The Fruitness, Enjoy it! campaign, promoted by Italian organisation CSO and sponsored by the Italian Agricultural Policy and Forestry Ministry with a view to encouraging fruit consumption in Poland, Denmark, the United Kingdom, Germany and Sweden, has continued with a stop in Poland.
The programme selected Warsaw for a meeting dedicated to visual merchandising and shopping promotions, the result of a collaboration between producers and supermarket operators that aims to capture the consumer's interest and encourage the purchase of fruit and vegetables.
The meeting, held on 5 March, involved the participation of numerous journalists, operators and institutional representatives.
'Poland is one of the countries which, from 2006 to the present day, has shown the most interest in the topics and contents of the Fruitness, Enjoy it! project,' commented Federico Milanese, head of Internationalisation at CSO. “The campaign website's access data also proves this, as does the country of origin of the fans on the Facebook page.
'We, therefore, thought it would be important to meet those who, together with us, are involved on a daily basis in this important challenge, that of encouraging people to eat more fruit and vegetables and adopt more healthy eating habits,' he added. 'A personal choice that can, however, be encouraged thanks to ad-hoc initiatives like those we have been promoting for years with this project.'
Leading Italian producers also took part in the meeting in Warsaw, and as well as the campaign, were able to discuss key aspects of Mediterranean fruit and vegetables and the possibility of developing joint tactics in how to reach the heart of the consumer.
