Fresh produce superhero Mr Fruitness will be used to promote the consumption of pears among European children this autumn.
The entire “Fruitness - enjoy it!” campaign will be dedicated to pears in the coming months.
The fruit will be presented as a way to tackle tiredness and seasonal ailments brought on by colder weather.
The main focus of the initiative, which aims to eliminate obesity in EU countries, will be children and teenagers.
A series of in-store promotions are to be held throughout the five target countries ¬- Austria, Germany, Britain, Poland and Sweden - with a view to influencing shoppers during the moment of purchase.
Promoters will also be handing out information in order to illustrate the benefits of a diet rich in a variety of fruit. This will focus on health benefits and present pears as a good source of immediate energy, revitalising the body and helping it recover from tiredness, with high levels of potassium and vitamin C. The low calorie content makes them suitable for a calorie-controlled diet.
Pear production is expected to fall this season, with estimates at Prognosfruit predicting that this year’s Italian pear harvest is expected to drop to 875,000 tonnes, a nine per cent decrease on 2006.
The overall reduction in the European harvest has been attributed to unfavourable weather throughout the continent.
Italy will maintain its reputation as the leading producer of pears among the 27 EU member states, with production expected to account for 35 per cent of the European total, with more than 130,000t of pears - 15 per cent of the Italian harvest - destined for foreign markets.
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