Promotion of Fruits and Vegetables from Europe
A healthy diet consists of high consumption of fruits and vegetables. According to the World Health Organisation (WHO), consuming more than 400 grams of fruits and vegetables per day improves overall health and reduces the risk of certain diseases. The WHO estimates that there are 3.9 million deaths worldwide due to insufficient fruit and vegetable consumption.
Limitless scientific studies provides the effectiveness of fruits and vegetables in disease prevention when consumed as part of a healthy diet. This is due to the nutritional components of fruits and vegetables, rich in vitamins, minerals and beneficial non-nutrient substances, including plant sterols, flavonoids, and other antioxidants, which help reduce the risk of Noncommunicable diseases, including certain types of cancer.
At the same time, the European fruit and vegetable sector contributes to the economic development of the European territories and generates thousands of jobs every year. According to a report by the European Commission, the total value of the EU’s output of fresh fruit and vegetables was EUR 57.5 billion in 2017. This represented 13.9 % of the value of all the agricultural goods and services produced in the EU.
Promoting consumption is one of the main actions carried out by FruitVegetablesEUROPE. We strongly believe in both the health benefits for European population and the positive economic impact on the regions. The sector’s contribution to Europe’s sustainable development is key to energising rural areas and providing quality food to consumers.
For all these reasons, FruitVegetablesEUROPE (EUCOFEL) encourages the consumption of European Fruit and vegetables through the implementation of promotional programmes. Currently, we are working on two programmes funded by Consumers, Health, Agriculture, and Food Executive Agency (CHAFEA).
FruitVegetablesEUROPE and its members are intensely committed and involved in the EU Promotion policy. To respond to the EU Fruit and Vegetables promotion needs, FruitVegetablesEUROPE created the CuTE’s strategy in 2018. CuTE – Cultivating the Taste of Europe is a smart and global strategy to enhance the competitiveness of the EU Fruit and vegetables sector.
CuTE’s main objectives are to:
- increase awareness of the merits of EU Fruit and vegetables and of the high standards applicable to the production methods in the EU.
- increase the competitiveness and consumption of EU Fruit and vegetables products and to raise their profile both inside and outside the EU.
Additionally, restoring normal market conditions following the impact of the Covid-19 pandemic on the EU fruit and vegetables is also a priority for FruitVegetablesEUROPE.
FruitVegetablesEUROPE is currently implementing four Multi-country promotion programmes in the EU internal market for 3 years (CHAFEA: AGRI-MULTI-2018, 2019 & 2020)
- “CuTE – Cultivating the Taste of Europe 2019-2021” (EUFV-CuTE – 826049)
- “CuTE – Solar: Cultivating the Taste of Europe in Solar Greenhouses 2020-2022” (CuTE-Solar – 874602)
- CuTE-HEALTHY – Cultivating a Healthy Europe with Fruit and vegetables from EUROPE 2021-2023” (CuTE-HEALTHY – 101015737)
- CuTE-4You – Cultivating the Taste of Europe for You 2021” (CuTE-4You – 101020593)
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