Freshness from Europe, the CSO Italy project for promoting quality produce, lands in the United Arab Emirates

Freshness from Europe, the Project financed by the European Union, the Italian Government and CSO Italy together with its members such as Apoconerpo, Alegra, Apofruit, Assomela, Ceradini, Made in Blu, Cico, Conserve Italia, Naturitalia, Origine, Oranfrizer, and Opera aims at promoting public awareness of European fruit and vegetables in China, USA, Canada, Japan and United Arab Emirates.

Started just before the summer, this campaign sees the Emirates as the focus of activities aimed at promoting and showcasing summer products, as defined in the project.

Summer products are supplied exclusively via air delivery from Italy to Dubai, guaranteeing freshness and storability of all products.

According to Eurostat data, fruit and vegetable exports from Italy to the Arab Emirates has seen a steady increase in the past three years, not only of winter fruit (kiwis, apples, pears), but also of summer and autumn fruit, such as plums, apricots, cherries and grapes.

Italian export reached and exceeded 12,000 tons in 2015, against 9,700 in 2012, and there is still a great increase potential.

Among the various activities set by the Freshness from Europe project for the United Arab Emirates, there are in-store initiatives such as the distribution of information leaflets and presentations of fruit and vegetable produce regarding their country of origin, and their historical and cultural background.

In June, the Freshness from Europe campaign introduced summer products supply to Dubai, in around 30 mass-market stores.

“The Freshness project, says Stefano Soli from Alegra, has everything it needs to be successful and appealing in the Emirates, where people are becoming ever more interested in high quality fruit and vegetables, and pay great attention to the health topics and the nutritional aspects that the initiative wants to convey”.

Renzo Balestri, Overseas Manager from Apofruit, adds: “The Emirates are a constantly growing market and, also in the initial phase, the summer campaign has received a positive response so far. They showed great interest in all Italian early summer fruit – peaches, nectarines, cherries, apricots, and also in ready-to-eat produce”.

The project’s promotional initiatives in the Emirates will continue throughout the upcoming months until the end of the activities planned for November, when the project Freshness from Europe will take part in the WOP Dubai trade show, between 13 and 15 November 2016.