The European Commission are allowing a subsidy in total of more than Euro 900,000 for a promotion campaign Conference pear, for which GroentenFruit Bureau and VLAM have applied. The campaign will run for a period of three years (from the middle of 2012 to the middle of 2015) and is directed towards the Dutch, Belgian and German consumer. The total campaign budget amounts to Euro 1.8 million, of which 50% is supplied by the Dutch and Belgian fruit and vegetable sector. The other 50% is subsidised by the EU.
The campaign is supposed to increase the consumption of pears and is specifically directed towards the Conference pear. The Conference is presented as a many-sided pear, which is both crunchy and soft, sweet and juicy and rich in fibre.
International promotion campaign for the Conference pear
Belgium (VLAM) and the Netherlands (GroentenFruit Bureau) are working together to stimulate the consumption of the Conference pear and to emphasize strongly the specific product properties of this pear.
The Conference pear offers a lot of possibilities. It may be eaten crunchy or soft, either out of hand or in a dish. The pear is juicy and has a sweet taste and is available almost throughout the year in a first class quality. The campaign is directed towards families with young children. The total campaign budget 2012-2015 amounts to Euro 1.8 million, of which 50% is financed by the EU and 50% by the Dutch and Belgian fruit and vegetable sector.
The Conference pear offers a lot of possibilities. It may be eaten crunchy or soft, either out of hand or in a dish. The pear is juicy and has a sweet taste and is available almost throughout the year in a first class quality. The campaign is directed towards families with young children. The total campaign budget 2012-2015 amounts to Euro 1.8 million, of which 50% is financed by the EU and 50% by the Dutch and Belgian fruit and vegetable sector.
All Day Long
In Belgium the promotion of the Conference is run under campaign label All Day Long. With this campaign all divisions of the Belgian fruit and vegetable sector want to indicate that with fresh fruit and vegetables one may enjoy life twenty-four hours a day. In this campaign there is cooperation with the media and with the trade in Germany the Conference will be part of the communication of '5 am Tag'.