Focus on collective promotion

The focus of the coming Fruit Logistica will be the collective promotion of fruit and vegetables. GroentenFruit Bureau will be presenting various joint initiatives of the Dutch horticultural sector at an eye-catching stand in hall 3.2. Within the context of our samen aan tafel ('together at the table') theme we will present the generic 2x2 campaign, the Floriade World Horticultural Expo, the initiative to promote the image of fruit vegetables and the product-orineted campaigns for tomatoes, sweet peppers, onions and Conference pears. At the end of last year, GroentenFruit Bureau (the marketing-communication agency for and on behalf of the Dutch fruit and vegetable sector) published samen aan tafel – a book providing a survey of current activities plus the bureau's vision on the best opportunities for the horticultural sector. The essence is working horizontally together with other parties in the chain for the purpose of organising promotional activities vertically throughout the chain, the ultimate focus being the end users. So all in all promotional activities from which all members of the chain will be able to benefit in their own way.