To mark the 50th anniversary of the Common Agricultural Policy (CAP), French cinemas will be graced from this week with a 30-second advertisement promoting fruit and vegetable consumption.
The spot will reportedly be shown in 900 cinema halls across the country, one to two weeks per month until December.
Half of the project has been financed by the European authorities, with the rest paid for by French interprofessional organisation Interfel.
The aim of the ad is to explain the work that is done by the different players in the fresh produce chain.
As we are shown the various stages of the business, key words flash across the screen, including environment, jobs, traceability and quality, while a voiceover states, 'From the land to the plate, with fresh fruit and vegetables'.
