EUCOFEL has launched a new tour to promote the taste of Europe. The Eurotour is an opportunity to discover the campaign group’s mobile greenhouse as it travels across Europe. Stating in Brussels, it will visit different cities in France, Germany and Spain to show the public the European production model of fresh fruit and vegetables. The event kicks off on 11th September at 10.30 with a press conference in the European Parliament in Brussels, followed by a networking lunch.
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Under the banner CuTE (Cultivating the Taste of Europe), the programme targets 11 specific fruit and vegetables in need of strategic promotional support: strawberry, apple, watermelon, melon, table grape, kiwi, tomato, cucumber, sweet pepper, aubergine and courgette. The CuTE campaign brings together a strong consortium consisting of an EU Association, and 8 national fruit and vegetable associations from France, Greece, Poland and Spain. All partners share common interests and common global challenges. The programme aims to increase awareness of the specific features of EU fruit and vegetable production methods (greenhouse, open-air) and the characteristics of EU produce. The potential audience includes parents of young families, children and adolescents, and opinion leaders. CuTE has a global programme strategy that is very social, smart and close to the people, with a real interaction between target audience and the different production methods, products and varieties. It involves a digital-first approach, including a website, social media channels, digital and radio advertising, public outreach events and media relations actions.