At a press conference last week, French interprofessional organisation Interfel unveiled its communication strategy for 2009.

All future actions will place the product firmly at the centre, according to Interfel, with seasonal variation becoming an important factor.

The general objective, as told by the organisation’s Xavier Henry, is to increase the presence of fruit and vegetables and to engage in more promotional activities.

There will be a major focus on “crafty cooking”, with culinary ideas and tricks suggested to make cooking easy.

In addition, a new colour code will be introduced, allowing consumers to see when particular fruits and vegetables are in season. White will denote winter products, for example, while orange and brown will signify autumn.

Interfel also laid out its plans for the next Fraich’Attitude week of promotional activities, which will take place in 250 towns throughout France on 5-14 June.

Finally, the organisation pointed to its new website, www.fraichattitude.com, which is intended as a one-stop shop for all the latest fresh produce news and recipes.

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