Summary of the “Time for European Apples” Campaign

In March 2024, the “Time for European Apples” promotional campaign, organised by the Polish Fruit Growers Association, concluded its initiatives. This project, co-financed by the European Union, was established to promote European apples in the Egyptian and Jordanian markets.

Three years of promoting European apples

From its inception, the campaign focused on enhancing recognition and fostering trust in European apples as a premium product, characterised by safety, taste, visual appeal, and compliance with stringent environmental and social standards mandated by the European Union.

The campaign encompassed a diverse array of communication and promotional strategies targeting both trade partners and consumers. These activities included participation in international trade fairs, organising trade missions, conducting business-to-business meetings, and various media outreach efforts.

Results and lasting impact

The campaign resulted in a substantial increase in the recognition of European apples among importers, distributors, and consumers in Egypt and Jordan.  Numerous new business relationships were established, and collaborations with existing partners were strengthened, laying a solid foundation for the continued growth of European apple exports to the Middle East following the campaign.

Furthermore, the initiative contributed to increased environmental awareness among consumers, with a growing number of individuals in Egypt and Jordan considering the origin of products, their cultivation conditions and ecological impact. This trend aligns seamlessly with the values upheld by European agriculture.

Acknowledgments

The Polish Fruit Growers Association extends its gratitude to all contributors who played a role in the success of the “Time for European Apples” campaign. We wish to recognise importers, exporters, industry partners, representatives from the trade sector, experts, journalists, and supporting institutions and organisations. Your commitment ensured the campaign was executed with utmost professionalism and effectiveness, securing a permanent presence for European apples in the markets of Egypt and Jordan.

Although the project has concluded, we remain confident that its impact will endure for years to come, fostering trade cooperation, consumer confidence, and the integration of European apples into the daily purchasing decisions of the region’s consumers.