The three-year Fruitness, enjoy it! programme, promoted by the CSO in italy and co-financed by the European Union and the Italian government, will end in January, marking the end of a third consecutive three-year run.
The programme, which aims to encourage young adults in the UK, Poland, Denmark, Sweden and Germany to include more fruit in their diets, is about to end on a high note, with an intensive promotional campaign dedicated to one of the project's core fruit: pears.
Pears will be the focus of a roadshow involving four German cities: Hannover, Göttingen, Münster and Essen. Posters and billboards promoting the Abate Fétel variety, the so-called queen of pears, will be displayed from 12-16 January in more than 70 strategic points - mainly town centres and shopping centres.
The variety, grown in the Emilia region of central-northern Italy, has a flask-like shape and a fine, smooth, thin skin.
To reach even more people, to coincide with the poster campaign a large number of “Fruitness, enjoy it!” promoters will be in the busiest parts of the four cities, distributing fruit-themed promotional gifts, answering questions and queries and above all inviting consumers to taste Abate Fétel pears.
The pear is both a core fruit of the Fruitness, enjoy it! project and one of the most popular fruits Europe-wide. The EU's biggest producers include Italy (723,000 tonnes), Spain (377,000), Belgium (347,000) and the Netherlands (327,000). Forecasts for the EU pear harvest for 2015 give a figure of 2.34m tonnes, with 334,000 tonnes for the Abate Fétel variety.
The pear is one of the core fruits of the Fruitness, enjoy it! project, which has been promoting fruit-eating through an approach based on fun and enjoyment since 2006.
During its nine years in operation, the project has included programmes such as the creation of fruit-themed on-line games and smartphone apps, the organisation of point-of-sale tastings and the development of tools to make greengrocery departments more attractive and stimulating.
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