EUCOFEL launches CuTE to promote European produce

EUCOFEL has launched a new campaign to promote the taste of Europe. Under the banner CuTE (Cultivating the Taste of Europe), the programme targets 11 specific fruit and vegetables in need of strategic promotional support: strawberry, apple, watermelon, melon, table grape, kiwi, tomato, cucumber, sweet pepper, aubergine and courgette. The CuTE campaign brings together a strong consortium consisting of an EU Association, and 8 national fruit and vegetable associations from France, Greece, Poland and Spain. All partners share common interests and common global challenges. The programme aims to increase awareness of the specific features of EU fruit and vegetable production methods (greenhouse, open-air) and the characteristics of EU produce. The potential audience includes parents of young families, children and adolescents, and opinion leaders. CuTE has a global programme strategy that is very social, smart and close to the people, with a real interaction between target audience and the different production methods, products and varieties. It involves a digital-first approach, including a website, social media channels, digital and radio advertising, public outreach events and media relations actions.