The partnership of the EU Orchards of Taste consists by (group) of three producer organizations from Greece leaded by PO AC Rachis from Pieria Greece, and the inter-professional Organization PRODCOM for the fruits and vegetables sector of Romania.
The project is targeting Malaysia, South Korea, Singapore and Indonesia, four markets of the South East Asia with high growth potential for EU fresh products. The objective of the project is to enhance the competitiveness of the specific fresh products and raise their consumption outside the Union. In the three markets, demand for high quality and safe fresh fruits is growing fast and global competition is fierce. By promoting the image of the products and their competitive advantages and by applying extended promotion and advertising activities the project will support higher exports growth rates for Greek producers and initiation of exports for Romania thus, generate new exports, increasing in that way the Union’s market shares. The project identified imports, distribution and retails channels as a top priority group, addressing to the general public and consumers. Moreover has identified a key group among multipliers in the markets. The project provisions large scale activities for the trade and multipliers groups (stands at trade fairs, seminars/workshops/B2B meetings, study trips); on the other side website, social media, print and online advertising, communication tools (publication, promotional videos) and dedicated B2C activities (tasting days and road shows) have been provisioned for the general public. The total budget is: 2.952.562 EUR.