategy of this programme is based on the promotion of the European lifestyle, especially French, in its gastronomy, pleasure of "good food" and taste, thus positioning European fruits and vegetables as quality products. A common concept will be used to translate the main message of this programme as "The European rendezvous".The proposed activities are sessions with professionals and consumers to familiarise them and invite them to taste fresh European fruits and vegetables and especially apples. The objectives of this programme are to increase the awareness of European apples by 5-10 points in these markets and to increase exports in this area. For apples, exports should increase from 60  000 to 75  000 tonnes at the end of the programme (an increase of EUR 18 million).The foreseen activities by target and by market tend towards creating a shift in the eating habits of the population on this zone, thus increasing the consumption of fresh fruits and vegetables. The messages will be disseminated to the target groups in each target country via international trade fairs (culinary tasting, brochures), press and professional events during these trade fairs, promotional activities (material, informational brochure) and media activities (press kit, display, sponsoring event).A continuous independent evaluation and the mobilisation of a budget of approximately EUR 3.2 million will ensure the effectiveness of this strategy.http://www.interfel.com