A significant three-year marketing campaign aimed at increasing fresh berry consumption in Europe has been approved and funded by the European Union. Led by the Dutch organization GroentenFruit Huis, the initiative will begin on 1 January 2025 and continue through 2027.
The campaign's main goal is to raise awareness of EU-produced berries—such as strawberries, blueberries, raspberries, and blackberries—among young adults in the Netherlands, Belgium, and Germany. This demographic currently consumes fewer berries than average. The promotional efforts will emphasize the nutritional value, freshness, and convenience of berries to encourage increased consumption.
This initiative is a collaborative effort involving several Dutch and Belgian organizations, including ZLTO, Glastuinbouw Nederland, NFO, Berry Briljant, and Simply the Bes. Prominent soft fruit suppliers from the Benelux region, such as abbGrowers, Berries Pride, Berry Brothers, BerryWorld, Fossa Eugenia, FruitMasters, Genson Group, Kompany, Royal Berry, The Greenery, Coöperatie Hoogstraten, Veiling Zaltbommel, and Zon, are also participating in the campaign.
The annual budget for the campaign is €400,000, with the berry sector contributing €120,000 each year. The remaining funds will be provided through the European Commission's promotional program, "Enjoy, it's from Europe!"
A representative from GroentenFruit Huis highlighted the importance of this initiative, describing it as "a unique collaboration in the sector between growers and trading companies, born from collective thinking and action."
By focusing on young adults and showcasing the health benefits and convenience of berries, the campaign aspires to boost appreciation for EU-grown berries and drive consumption across the targeted markets.
Source: Fruitnet
