To help producers get through this difficult period, the European Commission has taken immediate emergency measures . However the solution can only come from consumers re-introducing fruits and vegetables into their daily diet.
An additional budget of €15 million over 3 years is foreseen for this initiative - Professional organisations may submit to their national authorities specific programmes for fresh fruit and vegetables in the single market and in third countries by 16 August.
Member States have to send their list of selected programmes by 15 September to the Commission with a view to have a decision on the adopted programmes by 15 November 2011.
This schedule will halve the usual adoption procedure associated with co-financed programmes of this sort.
On 19th of July, the European Commission launches in addition a promotion campaign in all EU Member States to win back consumer trust in fruit and vegetables.