‘A handful of summer’ puts soft fruit in the spotlight

Soft fruit is in peak season, yet younger consumers often pass it by. The new campaign ‘Een handje zomer’ aims to change that. Strawberries, blueberries, blackberries and raspberries are being promoted to young adults in the Netherlands, Belgium and parts of Germany—through TikTok, in-store promotions and influencer content with a fresh and accessible look.

Younger consumers buying less soft fruit

The campaign targets 18 to 35-year-olds, a group that eats significantly less soft fruit than the national average. In the Netherlands, this has led to 60% of the campaign’s budget being focused on this demographic. Strawberry consumption also leaves room for improvement: on average, Dutch consumers eat nearly a kilo less per year than those in Belgium and Germany. After several years of steady growth, soft fruit sales fell by 5% in 2024.

Visible online and in-store

Visibility is key. Paid ads are running on TikTok and Meta, while content creators share their own ‘handful of summer’ moments. In supermarkets, the campaign is supported with eye-catching materials such as posters and banners. Even online, soft fruit is being featured—making it easy to add a punnet to your digital shopping basket.

Production on the rise, with a focus on sustainability

The Dutch soft fruit sector has shown clear growth. Between 2018 and 2022, strawberry production increased by one third. Today, around 400 companies are active in the sector, cultivating nearly 2,000 hectares in total.

That growth is closely linked to sustainable ambitions. The sector aims for climate-neutral greenhouse production by 2040, along with 100% green crop protection. Progress is already visible: over 80% of pests are now controlled using biological methods.

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