Following the recent launch of its Frutta nelle Scuole (Fruit in Schools) initiative, Italian fresh produce company Apofruit Italia is set to unveil a new project called Frutta in Spiaggia (Fruit on the Beach).
The project is designed to promote consumption of conveniently presented fresh, organic and geographically protected fruit in beach-side restaurants, bars and other locales in Emilia-Romagna.
Due to be officially unveiled this coming Friday (21 May) at the Grand Hotel in Cesenatico, the campaign is expected to involve the distribution of fruit in all of the major beach resorts along the Romagna stretch of Italy's Adriatic coast.
The importance of adding value to the company's summer offering is not to be underestimated; following a tough season for Italian summer products such as peaches and nectarines last year, the beach campaign could offer a timely boost for its domestic sales.
Apofruit was recently awarded two contracts worth a total of €9.3m to distribute fruit in schools across Italy.
The scheme, which distributes fruit to around 325,000 schoolchildren across 1,700 education establishments in 10 regions of Italy, involves a total of 976 tonnes of fruit.
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