CUTE - Cultivating a Healthy Europe with the Green and Red Fruits and Vegetables from Europe (CUTE-FRESH)

Programme(s): Promotion of Agricultural Products (AGRIP)
Topic(s): AGRIP-MULTI-2024-TC-ORG-SUST
Type of action: AGRIP MULTI Project Grants
Project ID: 101194242

Objective: """CuTE-FRESH - Cultivating the taste of Europe Europe with fresh European Fruits and Vegetables"" is an innovative EU promotional initiative aimed at boosting the consumption of fresh produce within the internal markets of France, Germany and Spain. This program, developed within the framework of CuTE's strategy (FruitVegetablesEUROPE 2018), involves a consortium of three leading associations in the fruit and vegetable sectors: + Broccoli Association, Alcachofas de España Association and Association d’ Organisations de Producteurs nationale de Fraises. CuTE-FRESH stands out for its dedication to promoting healthy dietary practices and shining a spotlight on the abundant health advantages offered by fruits and vegetables. It ventures beyond conventional promotional tactics, striving instead to arm citizens with clear, precise, and impartial insights into these nutritional treasures. Encouraging Europeans to embark on a journey towards vitality, the program tries to recognise and promote the effort of families to have a diet rich in fruits and vegetables by championing a lifestyle rooted in wholesome foods, active living, and the colourful palette of a varied, well-balanced diet. Operating with a comprehensive European blueprint, CuTEFRESH capitalizes on a spectrum of online channels and curates an outstanding mix of events. While digital platforms take center stage for their efficiency and audience appeal, the program also ventures offline. This entails orchestrating exclusive gatherings in fitness centers, launching eye-catching campaigns on public transit routes in Berlin, Brussels, and Paris, and making waves at prominent F&V trade expos. Furthermore, CuTE-FRESH unveils vibrant and captivating initiatives in numerous retail hubs, spanning bustling markets in Spain to quaint fruit shops dotted across Germany, France and Spain."