China, Japan, Taiwan and Hong Kong are the countries that will be involved in The European Art of Taste until 31st January 2022 will carry out promotional activities and campaigns for a total value of 3.7 million Euro.
Conveying the values of the European fruit and vegetable sector, and of the Italian production in particular, is the objective behind the creation of The European Art of Taste: Italian Fruit & Veg Masterpieces is the new campaign that is financed by the European Union and by CSO Italy. For the next three years, the project will involve consumers, journalists and professionals in the sector in China, Japan, Taiwan and Hong Kong in a series of initiatives designed to promote the quality, the guarantee of safety, and the wholesomeness that are certified by the strict European production regulations. The activities of the project will take place through a series of events and initiatives in the stores of the main cities, through online marketing, the creation of a special website, the dissemination of content on the most popular social platforms in the target countries, and articles in the main publications of the food and lifestyle sectors. Creating a bond with media influencers will be one of the fundamental aims of the campaign, which, to these ends, is planning to organize specific workshops and gastronomic experiences for journalists. While the trade aspect will be involved in a series of b2b events in the main trade fairs (from Asia Fruit Logistica, Macfruit Attraction China to Foodex Japan) with the aim of creating new networking opportunities between the leading operators of the made in Europe fruit and vegetable sector and the consumer markets that are involved in the project.
The idea of celebrating masterpieces of nature is at the heart of the marketing image of the project, a veritable work of art created by the Italian artist Antonio Pronostico, who comes from Matera, and who has been working in the field of illustrations and comics for many years. Italy is, in fact, world-famous for its art in the broadest sense, from visual disciplines to culinary ones, as it is favoured by its excellent products and by the features of its land, and by its skill in creating recipes that are world-renowned. And raw materials like fruit and vegetables are no exception, due to the many unique varieties on offer (93 PDO and PGI products). Mr Good Fruit is an imaginary character that was born from the combination of the fantastic products that will be presented and promoted by the project. Among these, kiwis and red oranges stand out, along with many other products that characterize the range of European fruit and vegetables on offer (from cherries to tomatoes, not to mention apples and pears, and the large variety of vegetables) as well as processed products from fruit juice to tomato puree, and the many vegetables that are preserved and which maintain their healthful characteristics. The original, colourful style which portrays Mr Good Fruit in the cartoon version with predominantly red and yellow hues, wishes to celebrate the Italian tradition and its meeting with the Asian style and motifs. Furthermore, it fully represents the craft skills and Italian artistic creativity.
The fundamental values that The European Art of Taste wishes to convey are based on the distinguishing features of quality and safety of the European Union fruit and vegetable products both in their fresh and processed forms; a healthy and sustainable production system that safeguards consumers and preserves the natural qualities of the products. Italy also boasts long-standing experience in the field of integrated crop management, which began in the ‘70s, and which has established itself around the world thanks to its very high quality.
The ambassador products of the project will be kiwis, red oranges and pears, as well as fresh processed vegetables and orange juice and other fruit juices, which are among the most outstanding products of our country that wishes to create a solid and lasting relationship with countries in Asia.
The producers – that are part of CSO Italy, promoter of the project together with the EU – are Oranfrizer, Apofruit, Apo Conerpo with Alegra and Naturitalia, Consorzio Jingold, Cico, Lagnasco Group, and Origine Group.