European Flavours at San Francisco trade fair

European Flavors – the European project focused on promoting the continent’s fruit and vegetable products in various non-European markets – is currently in full swing in the USA. To follow up its successful performance at the Atlanta PMA, preparations are underway for its next big moment: San Francisco’s Winter Fancy Food, from 15 to 17 January 2012.

The flavors of European fruit and vegetable produce are increasingly winning over American palates. This is the premise behind the participation of ‘European Flavors’ (a project financed by the EU, the Italian government and the CSO) in two major food sector events in the USA: the Atlanta PMA – the leading fresh foods trade fair held this year from 14 to 17 October – and the Winter Fancy Food show to be held in San Francisco in the next few days, from 15 to 17 January 2012.

The Italian companies Apofruit, Salvi, Zani, Oranfrizer, Made in Blu and Alegra took part in the Fresh Summit PMA representing the Old Continent’s fresh produce, united in the ‘European Flavors’ stand and in its shared aim: to promote the consumption of fruit in the USA and spread product awareness and seasonal understanding, and to provide information on nutritional and flavour factors, as on quality and environmental safeguarding requirements. The final balance at the end of the Summit was extremely positive, and the over 18,500 participants from 50 nations taking part provided further proof of the event’s standing as a key global moment in relation to innovation in the fresh produce industry and as an extraordinary international market business opportunity.

The American campaign of ‘European Flavors’ will continue in the coming days, the next stop on the trail being the Winter Fancy Food show in San Francisco from 15 to 17 January 2012. This event provides a powerful showcase for over 80,000 food and wine specialties and will offer a further opportunity to promote the fruit and vegetable products featured in ‘European Flavors’. In this occasion processed products offered by the company Conserve Italia will take centre stage: a wide variety of canned vegetables and sauces based on peas and tomatoes, carefully selected and processed to preserve their fresh and intense flavour. Visitors to Winter Fancy Food interested in European fresh produce specialities are invited to visit the Conserve Italia booth, number 3839.

‘European Flavors’ is also an opportunity for intensifying exports to the United States from Italy, already a world leader in the production of fruit and vegetables as is illustrated by the following table on the evolution of sector exports to Canada and the US over the last three years.

Italian fruit and vegetable exports

Eurostat data, elaborated by CSO
For further information: www.europeanflavors.eu

Alice Camellini
“European Flavors”
c/o Fruitecom
Tel: +39 059-7863894