Tomato marketer Greenco, based in the Netherlands' Westland region, has become the first company to be granted approval to use two new labels for generic promotion of Dutch products.
The .NL and 2x2 brands, which were unveiled at the start of this year by national marketing organisation FruitVegetable Agency Holland, will be used on Greenco's Tommies range of snack tomatoes.
The 2x2 label advises consumers to eat two portions of fruit and 200g of vegetables a day, while .NL Holland Produce is aimed at raising the profile of Dutch fruits and vegetables, as well as the organisations who supply and market them, abroad.
The two labels, which can be used independently or alongside each other, are likely to be taken up by many of the Netherlands' leading producer organisations during the coming months.
Products bearing the .NL label must conform to certain Class I quality standards, while those marked with the 2x2 brand have to be 100 per cent fresh produce with no additives.
FruitVegetable Agency Holland is also encouraging retailers to feature the labels in their stores.
