The European Union (EU), the Italian government and CSO (Centro Servizi Ortofrutticoli) have joined forces to launch a three-year, €3 million (AED12.236 million) marketing campaign to promote European fruit and vegetables to the F&B industry in the UAE.
The campaign will also target retail and consumer market in the country, as well as in the US, China, Japan and Canada.
The Freshness from Europe project, funded by the EU, the Italian Government and CSO, will showcase the characteristics of European fruit and vegetables and celebrate the agricultural achievements of the region.
Paolo Bruni, president of CSO, commented: “We are very excited to launch the Freshness from Europe project. Over the next three years, several different initiatives will be developed within its framework to promote high quality European fruit and vegetables in its target countries, which include the UAE.
“In these countries, consumers are becoming increasingly diet-conscious and aware of what they eat, more appreciative of the Mediterranean diet, and more attracted to premium products on account of their quality.”
The initative is co-financed by European producers, Alegra, Apofruit, Assomela, Ceradini, Cico, Conserve Italia, Made in Blu, Origine and Oranfrizer, with CSO as the sponsor.
The project will highlight Italy as the main producer of peaches, nectarines, kiwis, apples, plums, oranges, grapes, and tomatoes, to name a few.
Freshness from Europe will spread its message via a series of initiatives, including participation at relevant trade fairs, promotions in retail outlets, communication and PR activities, advertising campaigns, the creation of materials for retail outlets and the organisation of events and meetings for F&B professionals.
The campaign features a 150-page pocket catalogue which presents in detail the characteristics of each food item, including information on the place of origin, producer, organoleptic and flavour profiles, and culinary applications.
The Freshness from Europe pocket catalogue will be available to download free of charge to all buyers interested in Italy’s fruit and vegetable offering and is aimed at encouraging retailers and chefs to visit Italy during the three-year campaign.