AGF Promotie Nederland, the body responsible for raising awareness of fresh produce among Dutch consumers, has changed its name to GroentenFruit Bureau.
The organisation's new identity has been implemented following the appointment of new management, and was unveiled by GroentenFruit Bureau chairman Wim Tacken and director Jack Stroeken.
The overhaul has also seen the development of a new logo, as well as new concepts and strategies for increasing consumption of fresh fruit and vegetables.
'Fruit and vegetable marketing should seduce, enthuse and encourage consumers,' commented Mr Stroeken during a press conference to announce the new identity. 'The GroentenFruit Bureau has therefore developed a new and collective strategy of high-impact campaigns which, together with leading players in the sector, will help us to get closer to consumers.'
According to the organisation, a new campaign entitled 2x2 aims to breathe new life into an existing project encouraging consumers to include at least two fruits and two vegetables in their daily diets.
The campaign will be promoted in schools, places of work and sporting arenas. Meanwhile, a new label '.NL' will seek to make Dutch fresh produce far more visible to the country's consumers. A new website, www.groentenfruitbureau.nl, will also be available.
