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Fruit Logistica Berlin 2014: Fruitness enjoy it!

Goals: to make fruit sales areas "smarter", to stimulate consumers' interest in fruit & vegetable products and to inform them in ever more accessible, rapid and interactive ways about the properties and quality of Italian and European fruit & vegetables. These are the aims of the new info-tools created by the CSO services centre in the ambit of “Fruitness enjoy it!” – the European project for promoting the consumption of fruit among juniors and adults. These technological instruments will be presented in the "Italy" stand (Hall 2.2 Stand A02) at Fruit Logistica in Berlin from 5-7 February.

In the course of the three-day Berlin trade show, sector buyers and operators will be able to see for themselves just how the CSO's two fruit-focused novelties work. The first is "the ideal point of sale", an interactive multimedia totem which will enable visitors to enter the realm of fruit & vegetables with one simple touch of a screen, and then to explore not only nutritional characteristics but also recipes and consumption tips and varied info on peaches, kiwis, nectarines, apricots, pears and other fresh products.  The other tool designed for consumers is based on the concept of augmented reality: this is an app for smartphone and tablet which offers instant access to all kinds of exclusive material on the main European fruit & vegetable products, presented and operated in a simple intuitive way.  The added value of these two tools is their potential when integrated with a real retail point of sale, where they stimulate consumers' curiosity and interest – and especially that of children and adolescents.

"We firmly believe that, in order to boost consumption and to help spread healthy nutritional habits from an early age, – explains Paolo Bruni, the President of CSO – it is vital that we optimize modes and styles of communication, in order make them as attractive and interesting as possible. These new instruments have been designed precisely for this purpose – continues Bruni – We're presenting them at Fruit Logistica because we're convinced that, with such a huge and qualified public, this event makes a wonderful launchpad for a project which can help project a new image for Fruit & Vegetable department in major supermarket chains, both in Italy and internationally." 

“Fruitness enjoy it!" is now in its eighth year. The project is supported by a group of major Italian sector companies – Afe, Alegra, Apofruit, Cico, Granfrutta Zani, Made in Blu, Naturitalia, Orogel and Pempacorer – and co-financed by the EU and the Italian State. Its prime mission is to promote healthy lifestyles based on regular fruit consumption by children in the UK, Germany, Sweden, Denmark and Poland. This programme has proved to be a trail-blazer, and has been followed by various other campaigns to promote healthy eating habits among school-age kids. It has always stood out for its refreshingly innovative style of communication and its use of amusing, original and interactive languages... an approach which is confirmed by these two latest novelties, ready to be launched at Fruit Logistica.

Rendez-vous at Fruit Logistica in Berlin, from 5-7 February, in the ITALY stand (Hall 2.2 Stand A02)

Source: Agripress    05:17:00|06/02/2014