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Freshness from Europe spreads Mediterranean fruit message

The Freshness from Europe project proposes a wide range of initiatives targeting the trade and consumers worldwide.

Financed by the European Union, the Italian government and Centro Servizi Ortofrutticoli, the project is intended to promote and increase public awareness of quality European fruits and vegetables.

JC Barros, marketing director, North America, for Freshness from Europe, will be joined by Luca Mari and Federico Passarelli from CSO at the organization’s booth, No. 4227, at the PMA Fresh Summit.

“Freshness from Europe’s initiatives target the trade and consumers to raise awareness on the origins and the path followed by these products, which are always synonymous of quality and freshness,” said Barros. “At the PMA Fresh Summit, Luca, Federico and I will be greeting attendees and discussing the Freshness program.”

He added that the grower companies being represented in the project are Made in Blu, Origine, Apofruit, Alegra and Kingfruit, all headquartered in the European Union.

Consuming fruit and vegetables is fundamental for a healthy lifestyle according to the Mediterranean diet. The World Health Organization also states that 400-grams of fruit and vegetables a day is the ideal dose for staying fit and healthy.

“The aim of the Freshness from Europe project is to diffuse the qualitative excellence of European products, whose freshness, along with health and safety and traceability are guaranteed by the rigid food regulations of the European Union,” Barros said.

The project began as a three-year program in 2008 under the name European Flavors. It enjoyed such great success that at the end of this period it was renewed for another three years. In 2016, at the start of another three-year program period, it was rebranded and renamed to Freshness from Europe, in an effort to better associate products with consumers.

Thanks to their privileged location and a climate that favors agriculture, Mediterranean countries produce a good amount of the world’s fruits and vegetables. The leader in Europe is Italy, with points of excellence in the sector of peaches and nectarines, kiwis, apples, plums, oranges, grapes, tomatoes and much more.

Through the Freshness from Europe project, the European Union, the Italian government and CSO propose a wide range of initiatives targeting the trade sector and consumers, designed to raise awareness around the world of products and their supply chain that are guaranteed to always be of excellent quality and extremely fresh.

The countries involved in the project information activities are the United States, Canada, China, Japan and the United Arab Emirates.

More information is available at