Grant application for European soft fruit promotional campaign approved

Published 2024년 11월 21일

Tridge summary

A campaign aimed at boosting the consumption of fresh soft fruits like strawberries, berries, raspberries, and blackberries from the European Union will be launched from 2025 to 2027. The initiative targets young adults in the Netherlands, Belgium, and Germany, who consume less soft fruit than the average. With an annual budget of 400,000 euros, the campaign will highlight the nutritional benefits of soft fruits. The campaign is led by a partnership of organizations and will receive financial support from the sector and the European Commission.

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Original content

Soft fruit is the collective name for strawberries, berries, raspberries and blackberries. The campaign focuses on increasing awareness of fresh soft fruit from the European Union with the aim of stimulating consumption. The focus is on young adults in the Netherlands, Belgium and Germany. Young adults eat less soft fruit than 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 euros. The sector will contribute 120,000 euros annually, with the European Commission adding 280,000 euros. The plan will be further developed in the coming months. The 'soft fruit promotion' work team consists of ZLTO, Glastuinbouw Nederland, ...

Source: Agri Holland