Regional Workshop on Fruit and Vegetable processing in the EU 23rd & 24th Sept 2009

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Alaina Manning
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1 Regional Workshop on Fruit and Vegetable processing in the EU 23rd & 24th Sept 2009 EU co-financed programmes to promote agricultural products - Case study: Promotion campaign for processed vegetables in Belgium, the Netherlands and France Susanne Meyer, Secretary General, European Association of Fruit and Vegetable Processing Industries OEITFL

2 Outline EU legislation to promote agricultural products Transnational campaign to promote processed vegetables in Belgium/France/The Netherlands

3 1. EU legislation to promote agricultural products EU co-finances measures that provide information on, or promote, agricultural products and food with up to 50%... Promotion on the Internal Market Promotion in Third Countries Used to be separate legislation

4 In 2007: INTERNAL MARKET and THIRD COUNTRIES PROMOTION merged into one SINGLE REGULATION (simplification): Council Regulation 3/2008 on information provision and promotion measures for agricultural products on the internal market and in third countries

5 The overall aim is to inform the consumers about the quality the nutritional values the safety aspects of producing high-value added European farm products and processed food products

6 It is NOT enough to promote a product simply because it comes from a geographical region UNLESS it is for products with an EU quality label such as protected designation of origin (PDO), a protected geographical indication (PGI) or traditional speciality guaranteed (TSG)

7 Annual Budget (EU & Third countries): +/- 50 Million For Processed Fruit & Veg: 2 Million (of which the processed vegetable campaign received 1 Million/year during the three year programme)

8 Situation this year 16 programmes were approved (running between one and three years) in 12 Member States for promotion inside the EU EU will contribute around 28 million Products selected this year: organic products, dairy products, meat, wine, fruit & vegetables, olive oil, honey, flowers

9 what needs to be improved: around 35% (varying from year to year) of promotion budget is never used up!! WHY: programme proposals do not fulfil the strict criteria and/or applications do not comply with the complicated and bureaucratic requirements The time-consuming and costly procedure to prepare proposal puts

10 2. Transnational campaign to promote processed vegetables in Belgium/France/Netherlands 2.1. Campaign Scope and Objectives 2.2. Campaign Message 2.3. Target Groups 2.4. Campaign Tools & examples 2.5. Activities at national level

2.1. Campaign Scope & Objectives 3-Year Programme ran from 2006-2009 Total budget: 6 Million

11 2.1. Campaign Scope & Objectives 3-Year Programme ran from Total budget: 6 Million co-financed by European Commission (50%) Nat. governments & Processing industry/growers (50%)

12 Organisms responsible for implementation: NL: AGFPN (Horticultural Promotion Agency) F: UNILET (Interprofessional Organisation) B: VLAM (Flemish Promotion Board)

Objectives of the campaign Convince consumers that canned and frozen vegetables can play an important role in fulfilling the public health recommendations for the daily intake

13 Objectives of the campaign Convince consumers that canned and frozen vegetables can play an important role in fulfilling the public health recommendations for the daily intake of fruit & vegetables Help consumers increase their vegetable intake Overcome predjudice and preconceptions in the consumer s mind that processed vegetables are of inferior quality

14 2.2.Campaign Message: Frozen, Canned & Bottled Vegetables are healthy because they keep an important part of vital nutrients during processing of excellent quality and produced according to the highest standards easy at hand & time efficient in preparation available all year round

15 Scientific base for the Campaign message: Bibliographical study on the nutritional values of processed fruit and vegetables carried out by the University of Gent by Prof. Dewettinck and his team

17 2.3.Campaign Tools: How is this message being communicated? Via the «tools» of a joint «tool box» in French and Dutch - and adapted to each country s needs and national specificities, and for the actions at country level

18 France Netherlands Canned & Frozen Vegetables easy,delicious and healthy Belgique Belgie

19 Campaign aims at specific target groups to «spread» the message: Health professionals: doctors, nutritionists, dieticians Specialised press: health & nutrition journalists Teachers General public

20 Belgium: Evaluations Health Professionals doctors Frozen vegetables are a healthy solution to reach public health recommendations of 300 g vegetables per day. 24% dieticians 29% doctors 5% dieticians pediatricians 8% Source: Ask commissioned by VLAM (2007) rather agree 24% 43% 27% 24% 20% rather not agree 4% 1% 3% 40% 17% 39% 17% 45% 40% 2% 25% 38% 17% 0% totally agree 24% 71% pediatricians Canned vegetables are a healthy solution to reach public health recommendations of 300 g vegetables per day. 49% 60% 24% 80% totally not agree 100%

21 Evaluations Consumers Flemish responisbles for purchase years Frozen vegetables are a healthy solution to reach public health recommendations of 300 g vegetables per day. 17% 46% 23% 9% 6% 63% Canned vegetables are a healthy solution to reach public health 5% recommendations of 300 g vegetables per day. 22% 0% totally agreed 20% agreed Source: InSites commissioned by VLAM (2007) 30% 40% neutral 31% 60% not agreed 12% 80% 100% totally not agreed

22 Evaluations - Catering Main results from the survey (n=101) 1. x% says Frozen/Canned vegetables are frozen canned healthy 76% 15% tasty 79% 8% nutritious 74% 17% easy to prepare 82% 44% 2. 87% thought more positive about frozen vegetables than before the presentations at a workshop - 50% for canned vegetables

23 Main Campaign Tools For health professionals: Scientific dossier, patient leaflets, posters For journalists: press dossier including recipes, visuals For teachers: leaflet For the General Public: adverts, leaflets For all target groups: Websites

24 Health professional tools Scientific dossier 3 posters for congress stands Press ad

25 Journalists and Teachers Press dossier Press release Teachers leaflet

26 General Public Press Ad

28 Websites: info per vegetable, mouth-watering creative recipes & photos

29 Websites: A true & false section to distinguish facts from fiction

30 2.5. Examples of Actions at national level Congress for Health Professionals in Belgium Press day with field & factory visits Roadshow with well-known chefs targeting catering sector Symposium at MEDEC Medical Congress in France TV Campaign in France Newspaper & Radio Adverts in the NL

31 Closing comment: Looking beyond 2009 Programme concluded in April 2009 evaluation assessments: positive impact Three years & limited budget not enough to achieve image change All three countries will reapply for a continuation THANK YOU FOR YOUR ATTENTION!

TEXTS ADOPTED. Mandatory indication of the country of origin or place of provenance for certain foods

TEXTS ADOPTED. Mandatory indication of the country of origin or place of provenance for certain foods European Parliament 204-209 TEXTS ADOPTED P8_TA(206)0225 Mandatory indication of the country of origin or place of provenance for certain foods European Parliament resolution of 2 May 206 on mandatory