EUROPEAN FRUIT AND VEGETABLES: YOUR FRESH AND SUSTAINABLE CHOICE!

Italian exports of fruit and vegetables to the identified markets for this Action are growing, consistently in France by a CAGR of 4,28%, moderately in Spain (0.88%) and in Germany (2,12%), while domestic consumption is growing by a CAGR of 2.98% (Data 2013-2020). The analysis of consumption highlights how, despite the fact that the 4 countries (in particular Italy and Spain) are characterized by a fairly high per capita consumption, there is a trend in some segments of the population (in particular among those aged 15-24 years with the sole exception of Germany) to reduce the presence of fruit and veg in their diet in contrast to the Food Dietary Guidelines of the 4 countries which encourage the consumption of at least 5 daily portions of fruit and veg and with Beating Cancer Plan, which advises an increase in the consumption of fruit and veg to reduce the incidence of cancer.Focusing on key characteristics of the promoted products, the proposal intends to bring continuity to the annual campaign "I Love Fruit & Veg from Europe" implemented in the period April 2021/March 2022 in the same target target as well as to the ongoing three-year campaign in Switzerland, Norway and the UK, with the aim to further increase visibility and awareness, as well as consumption and sales of European fruit (CN codes N° 0801-0810) and vegetables (CN codes N° 0702-0709) in 4 important EU markets. The campaign’s strategy will be adapted to the target markets and groups. B2C and B2B activities will be properly mixed and balanced according to the main objectives (increase in consumption, awareness and exports) to be reached in the target markets and will concentrate on opinion leaders, professionals in distribution and the Ho.Re.Ca. channel as well as on consumers.
Furthermore, the activities have been programmed in order to involve a sizeable number from each of the 3 target groups through a balanced mix of field activities supported by the diversified use of online/digital channels.