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The +Broccoli Association, as a member of the European horticultural association Fruit Vegetables EUROPE (EUCOFEL) and with the support of Sakata and Campo de Lorca funding, participates in the “CuTE-4You: Cultivating the Taste of Europe for You” campaign, a tribute to the essential work of European fruit and vegetable producers during the pandemic.
The campaign, launched in April, aims to highlight the efforts of the horticultural sector during the past year and, at the same time, generate a movement of support for all farmers who have supplied the European population by promoting the consumption of fruits and vegetables produced in the EU. Through the campaign, FruitVegetablesEUROPE also seeks to reinforce the sense of pride of belonging to a producing country such as Spain, Germany, and Belgium, the main agricultural producers in Europe.
To achieve this, among other actions, a video spot has been released featuring four Eurovision representatives from these countries, two of them Spanish: Blas Cantó (representative of Spain in the 2021 edition), Soraya Arnelas (in 2009), Natalie Horler (representative of Germany in 2013), and Kate Ryan (Belgium’s choice in 2006). Through this spot, the campaign aims to connect with European consumers through something that unites them as a population, such as Eurovision, and remind them of the pride in something so local, such as the orchard and fields.
The campaign’s goal is to encourage European consumers to consume European products and actively seek distinction in each food item. “We will ask citizens to look at the label and make sure their products are from here. We all know that the best way to thank EU farmers is to consume and enjoy European fruits and vegetables. With this, the consumer wins, the producer wins, and EUROPE wins,” emphasizes the president of FruitVegetablesEUROPE, Juan Marín.
When you consume Europe, we all win
With this new campaign, the global strategy launched in 2018 by FruitVegetablesEUROPE, focusing on highlighting the production methods and characteristics of European fruits and vegetables, will continue. This has already reached 220 million consumers. Spanish associations such as +Broccoli, along with other prominent and representative organizations in the sector, such as the Citrus Management Committee, Afrucat, Freshuelva, Agricultural Cooperatives of Granada/ Green Asparagus, Artichoke of Spain, Proexport, Asociafruit, Afruex, Apoexpa, Fedefruta, and FEPEX, are part of it.
Through the Eurovision-themed spot and other campaign actions, the goal is also to strengthen the confidence of European consumers in their own products, not only because of their origin but also because of everything it entails: “They must be clear that acquiring fruits and vegetables produced and packaged in Europe will provide greater guarantees of food safety, quality, environmental respect, and an additional commitment to the values and ways of doing things socially and labor-wise, in the European Union.”
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