EUROPE LOVES GREEN IN ASIA

For the EU, 2021 saw around 223.6 million € of exports of fruit and veg to the Asian region. In the long term, the current promotion drive should pave the way for European companies to ramp up capacity and export even more fruit and vegetables to this very promising market. The target countries are Malaysia, Singapore, Hong Kong, Thailand, Vietnam and India.
The main program strategy centres on raising awareness of a promotion that underpins the objectives of the European Green Deal to encourage sustainable French and European production methods. Such efforts are key to a ‘Farm-to-Fork’ strategy that accelerates our transition to a healthy, qualitative and sustainable food system. The approach also encompasses ongoing efforts to highlight the gourmet and great-tasting elements of the French lifestyle, thanks to controlled and pinpoint environmental responses, which allow for the conservation of the environment while remaining compliant with EU regulations. A common signature reflecting the central precept of this “Europe Loves Green” program will be used.
Overall, this program will allow 45,050,553 contact opportunities over three years. The initiatives on the table involve getting together with professionals and consumers to familiarise them with and get them to try European fresh fruit and vegetables. The objectives behind this drive include boosting awareness for 208,725 people out of 632,500 affected by the messages refined throughout the campaign, directly in key areas where European products are promoted and boost exports to that area, with an estimate at the end of the program amounting to €48.5 million in exports for France as opposed to 21.2 million euros in 2021 (equating to a rise of 15.6 million euros), which will translate into overall growth for the European product range going from 223.6 to 341.2 million euros.
The initiatives, devised with individual targets and markets in mind, intend to get people within these areas to rethink their eating hab