"Fruitness, enjoy it!" project"

Special events in thousands of points of sale across Europe, a rejuvenated website, a new superhero testimonial, the involvement of tens of thousands of doctors, ever more interactive and easy-to-use information tools ideal for promoting a healthy lifestyle and a diet rich in fruit & vegetables... In 2013, all this and more has featured in the "Fruitness, enjoy it!" project – the program promoted by the Italian CSO fruit & vegetable services centre and co-financed by the EU and Italy's Ministry for Agriculture in Germany, Denmark, Poland, Sweden and the UK.

During last summer, “Fruitness, enjoy it!” focused especially on seasonal fruit: peaches, nectarines, plums, apricots and many others. In order to explain the beneficial properties of these fruits, a newsletter was created and sent to 10,000 doctors across Germany, containing concise scientific information on the beneficial properties of seasonal fruit and the latest research on the subject. As the year moved towards the cooler seasons, the campaign shifted focus onto kiwis and pears. The project's in-store promotional events have involved over 1,000 points of sale in the five countries participating in the project. For this purpose special posters and leaflets were created and distributed, along with other info aids, including gadgets designed for younger children and also “Fruitness, enjoy it!” sweatshirts and T-shirts for fruit-selling personnel.

From 2006 until the present day, over 35 million contacts have been made with the www.fruitness.eu website, notching up over 9.2 million individual users per month. This figure is complemented by a further 25 million contacts achieved through traditional Press Office and Public Relations activities, and 10 million obtained by banner campaigns in sector websites. The multilingual Fruitness site offers useful information to parents plus informative entertainment for kids. Anyone registered on the site can create their own avatars, engage in dialogue with superheroes and take part in ability-tests that incorporate messages on the values of sport and a fruit-rich diet. It's also possible to download various apps by cellphone, and thus obtain both info and enjoyment.

Yet another tool aims to make points of sale more techno-smart while also stimulating consumers' interest in fruit & vegetable products and informing them in a clear, rapid and interactive manner about their qualities: this is the Multimedia Interactive Totem. This device allows visitors to enter the world of fruit & vegetables with one simple touch of a touchscreen and then introduces them to nutritional features, recipes and useful consumption tips concerning peaches, kiwis, nectarines, apricots, pears and other fresh products. Last but not least, an app is available for smartphone and tablet offering instant access in a simple intuitive way to exclusive information on Europe's main fruit & vegetable products.

These last two novelties will be officially presented in the "Italy" stand (Hall 2.2 Stand A02) at Fruit Logistica in Berlin, from 5-7 February.

For more information:
Elena Vincenzi
“Fruitness, enjoy it!”
Tel.: +39 059-7863894
Email: elena.vincenzi@fruitecom.it