JUICE your Way

The proposing organization, the Union of Agricultural Cooperatives of Argolis - REA, a recognized producer organization in the fruit and vegetables sector in Greece has submitted the project “JUICE your Way - High Quality fruit juices for Uganda & Kenya”. The recognition of the organisation covers citrus and fresh apricots for processing, i.e. juicing, covered by the programme. The activities of REA focus on the processing of agricultural products, principally citrus juice and other fruit, fruit and vegetable packaging and the provision of services.

The general objective of the proposed action is to enhance the competitiveness of the Union agricultural sector. The action is designed on the basis of achieving two main objectives, linked to each other. One objective is to provide the target group with information about the merits of the Union agricultural products and the high standards, applicable to the production methods in the Union and, in particular, in terms of food safety, traceability, authenticity, nutritional aspects, respect for the environment and sustainability. Another one would be the increase in information about the European products competitiveness which will lead to the growth of EU’s market share in the two target markets, Uganda and Kenya.

The main target groups of the proposed action are:

a) consumers

b) wholesalers – retailers and/or distributors

c) journalists and «opinion leaders»

The main objectives of the action are:


Increase the value of sales by 12% in Uganda every year compared to the previous one and to enter the market of Kenya, by 400.000 € value of exports in the first year and increase the value of sales by 12% respectively in the second and third year.
415.000 people in Kenya and 300.000 people in Uganda by the end of the third year are going to have acquired new knowledge on the merits of Union agricultural products.


In order to achieve the principal objectives of the proposed programme, a series of activities, i.e. advertisements, exhibitions and communication materials will be carried out. All of the above activities will act as a groundwork to support the consumption of the proposed products. The design of the action is fully in line with the results of the strategic analysis, since such activities have been chosen in order to lead to the achievement of the desired objectives. The programme of activities combines the dissemination of information with promotional measures, aiming at ensuring economic returns and providing the right information.

The activities selected correspond to the defined target audiences and they take into consideration the specific characteristics of European fruit juices. The activities focus on providing information to target audiences through online channels, such as website and social media. Through these information channels, it will be easy for the consumers to get to know more about European fruit juices and their characteristics. Moreover, all this information will also be provided in printed material that will be distributed during targeted activities that will combine methods to promote the action, such as exhibitions. A very important activity is the participation in established international fairs, such as FOODAGRO and Uganda Food Expo where thousands of consumers from each target country will have the opportunity to get to know and taste quality fruit juices.

These activities have to be adapted to the target countries taking into consideration the particularities of local conditions. This is why early activities can be combined and carried out jointly (market research, brochures, website, social media). Later into the project, the various activities it entails will be tailored to each target country. It is evident that the actions of the programme have been designed on the basis of the specific conditions and particular characteristics of the target audience to lead to sustained targeted actions that will enhance results and profitability in relation to each target country. Of major importance in setting out the schedule is proper timing for the implementation of the activities, to ensure that they can respond to the conditions of each market and to make their coordination easier.