Fruit24: It is always the right time to eat fruit and vegetables!

ongoing

"THE ACTION RESPONDS TO THE TOPIC AGRIP-MULTI-2022-IM-FRESH-FV FOR MULTI PROGRAMMES in the internal market: the action ""Fruit24"" aims to enhance the competitiveness of the EU agricultural sector increasing the consumption of EU agricultural products. In line with the priority expressed in the topic the main overall objective is to inform consumers about balanced and healthy dietary practices in order to increase the consumption of EU fresh fruit and vegetables. OBJECTIVES: the objective of the Fruit24 project is to increase the purchase of fruit and vegetables by families in the four target countries (Italy, Greece, Spain, Germany), with a focus on young-mature families (20-54 years old), meeting the need/research increasingly claimed by consumers for well-being, naturalness and simplification of life. The program also aims to inform consumers about the fruit and vegetables value and appeal in the daily diet, suggesting a seasonal menu and motivating the consumption of fruit and vegetables at a particular time of day on the basis of certain nutraceutical properties. The aim is therefore to communicate an image of fruit and vegetables that are fresh, natural, easy to use, pleasant and convenient, in line with consumer needs, suggesting innovative and healthy ways of consumption TARGET COUNTRIES: ITALY, GERMANY, SPAIN, GREECE. DURATION: 36 months. TARGET GROUPS: A. MAIN - ""Purchase Decision Making"" Consumers / B. FUNCTIONAL - Trade operators (mass retail channel, Normal Trade) and media (dedicated food & beverage press, bloggers, opinion leaders) Activities: printed and electronic channels (website, social media, online and printed advertising), public relations (press office, press events, newsletter), instore promotion (instore demonstrations and tastings, instore adv), events (fairs, btob meetings, incoming), communication tools (promotional videos, educational materials, gadgets)."