FRUIT AND VEGETABLES PROMOTION IN POLAND

Transcription

1 5 a day FRUIT AND VEGETABLES PROMOTION IN POLAND Paweł Harycki Polish Association of Juice Producers (KUPS) Milano

2 Polish Association of Juice Producers Rakowiecka Street 36 / Warsaw, Poland Tel mail: biuro@kups.org.pl

3 Polish Association of Juice Producers Polish Association of Juice Producers (KUPS) is an industry, non-profit, organization supporting balanced cooperation betweend producers of concentrated juices, juices, nectars, as well as fruit and vegetable producers and scientific institutes, research laboratories, suppliers of intermediate products, machines and packaging as well as government and EU organizations and institutions. 36 KUPS Members Producers of final products (juices, nectars and drinks) Producers of Fruit and Vegetables Producers of raw materials (concentrated fruit and vegetables juices / puree) Research Institutes Producers of packages and industrial equipment Members of KUPS cover about 70 % of concentrate juice, juice and nectar market in Poland KUPS is member of SGF, AIJN, EQCS Range of activity of Polish Association of Juice Producers includes industrial self-control system called: Voluntry Control System for Juices and Nectars (DSK) Website:

4 About POLAND Population GDP billion $ (23rd in the World) GDP per capita $ (54 th in the World) UE member since 2004 Poland is leading producent of food in EU Currency: Polish Złoty (4,2 zloty = 1 Euro) About 60% of Poles are in productive age

5 Fruit and vegetables production in Poland Field vegetables Greenhouse vegetables Tree fruits Berries Mushrooms

6 Fruit production in Poland Structure of Berry growing in Poland in 2014 Black Currants Strawberries Raspberries Blueberry Aronia Gooseberry 20% 5% 4% 2% 37% 32% Structure of Tree Fruit growing in Poland in 2014 Apples Sour Cherries Plums Cherries Pears Apricots and peaches 7% 4% 4% 1% 13% 71% Aronia, Black Currants, Raspberries 1st producer in UE Strawberries 3rd producer in UE Apple 1st producer in UE (3rd in the world) Cherries 1st producer in UE Source: Institute of Agricultural and Food Economics National Research Institute

7 Apple and apple juice concentrate Polish pride Poland is the largest producer of apples in the European Union (3rd in the world): 3,7 mln tons (26% of EU production) Significant factor stimulating the devolopment of apple production is production of apple juice concentrate as Poland is its second largets producer and exporter in the world (after China) Poland is the largest producer of apple juice concentrate in the European Union (Second in the World): thousand tons per year Germany Spain 1% France 2% 2% Moldova Hungary 3% 3% Italy 3% Turkey 5% Apple Juice Concentrate % share of world production 2014 Iran 3% Russia 3% Others 17% Ukraine 5% Poland 17% China 30% Source: Doehler Poland

8 Vegetables production in Poland thousand tons cabbage carrot onion beetroot Source: Central Statistical Office

9 Fruit and Vegetables consumption in EU (per capita) Fruits and processed fruits in UE (kg / person) in 2011 Vegetables and processed vegetables in UE (kg / person) in 2011 Source: Faostat (FAO Statistics Division 2014)

10 Fruit consumption in Poland Consumption of fruit and processed fruit kg / person ( ) Fruits and processed fruits Apples Exotic fruits (oranges, grapefruits etc.) Source: Central Statistical Office

11 Vegetables consumption in Poland Consumption of vegetables and processed vegetables kg / person ( ) Vegetables and processed vegetables Tomatoes Cabbage Source: Central Statistical Office

12 Who promotes fruits and vegetables in Poland? Government Agencies Trade Organizations European Union (Co-financing promotional projects) Private (Brand) Producers

13 School Fruit and Vegetables Scheme

14 Common Agricultural Policy activities by Polish Trade Organizations (Fruit and Vegetable promotion) Main campaigns in area of Fruits and Vegetables: Apple every day Power Fruits = Extraordinary properties of ordinary fruit (Berries) Carrot (by KUPS) 5 portion of vegetables, fruit and juices (by KUPS) Juices and Mousses Vitamins in SMART form (by KUPS)

