Information provision and promotion measures on canned fruits in the United Kingdom, Egypt and Colombia

The proposed Action of Information Provision and promotion measures on canned fruits in the United Kingdom, Egypt and Colombia is submitted by the AGRICULTURAL CORPORATE COLLABORATION - AL.M.ME S.A. 
The proposed Action is of significant scale, targeting three countries, that are important targets for the Proposing Organization, representing three different continents: United Kingdom in Europe, Egypt in North Africa and Colombia in South America.
The general objective of ALMME is the achievement of increased market share in terms of sales value as well as to improve consumer awareness in the target markets. In that perspective the proposed Action is a mixed program since it aims both at an economic return and at an informative return. The objectives of the Action are in perfect alignment with the general objective of the information provision and promotion measures since the increase of exports and the provision of information on the merits of the Union agricultural products directly result in enhancing the competitiveness of the Union agricultural sector.  
The two Specific Objectives of the Action which will define the Action strategy are:
• Increase the value of exports of the canned fruits to 22 million euros in the UK (25% increase), 4.5 million in Egypt (25% increase) and to 1 million in Colombia within the 3-year duration of the Action.  
• Provide new knowledge on the merits of Union agricultural products to 600.000 consumers in UK, 600.000 consumers in Egypt and 600.000 consumers in Colombia. 
The groups targeted by the Action are consumers, buyers and opinion leaders. 
The communication mix that has been chosen is cost effective with activities ranging from digital (website, social media) to in- person events (press events, buyers’ events, B2B dinners) to more traditional ones (advertorials, Trade Fairs stands, tasting days). 
The total budget of the proposed Action is 2.325.088,20€.