The third phase of in-store promotions for the Fruitness - enjoy it! campaign is now underway in the UK, Austria, Germany, Poland and Sweden, with the focus on kiwifruit.
The campaign, which is funded by the European Commission, the Agricultural Payments Agency (AGEA) and Centro Servizi Ortofrutticoli (CSO), is aimed at boosting consumption among young people and is fronted by cartoon superhero Mr Fruitness.
The initiative will to reach out to consumers with a series of in-store promotions at retailers to inform them about the potential benefits of eating fruit and vegetables.
Kiwifruit is leading the winter phase of the project.
Italy is the leading European producer of kiwifruit, with an annual production capacity in excess of 500,000 tonnes, 70 per cent of which is exported to 80 countries worldwide, according to CSO.
Major supermarkets in the five target countries and in retail stores throughout Germany and Poland will host information corners and provide illustrated materials and freebies targeted primarily at younger consumers.
The latest Mr Fruitness video game is also now available on CD-ROM and online at www.fruitness.eu/eng/fruitness_gioca.html
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