15 Promotional activities of Polish Association of Juice Producers Fund For Promotion Fruits and Vegetables + own funds Activity 5 a day I edition* 5 a day II edition 5 a day III edition 5 a day IV edition 5 a day V edition Common Agricultural Policy + own funds Activity 5 portions of Vegetables and Fruit in Poland 5 portions of vegetables, fruit or juice In Poland and Romania Juices and Mousses SMART VITS in Poland, Romania, Czech Republic, Slovakia and Lithuania *I edition only own funds

16 5 a Day 5 portions of vegetables, fruit and juice, Poland and Romania Case Study

17 Project assumptions: Informational and promotional campaign Extra funding by CAP (Common Agricultural Policy) mechanism Overseen by Agricultural Market Agency & EC Social campaign Product category promotion, but not the specified brands Poland and Romania full coverage 5 a Day Budget: 3,8 mln net Euro (50% UE, 30% Poland, 20% Promotion Fund for Fruits and Vegetables), noneligible costs Polish Association of Juice Producers Schedule time: 3 years (since to ) Target Group Women years with Children (Supporting TG Children 3-10 years old) Campaign goals: To increase demand for fruits, vegetables and juices Convince consumers that: Fruits, vegetables and juices are healthy and they are very needed element of a daily diet Fruits and vegetables should be consumed at least in 5 portions a day Juice can be one portion of fruits or vegetables

18 Why do Poland and Romania need 5 a Day initiative?

19 5 a Day survey according to mothers, how often should their kids eat fruit and vegetables? Poland Romania (Source: research for KUPS carried out by DriveR ZenithOptimedia Research Department, January 2012)

20 5 a Day Campaign themes: Necessity of consumption of fruits, vegetables and juices five times a day - reminder of this fact Change of nutrition habits of the target groups by increasing the frequency of consumption of vegetables, fruits and juices Glass of juice (200 ml) may replace one portion of fruit or vegetable Key messages: Regular consumption of five portions of fruit, vegetables and juice a day is a way to protect against many diseases (obesity, lifestyle diseases) and longer maintain youth, fitness, wellbeing and good look for many years Vegetables, fruit and juices are characterized by their naturalness and large nutritional value, additionally their consumption is fashionable One serving is a medium-sized fruit / vegetable or juice (200 ml) The recommended amount of fruits, vegetables and juices for human consumption - 5 servings a day Characteristics of a healthy and balanced diet

21 5 a Day Poland and Romania, Key elements of the campaign: TV commercials Press commercials Online campaign Web site / Press Conferences One to one meetings with journalists Briefings with catering Creative shipments PR activities Cooperation with experts and celebrities Simoultaneusly conducted campaign on Polish and Romanian market

22 TV Advertisment

23 TV Advertisment

24 TV Advertisment

25 TV Advertisment

26 Press advertisments

27 Press advertisments (Polish market)

28 Press advertisments (Romanian market)

29 Press advertisments (Romanian market)

30 Internet advertisments (Polish and Romanian market) Every morning 5 portions of vegetables, fruits or juice for everyone One portion = vegetable or fruit or juice Give five to 5 a day Eat vegetables and fruits. They have secret powers!

31 Internet advertisments (Polish and Romanian market) What is hidden in 5 a day? Compose the picture Congratulations! This are your everyday 5 portions of vegetables, fruits and juice! Click, learn more and check out another games Formal information about campaign funds

32 Internet advertisments (Polish and Romanian market) Great! How many servings of vegetables, fruits and juices should be in your diet everyday? Blind fate is a bad decission. Eat 5 portions of vegetables, fruits and juice everyday Click for lottery Visit and learn more not enough

33 Internet advertisments (Polish and Romanian market) Do you know the way to proper diet? Use arrows to cross the maze, search for fruits, vegetables and juice Congratulations! You know the way to 5 a day! Click and play Click, learn more and check another games Great!

