Awareness-raising and promotion programme for FRUIT AND VEGETABLES IN ASIA

For the EU, Asia represents a fruit and vegetable export market worth around 189.5 million euros in 2024. The aim of this promotion program is to enable European companies to maintain their capacity to export fruit and vegetables to this high-potential market over the long term. The target countries are: Hong Kong, Singapore, Thailand, Vietnam, Malaysia, India and the Philippines. The program's strategy is in line with the objectives of the European Green Deal by promoting sustainable French and European production methods. It aims to promote a healthy, high-quality food system, while strengthening the international competitiveness of the industry. The common signature “EUROPEAN FRUIT & VEG, Grown with Care” embodies these values of sustainability and excellence. The proposed actions are aimed primarily at food industry professionals, through participation in an international trade show and seminars, as well as through influencers, social networks, press events and point-of-sale tastings, to help them discover and taste fresh European fruit and vegetables. Overall, the program will generate 63,304,933 contact opportunities over the three-year period. The objectives of these activities are to make 244,879 of the 1,224,395 people reached aware of the messages developed throughout the campaign, directly in key areas where European products are promoted, and to increase exports to this area, with an estimated end-of-program export value for France of 50.7 million euros, compared with an estimated 41.8 million euros in 2025 (an increase of 8.9 million euros), generating an increase in European supply from 201.6 to 222.1 million euros. The activities envisaged by target and by market are geared towards a strategic approach to supporting the change in eating habits of the population in this zone. Ongoing independent evaluation and the mobilization of a budget of around 3.77 million euros will ensure the effectiveness of this strategy.