The European Commission has approved the application for an EU soft fruit promotion campaign. The campaign can start on 1 January 2025. The campaign is an initiative of ZLTO and Glastuinbouw Nederland, among others.
The promotional campaign aims to stimulate the internal EU market for soft fruit. The campaign focuses on greater awareness of fresh soft fruit from the EU with the aim of increasing consumption. The focus is on young adults in the Netherlands, Belgium and Germany. Young adults eat soft fruit below average. The campaign focuses on the nutritional values: healthy, fresh, and convenient.
The campaign will run from 2025 to 2027 with an annual budget of €400,000. The sector will contribute €120,000 annually, with Brussels adding €280,000. This campaign will be funded by the European Commission's promotional program.
The soft fruit promotion team consists of ZLTO, Glastuinbouw Nederland, NFO, Berry Briljant, Simply the Bes, and GroentenFruit Huis (lead partner).
Source: ZLTO