Hortyfruta share in the Milan Expo experience in promoting the consumption of fruit and vegetables

The Fruit and Vegetable Interprofessional Andalusia (HORTYFRUTA) attend as rapporteur of the European Union Pavilion in the World Expo in Milan, on 29 October. This is a meeting organized by the Italian UNAPROA, the National Union of Fruit and Vegetables.

There HORTYFRUTA transmit their experience in promotional activities and information to encourage the consumption of fruits and vegetables. With this intervention, and it will place Andalusia as a reference and will represent Spain through its paper ‘Promoting the consumption of fresh fruits and vegetables in Europe’.

For HORTYFRUTA president, Francisco Gongora, these days are “an excellent setting to publicize the Inter-European and international levels, and to address aspects of the new European policy of promotion of fruit and vegetables, and exchange points view about their strengths and weaknesses. ”

During his speech, HORTYFRUTA will tour since its establishment to share its experience in the field of promotion. From 2007 until 2011, the Inter focused its efforts on raising awareness of the regional production shares of consumer-oriented Spain, Germany and the UK. Among other actions, HORTYFRUTA attended numerous fairs and public events and also made massive marketing operations through partnerships with retail chains to promote fruit and vegetables in its stores.

HORTYFRUTA remember how from 2012 made a qualitative leap in European development, following the E.coli crisis, thanks to the campaign Vegetables Europe, We Care, You Enjoy. Because food alert generated, the consumption of fresh fruits and vegetables in Germany had fallen 30% below its historical level.

The project designed by HORTYFRUTA and the Association of Producers-Exporters of Fruits and Vegetables of the Region of Murcia (Proexport) was selected by the European Union for the promotion of fresh fruits and vegetables in Germany, Austria and the UK.

This European campaign combined mass marketing actions, such as television, radio and consumer magazines, with more direct, focused to deal face to face with the consumer, such as promotions in supermarkets.

Source: Hortyfruta