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Fruitylife project comes to end Jan. 2015

January 2015 will mark the end of the “Fruitylife, with you every day”, the European project promoting the use of fresh produce from the EU, which reached more than 11 million consumers with as many as 1,060 promotions, sponsored by Alimos – Alimenta la Salute with the support of the European Union and the Italian Ministry of Agricultural, Food and Forestry Policy.

To provide consumers with direct information about the quality of fresh European products from a protected production chain that is monitored in each phase, during the last three years, the project created information and promotional campaigns involving ad hoc stands set up in the fruit and vegetable departments of selected points of sale. The 828 activities that took place in the first year increased to 970 in the second year and 1,060 in the last year, which will end in January 2015. These activities were conducted in Italian (Coop Adriatica, In’S Mercato, Cedi Marche, Poli Supermercati, Fratelli Arena, Sait, Vega, LD Market, Realco) and French (Casinò Group) retail outlets, specialised organic supermarkets in France and Italian commercial restaurants (Cir Food and Camst).

The stands were set up using materials showing the slogan “Fruit and vegetables, your daily dose of health”; posters with attractive graphics which were fun and unique, designed to promote the use of fruit and vegetables in consumers' every day diets. The posters were accompanied by circular hanging displays to help identify seasonal fruit and vegetables and information brochures on the main themes of the project, which are: traceability, the system of controls, food safety, eco-compatible production methods and seasonality.

These activities were organised thanks to the participation of five Alimos partner companies that are directly involved in the program: Alegra, Apofruit Italia, Conor, Naturitalia and Orogel Fresco.

According to the participating companies, the promotion and information initiatives helped raise consumers' level of interest and awareness of fruit and vegetables, leading them to buy more produce and with greater awareness, as shown by sales results.

“Activities in points of sale give us the chance to talk to consumers right at the time of purchase, when they are particularly interested, receptive and attentive to information about the products that they are about to buy”, explained Gianluca Casadio, marketing manager at Apofruit.

For more information:
Silvia Pessini
Aries Comunicazione
Tel: +39 02 87188020
Email: [email protected]
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