Campaign “Go Greener, Feel Better” – Greek Asparagus & Kiwis at FRUIT LOGISTICA
As part of the Europe-wide promotional campaign “Go Greener, Feel Better”, which is an initiative under the EU project “EU F & V Consumption” (EU Fruit & Vegetable Consumption), fresh agricultural products from the European Union are being promoted—with a special focus on Greek asparagus and kiwis. The aim of this initiative is to increase the consumption of fruits and vegetables within the EU internal market, raise awareness of their nutritional value, and position European agricultural products on the international stage.
Media Event in Berlin: An Exclusive Experience for Experts
As part of the campaign, a high-profile event took place on February 5, 2025, in Berlin. Held in the conference rooms and restaurant of the Intercontinental Hotel, the event welcomed over 50 professionals and opinion leaders from the media, fruit and vegetable trade, and gastronomy sectors. Attendees received in-depth insights into the “Go Greener, Feel Better” campaign, the health benefits of asparagus and kiwis, and their culinary potential.
A major highlight of the event was an exclusive four-course menu, where asparagus and kiwis were featured as key ingredients in sophisticated dishes. This allowed guests to experience firsthand the versatility and unique taste of these premium products.
Strategic Communication Approach & Campaign Objectives
The campaign follows a three-pronged communication strategy, targeting the following key audiences:
✅ Consumers – Providing information about the benefits of fresh asparagus and kiwis to encourage informed purchasing decisions.
✅ Media – Offering expert knowledge and resources to facilitate the dissemination of information about the promoted products.
✅ Experts and Opinion Leaders – Collaborating with content creators, chefs, and retailers to establish asparagus and kiwis as high-quality ingredients in premium gastronomy.
Campaign Goals
🔹 Awareness and Education – Spreading knowledge about the benefits and high nutritional value of asparagus and kiwis.
🔹 Encouraging Fruit & Vegetable Consumption – Especially asparagus and kiwis, in line with a healthy and balanced diet, which remains a priority for the European Union.
🔹 Strengthening the Competitiveness of European Agricultural Products – Promoting sustainable and high-quality EU products on international markets.
With this initiative, the “Go Greener, Feel Better” campaign is making a strong statement in support of healthy eating, conscious food choices, and the appreciation of European agricultural products.
