Presentation Event:

this is how the ‘A Healthier Europe’ project is launched, claiming local fruit and vegetables

More than 100 attendees, three branded trailers, a lot of press gathered for the occasion and one objective: to kick off an essential campaign, which will make Spanish broccoli and artichoke and French strawberries become protagonists of the healthy revolution in Europe. These are the highlights of the event that took place on May 9 in the Region of Murcia. Want to see it all?

With the ceremonial ribbon cutting and the departure of three trailers wrapped with the campaign image, an irresistible social movement was launched, which aims to extract all the beneficial effects of products such as broccoli, artichokes and European strawberries. This was the culmination of the great launch event of the ‘A Healthier Europe’ project, with which +BRÓCOLI, Alcachofa de España and AOPn Fraises de France will take their message in favour of fresh fruit and vegetables throughout Europe.

The presentation of this promotion program co-financed by the EU was carried out by the president of +BRÓCOLI, Antonia Piernas, and the vice president of Alcachofa de España, Pedro Herrera, accompanied by authorities such as the Minister of Economy, Finance, European Funds and Digital Transformation of the Region of Murcia, Luis Alberto Marín, or the mayor of Torre-Pacheco,  Pedro Ángel Roca.

In front of them, more than 100 attendees from the sector and many media (specialized and general, including radio and television) eager to know all the details of a vital project for the fresh fruit and vegetable sector in Europe. “We want to send Europe a positive, optimistic and educational message that allows us to extract all the power from products such as broccoli, artichokes or strawberries, which are as tasty as they are healthy and respectful of the environment,” said the president of +BRÓCOLI, Antonia Piernas. “If we become aware of increasing the consumption of fruit and vegetables, not only will we be healthier and more active, but we will provide vitality to the Spanish, French and European countryside in general.”

In a lively round table, Antonia Piernas and Pedro Herrera, together with the coordinator of the programme, Lluís Pérez, and the Strategic Director of the Tactics Europe agency, revealed the details of the campaign to the attendees, from the design of the actions to the expected results, and then gave way to a conference by the retail expert Laureano Turienzo.

The project brings together the three aforementioned associations, which have joined forces to educate consumers about the interesting nutritional profile of these versatile fruits and vegetables, with a clear objective: to increase the consumption of Europeans from the current 350 grams per day of fruit and vegetables, to the 400 g/person/day recommended by the World Health Organization (WHO).

As a citizens’ campaign, it will not limit itself to having a presence in the media and social networks, but will take to the streets of the great capitals of Europe decorating trams, buses and other means of public transport in Berlin, Paris or Madrid. In addition, it will be present in different markets in these cities, giving Europeans a taste of all the flavour of the products of its field, grown a few kilometres from there. And the first step for all this was taken in this extraordinary event, with the inauguration of 3 vinyl trucks that will already begin to travel the roads of Europe carrying their message: “This is not just fruits and vegetables. This is a healthier Europe.”