EUROPEAN FRUIT AND VEGETABLES: YOUR FRESH AND SUSTAINABLE CHOICE OVERSEAS!

European exports of fruit and vegetables to the identified market for this Action are growing consistently, with a CAGR of 4.97% (2014-2021). However, in 2021 Canada imported fruit and vegetables for a value of EUR 6.6 billion, only 1.9% of which from the European Union (Spain 1.2% and Italy 0.3%) compared to the 15% from other distant countries such as China, Vietnam, South Africa, New Zealand. Focusing on key characteristics of the promoted products, the proposal aims to increase visibility and awareness, but also consumption as well as exports of European fruit (CN codes N° 0801-0810) and vegetables (CN codes N° 0701-0709) in an important market like the Canadian one through a cohesive and already successfully implemented “Enjoy - it’s from Europe” campaign, underpinned by the theme “European Fruit and Vegetables: Your Fresh and Sustainable Choice!”. The proposal, in fact, intends to capitalise on the results already achieved with the other ongoing three-year campaigns in Switzerland, Norway and the UK, deeming appropriate to further broaden the scope of action of the campaign messages overseas, starting from a country particularly sensitive to the nutritional characteristics of food and healthy lifestyles, as well as sustainable production. The campaign’s strategy will be adapted to the different target groups. B2C and B2B activities will be properly mixed and balanced according to the main objectives (increase in consumption, increase of awareness and increase of exports) to be reached in the target market and will concentrate on opinion leaders, professionals in distribution and the Ho.Re.Ca. channel as well as on consumers (aged 25/64). Furthermore, the activities have been programmed in order to involve a sizeable number from each of the three target groups: as well as the field activities particular attention has been paid to the diversified use of advertising and digital/social channels.