The third leg of the three-year Freshness from Europe project will begin this month, with a total budget of more than €1 million allocated to campaign activities.
The project, which received a total funding of €3.6 million over three years from the European Union, the Italian Government and CSO Italy, targets the UAE, China, North America and Japan, promoting fresh and processed fruit and vegetable produce from Italy.
According to a statement from the organisers: “Demand for summer fruit and fresh-cut produce was high from the UAE, although this year was a difficult one for margins on these products.”
The project was launched in January in China, a major importer of citrus fruits, kiwis and processed fruit and vegetables. Work is underway to open the Chinese market for apples and pears.
Throughout the year, the project was presented at exhibitions including Asia Fruit Logistica to PMA, Canadian PMA, Wop Dubai, Winter and Summer Fancy Food and Foodex in Japan, with more than 30 million contacts established.
The project site www.freshnessfromeurope.eu recorded more than 300,000 page visits.
Italian exports increased by 6% in the first quarter of 2017, with an output worth 12.3 billion euros.
The Freshness from Europe project is funded by the European Union, the Italian Government and CSO Italy in association with Apoconerpo, Alegra and Naturitalia, Apofruit, Assomela, Cico Mazzoni, Made in Blu, Oranfrizer, Origine Group, Ceradini Group and Conserve Italia.