Three-year project will promote the benefits of soft fruit to young adults in Belgium, Germany and the Netherlands
A three-year promotional campaign to raise consumer demand for berries in the EU has begun, led by by Dutch organisation GroentenFruit Huis with support from a number of other industry groups.
On 31 March 2025, GroentenFruit Huis general manager Richard Schouten and René van der Burg, director of DLN at the Netherlands Enterprise Agency (RVO), signed a contract to kickstart the project.
“This collaboration is quite unique within the sector and is a great result of collective thinking,” Schouten commented.
Promotional activities are set to target mainly young adults in the Netherlands, Belgium and parts of Germany – a cohort that is said to consume a less-than-average amount of soft fruit – and to emphasise berries’ health and nutritional values, their freshness, and their convenience.
The campaign has an annual budget of €400,000, with Brussels providing more than half that amount via the European Commission’s promotional programme Enjoy, it’s from Europe!
The project’s partner companies are: abbGrowers, Berries Pride, Berry Brothers, BerryWorld, Fossa Eugenia, FruitMasters, Genson Group, Kompany, Royal Berry, The Greenery, Coöperatie Hoogstraten, Veiling Zaltbommel, and Zon.
The campaign also has the backing of ZLTO, Glastuinbouw Nederland, NFO, Berry Briljant, and Simply the Bes.
