Soft fruit chain requests support for EU promotion campaign

The Dutch soft fruit sector has taken a significant step to boost the consumption of strawberries, raspberries, blackberries, and blueberries. An application has been submitted in Brussels for a three-year promotion campaign. This campaign, with a total budget of 1.2 million euros, is an initiative by ZLTO, NFO, Glastuinbouw Nederland, GroentenFruit Huis, Berry Promotions, and Simply the Bes.

The goal of the campaign is to stimulate the consumption of Dutch soft fruits. The application was submitted last month, and a decision on the budget allocation will be made in September or October. If approved, the promotion activities will begin on January 1, 2025. The campaign will be part of the European subsidy program 'Enjoy, it's from Europe', which promotes the quality and sustainability of European agricultural products.

Investment and Promotion Channels

The annual budget of 400,000 euros is partially funded by the growers and traders themselves. They contribute 120,000 euros through sales organizations, which amounts to approximately 1,500 euros per million kilos of sold product. The promotion activities will focus on social media platforms such as TikTok, Instagram, and Facebook, as well as on advertising in supermarkets and educational promotional materials at production locations.

Focus on Younger Consumers

Mark de Jong of ZLTO indicates that the declining consumption of soft fruits is the direct reason for the campaign. There is a noticeable drop among consumers aged 18 to 35 since the COVID-19 pandemic. Therefore, the campaign targets the Netherlands, Belgium, and Germany, positioning soft fruits as a healthy and convenient snack. Significant attention is also given to sustainable production methods.

Campaign Evaluation

During the campaign, research will be conducted to assess whether the promotion has the desired effect. This research will also provide more insight into the consumption behavior of soft fruits. De Jong emphasizes the importance of reversing this trend and increasing the consumption of soft fruits again.

Nieuweoogst.nl