Information provision and promotion measures on increasing the consumption of EU vegetables in the Internal Market of EU

Eight producer organizations from the island of Crete, Greece have formed a consortium to promote the consumption of European vegetables, specifically tomatoes, cucumbers, peppers, and eggplants, in the target countries of Bulgaria, Romania, and Poland. The initiative is part of a broader effort to encourage the intake of at least five portions of fruits and vegetables daily as part of a balanced diet.

The project underscores the health benefits of fresh produce consumption and seeks to educate consumers about these advantages. It aligns with the AGRIP-SIMPLE-2024 call under the theme "Fresh Fruit and Vegetables", highlighting its commitment to boosting the internal market's competitiveness and promoting healthier eating habits.

Key objectives of the project include information provision on the nutritional benefits of fruits and vegetables and increasing the export value of these products to achieve a significant return on investment.

The strategic approach of the campaign includes utilizing marketing tools that showcase the health benefits of consuming fruits and vegetables and emphasizing the safety and quality. Additionally, the campaign plans to integrate these vegetables into the local cuisines of the target markets, enhancing their appeal and promoting economic and nutritional advantages.

Engagement strategies for different target groups are carefully crafted. For consumers, the campaign will leverage social media, promotional videos, and direct interactions like tasting days to highlight the vegetables' freshness and nutritional value. For trade professionals and opinion leaders the focus will be on providing detailed product information through informational resources, press events, and participation in trade fairs.