GOLDEN RED TOMATOES FROM EUROPE - BETTER THAN FRESH!

The growing, albeit moderate, increase in the export of preserved tomatoes whole or in pieces  (annual growth rate of 16.2% since 2012), in the Indian market, which is characterised by a large production of fresh tomatoes but not interested in producing preserved tomatoes itself, represents a significant opportunity for the European canning industry, also considering its size and the fact that there is very little competition (96.3% of the promoted products are imported from the EU).  
Furthermore, although the pro capita consumption of tomatoes (fresh and preserved) is still rather low (circa 100 g. annually), the annual growth rate of consumption of transformed fruit and  vegetables is growing (estimated to reach 9.4% by 2023) and Indian imports of preserved tomatoes whole or in pieces are growing (CAGR equal to 5-6% yearly). 
Therefore, by capitalizing on image, quality, safety, traceability, nutritional value and health properties, versatility, ease of use in cooking and comparable characteristics to those of fresh tomatoes, the proposal aims to increase visibility and awareness as well as sales of EU preserved tomatoes whole or in pieces (CN code N° 200210 – EC Regulation 1308/2013) in India through a cohesive “Enjoy - it’s from Europe” campaign, underpinned by the theme “Golden Red Tomatoes from Europe – Better than Fresh!”.
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 to be reached and will concentrate on opinion leaders, professionals in distribution and the Ho.Re.Ca channel as well as consumers (millennials and generation X in particular).  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 online and social channels.