34 Do you want your childrento achieve succeses of olympic athletes? Juice, fruits and vegetables are great Provide 5 portions of vegetables, fruits or juice in their diet everyday! Visit Learn more

35 Internet advertisments (Polish and Romanian market) discover the secret of fruits, vegetables and juice Fruits, vegetables and juices are fantastic discover the secret of fruits, vegetables and juice Click on apple Check it

36 Internet advertisments (Polish and Romanian market) Draw five identical portions it's a good time for one of five servings Excellent! Eat daily 5 servings of vegetables, fruits and juice! Vegetables, fruit and juices is great fun

37 Internet advertisments (Polish and Romanian market) Do you like vegetables, fruits and juices? Do you like vegetables, fruits and juices? Click! Give a like on Facebook Competitions with prizes are waiting for you!

38 Internet advertisments (Polish and Romanian market) Catch as many fruits, vegetables and juice as possible You have earned 450 points. Do You like games with fruits, vegetables and juices?

39 Website: (Parents)

40 Website: (Children)

41 Website: (Parents)

42 Website: (Children)

43 Public Relations (Poland and Romania) PR activities: Press conferences Media briefings Creative shipments Flash news One to one meetings Media relations

44 Education activities in kindergardens:

45 Are there any results of 5 a Day campaign?

46 Results of the campaign (in Poland) Awareness research (CATI) carried out after each year of campaign: Increased awareness of recommendations of doctors and specialists regarding eating 5 portions of fruits and vegetables daily from 49% (2008) -> 74% (2014); Increased awareness of the 5-a-day campaign promoting eating fruits, vegetables or juice from 45 % (2008)-> 76 % (2014); Noticeably increased interest in popularization of the 5-a-day idea, the nutritient value of fruit, vegetables and juices and the definition of a portion, by internet websites, newspaper editorial teams, schools, administration, etc.;

47 (Comparison of Market Research 2008 vs 2014): Daily eating frequency MOTHERS (main target group) TRENDS CHILDREN (supporting target group) TRENDS VEGETABLES 5 portions 2 % 5 % 1 % 4 % 4 portions 3 % 9 % 3 % 8 % 3 portions 12 % 24 % 11 % 23 % 2 portions 24 % 23 % 24 % 28 % 1 portion 40 % 28 % 40 % 24 % <1 portion 19 % 11 % 21 % 13 % FRUIT 5 portions 3 % 6 % 5 % 7 % 4 portions 8 % 8 % = 7 % 9 % 3 portions 24 % 18 % 24 % 27 % 2 portions 24 % 32 % 32 % 30 % 1 portion 23 % 24 % 24 % 19 % Data source: <1 portion 18 % 12 % 8 % 8 % = 2014 Effectiveness measurement of the promotional and informational campaign: 5 portions of vegetables, fruit or juice, 4 th stage Poland. Research for the Polish Association of Juice Producers conducted by GFK Polonia and DriveR 2008 Effectiveness measurement of the promotional and informational campaign: Vegetables and fruit 5 times a day, 1 st stage Poland. Research for the Polish Association of Juice Producers conducted by IQS Research, December 2008

48 How can we make 5 a Day easier?

49 How can we make 5 a Day easier? We should additionally promote low-processed products based on fruits and vegetables to support the rise of daily consumption of fruits and vegetables in various forms as an element of diversify diet. WHO recognize 100% juice as a fruit Polish National Food and Nutritional Institute (Public Health Authority) recognizes one glass of 100% juice as a fruit/vegetable Juices are low-processed natural products based on fruits and vegetables 100% Juices and Mousses (fruit and vegetable puree) are convenient form of Fruits and Vegetables (at work, at school, during travel, etc.)

50 Juice and Mousse as one portion KUPS main Communication Line a Day Now Supporting Communication 2014 One portion of fruit and vegetables could be replaced by glass (200 ml) of 100% juice or mousse (fruit and vegetable puree)

51 Juices and Mousses Smart Vitamins 100% Juices and Mousses could be one portion of fruits and vegetables (200 ml) The greatest challenge of our communication is to educate that drinking juices and mousses is a convenient and natural method of complementing vitamins during the day 100% Juices and Mousses are easy accesible when we are unable to prepare fresh fruits or vegetables (at work, during travel)

52 5 a Day (Poland and Romania) Juices and Mousses vitamins in a smart form (Poland, Romania, Czech Republic, Slovakia, Lithuania) campaign funds:

53 Thank You Contact: ,