Summary of the second year of the ‘Time for European apples in Asia’ campaign in India and Vietnam

The second year of the ‘Time for European apples in Asia’ campaign has come to an end, bringing even stronger consolidation of the position of European fruit on Eastern markets. The activities carried out by the Polish Fruit Growers Association over the past twelve months focused on directly reaching apple importers and distributors, among others, which resulted in a measurable increase in the recognition of European production standards in this dynamic region.

The key point of the second year of the campaign was an intensive presence at the prestigious Vietnam Foodexpo trade fair in Ho Chi Minh City. This event provided an excellent platform for establishing direct business relationships and presenting the unique taste qualities of European apples to a wide range of professionals from South-East Asia. In parallel with the trade fair activities, large-format billboards appeared in the urban space of Ho Chi Minh City. This impressive display in the heart of the Vietnamese metropolis effectively built brand awareness and emphasised the prestige of apples from the European Union, positioning them as a safe premium product. The activity in Vietnam was also supported by intensive social media campaigns.

Vietnamese importers and representatives of the catering sector showed particular interest in specific varieties that best suit local taste preferences. The real favourites on the local market were the “Gala”, ‘Red Jonaprince’ and “Golden Delicious” apples became the real favourites on the local market. Their crispness, juiciness and perfect balance between sweetness and acidity make them a popular choice both as a luxury gift and a versatile ingredient in modern Asian cuisine.

The successes of the second year provide a solid foundation for the final stage of the project. Ahead of us is a third year of intensive work, which will focus on further educating importers and consolidating purchasing habits related to the selection of European fruit. Thanks to their presence at trade fairs and outdoor campaigns in key metropolitan areas, European fruit growers are now closer to Asian consumers than ever before. The goal remains not only to increase export volumes, but above all to create a lasting bond between European fruit-growing tradition and the modern Asian table.