The green light has been given to promote soft fruit: Brussels has approved the Dutch application for an EU-funded soft fruit promotion campaign, set to begin on January 1, 2025. "This unique collaboration within the sector, uniting growers and trading companies, is the result of collective thinking and action!"
The campaign aims to strengthen the EU single market for soft fruit, which includes strawberries, berries, raspberries, and blackberries. It focuses on raising awareness about fresh EU soft fruit to increase consumption, particularly among young adults in the Netherlands, Belgium, and Germany, who currently consume soft fruit less than average. The campaign emphasizes three core food values: health, freshness, and convenience.
Running from 2025 to 2027, the campaign will operate on an annual budget of €400,000. Of this, the sector contributes €120,000 annually, with Brussels providing €280,000 through the European Commission's promotion program, Enjoy, it's from Europe!
Further development of the plan will take place in the coming months.
The working group behind the soft fruit promotion campaign includes ZLTO, Glastuinbouw Nederland, NFO, Berry Brilliant, Simply the Bes, and GroentenFruit Huis (serving as coordinator).
Partners: abbGrowers, Berries Pride, Berry Brothers, BerryWorld, Fossa Eugenia, FruitMasters, Genson Group, Kompany, Royal Berry, The Greenery, Veiling Hoogstraten, Veiling Zaltbommel, ZON
For more information:
GroentenFruit Huis
+31 (0)79 368 11 00
[email protected]
www.groentenfruithuis.nl