As the trade in the UK continues to prevaricate on the generic promotion issue, Italian growers are taking steps to reverse declining fresh produce consumption in their country with a new generic promotion.
The new information campaign is being led by the national union of citrus-producers’ organization, Unaproa. It is being run in co-ordination with some of the multiples and was launched last weekend to run for four weeks.
It is an ambitious programme which hopes to arrest a decline that saw Italian fruit and vegetable uptake fall to its lowest level ever this summer, according to national statistics.
Over the next month 400 outlets are taking part in various initiatives that will last for a week at each store. The aim is to make shoppers aware of the advantages of a diet rich in fruit and vegetables.
The initiatives begin each Saturday morning over the month with different dates for each town and each sales point: all consumers shopping in the fresh produce aisles of stores taking part in the promotion will be given information leaflets and other goodies.
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