Ortofrutta d'Italia, a joint venture marketing project launched in January by 16 leading Italian fresh produce companies to promote the best of Italy's fresh fruit and vegetable offer, has reportedly already been seen more than 100m times.
The initiative, which is being coordinated by the Ferrara-based marketing agency Centro Servizi Ortofrutticoli (CSO), aims to raise awarness of Italian fruit and vegetable producers and focuses in particular on the 'Italian-ness' of their produce and its strong territorial links.
Many Italians continue to place a significant premium on the quality and safety of homegrown fresh produce, according to CSO.
'The importance of national origin for Italian consumers today is becoming more and more important and all too often the fragmentation of our marketing message means that the value of our products isn't appreciated all that well among consumers,' said a spokesperson for the group.
In response to that shortfall in awareness, the Ortofrutta d'Italia campaign plans to communicate positive messages about not only the economic value but also the quality and health benefits of the country's fruit and vegetables.
Promotional messages continue to appear in national newspapers as well as in documentary programmes on national and local television.
The spokesperson added: 'Ortofrutta d'Italia has reached 100m contacts, opening an important window of visibility for the companies that have supported it and reaching the consumer with a simple message linked to products' seasonality and origin.'
The campaign is set to continue until the end of December, with a decision due to be taken before then about plans for continuing the project into 2013.
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