THE EUROPEAN ART OF TASTE: ITALIAN FRUIT& VEG MASTERPIECES

The objectives of the "The European art of taste: Italian fruit& veg masterpieces" project, proposed by CSO Italy, are to improve the knowledge of the merits of the union’s fruit and vegetables and increase their competitiveness and consumption, by promoting the products of CSO Italy’s members in China, Japan, Taiwan and Thailand.
The choice to turn to countries in this area stems from the consideration, in accordance with the annual work 2021, that these markets are geographical priorities for the European agricultural products export. China continues to present promising prospects for increasing imports of EU agricultural products thanks to the constant growth of GDP, population and imports of agro-food products; Japan remains a relevant market, in particular for EU agricultural products with high added value; Thailand and Taiwan are recent markets but have increased the demand for imported quality products in recent years and are two key destinations for promotional actions to support exports of EU agricultural products.
The design strategy was defined considering the common characteristics of these three markets, diversifying, and then targeting actions on specific targets (trade, press & influencers, and consumer). The strategy considered the results of the current campaign promoted by CSO in the area, which are its prerequisite. Other distinguishing features of this proposal are a renewed and prioritized focus on sustainability and a strong preference for digital activities.
The project considers common activities (website, social network, promotional material, press activities, influencer marketing, trade fairs, instore promotion, etc.) And strategic actions targeted for each market, like the livestreaming for reaching the Chinese consumers or the promotion in wholesale stores in China and Thailand.