Season: Fresh fruit and vegetables from Europe. Every day

The action targets the Danish market for fruit and vegetables (FV) in which European imported produce holds an 86% market share compared to imports from third countries. Increased consumption of FV in the Danish market will increase European producers’ turnover.Families with children do not consume as much FV as other consumer segments. About 81% of families consume less than 300g per day and household spending on FV amounts to only 7.6%. The objective is to increase household spending by 7.5% and consumption by 30kg per year.Most Danes have no pronounced preference for EU produce, but appreciate freshness and value food safety. By informing on EU production methods, consumers’ preference for European FV will increase and, in turn, so will sales and turnover. The objective is to increase consumer preference for European fruit and vegetables by 6% and 4%, respectively.The foodservice industry currently accounts for more than a third of Danish food consumption. The medium-term trend is an increased demand for FV (e.g. to create variation and respond to health and organic food trends). The action targets professionals and wholesalers from the industry. The objective is to increase the FV share of wholesalers’ total turnover from 8.6% to 15%.Central to the action’s communication strategy is the main EU message ‘Fresh fruit and vegetables from Europe. Every day’. The supporting key message ‘One more per day, all day, all week, all season’ conveys a message on proper dietary practices. Campaign activities will largely be implemented via digital media suitable for families with children, as well as activities in retail, especially discounters.For the foodservice, training courses and interaction at trade fairs will increase the knowledge of kitchen professionals and wholesalers about the better use of seasonal fruit and vegetables.The total action budget is €2,482,738