The European Union has launched an information and promotion campaign in Colombia, Mexico, and Canada to position canned Greek peaches in these markets, strengthen its image among wholesalers and distributors, and increase their competitiveness and consumption.
During the launching event in Colombia, which was held on Tuesday, February 25 in Bogota, Aris Beis, the implementation manager of the European Freshcano campaign, highlighted the potential offered by the Colombian market in the commercial exchange with the eurozone. According to her, Colombian consumers might like this product because of the nutritional properties it offers when compared to other brands of peaches that are sold in the country.
The Freschcano campaign will last three years in Colombia, as expectations are that it will take that time to position the Greek peach in this market so that it can continue to be commercialized once the program ends. “We believe that, in three years, the promotional activities we are doing, such as marketing events and tastings in supermarkets and gastronomic fairs, will position our product in the market. Our main goal is to increase sales in Colombia,” said Beis.
Production and export of canned peaches from the EU
The member countries of the European Union account for nearly 32% of the world production of canned peaches and Greece is the largest exporter of this fruit in Europe. Since the expansion of the Greek peach canning industry in the late 1970s, the country has been one of the world's largest producers.
The area of Emacia and Pella in central Macedonia, which has more than 20,000 hectares of peaches, is especially known for its climate and high quality that allows it to grow around 20 different varieties of this fruit.