The FruitVegetablesEurope (Eucofel) association has launched the 'CuTE-4You: Cultivating the Taste of Europe for You' campaign to highlight the essential work carried out by the fruit and vegetable producing sector during the pandemic, generate support for European farmers, and promote the consumption of fruit and vegetables produced within the European Union.
The association produced a video spot with Blas Canto, Soraya Arnelas, Natalie Horler, and Kate Ryan to promote fruit and vegetable consumption. They will also develop actions in the media, the Internet, and social networks to generate a social movement that favors the consumption of European fruits and vegetables, in accordance with their slogan: "When you consume our fruits and vegetables, Europe wins and we all win."
The actions are aimed at consumers in Spain, Germany, and Belgium. The three countries are part of the top 10 main EU fruit producers and account for 33% of total production (Belgium with 3%, Germany with 6%, and Spain with 24%).
Within the CuTE-4You framework, specific actions will be developed to support producers of orange, tangerine, clementine, watermelon, melon, strawberries, raspberries, blackberries, blueberry, peach, nectarine, plum, table grape, apricot, cherry, Paraguayan / flat peach, tomato, bell pepper, lettuce, broccoli, green asparagus, artichoke, spinach, and celery, among others.
FEPEX and the associations integrated into this federation, i.e. Freshuelva, Afrucat, Proexport, Asociafruit, Afruex, Apoexpa, Fedefruta, the Citrus Management Committee, Agro-alimentary Cooperatives of Granada/Green Asparagus, and the associations + Brocoli and Artichoke from Spain, will participate in the campaign.
A key sector in the EU
The European fruit and vegetable sector is key for the EU. It accounts for 19.8% of the EU's total agricultural production, nearly five million hectares, has a value of more than 52,000 million euro, offering affordable and high-quality food to 511 million consumers. The sector preserves Europe's traditional, cultural, and natural heritage and it is a driver of employment and rural development.
The new campaign is a continuation of the 'Cute - Cultivating the Taste of Europe' global strategy, which has already reached 220 million consumers and was launched by FruitVegetablesEUROPE in 2018 to highlight production methods and the characteristics of European fruits and vegetables.