The European Art of Taste: Italian Fruit & Veg Masterpieces is a promotional project funded by the European Union and CSO Italy to raise awareness and appreciation of fresh and processed fruit and vegetables of European origin in Asian markets, especially China, Japan and Taiwan.
The Project will be operational from 1 February 2019 to 31 January 2022 and will include promotional activities and advertising campaigns for a total value of €3.7 million.
During this three-year project, the communication campaign of The European Art of Taste will be aimed at sharing the principles of European fruit and vegetable growing and, in particular, of Italian production, promoting its quality and guaranteed safety and wholesomeness regulated by strict European production standards. The Project will include activities involving consumers, with events and initiatives to be held in stores in major cities and through online communication by setting up a dedicated website and by sharing content on the most popular social networks in China, Taiwan and Japan, as well as in leading food and lifestyle magazines in their respective countries. Forming a bond with media influencers will be one of the key points of the campaign which, for this reason, will involve organising workshops and culinary experiences dedicated to journalists. As for trade, a series of events and B2B meetings will be held at leading trade fairs (Asia Fruit Logistica, Macfrut Attraction China, FHC China and Foodex Japan) in order to create new opportunities for making contacts between key players in the European fruit and vegetable industry and the project’s target markets.