BioBenessere, the three-year project approved and co-financed by the European Union (EU) and the Italian government for the overseas promotion of organic food and agriculture products, continued its promotional tour last week by exhibiting at the Natural Product Expo on 5-8 March in Anaheim, California.
The initiative, coordinated by PRO.B.E.R and effective from 2008 until 2010, aims to raise awareness of European organic products in the US, Russia and Japan in particular, and recently participated at the Winter Fancy Food Show in San Francisco.
“The green lifestyle is a growing reflection of US buying habits at a time when organic product purchases are on the increase,” said the organization in a press release. “Analysts have in fact forecast that organic product sales in 2009 could reach US$30bn.
“The US organics market increases by approximately US$3.5bn per year, according to figures from BioFach America 2008. The campaign to market and promote European organic products dovetails nicely with this growing trend – the so-called greening of America, as championed by commentators, of consumers interested in healthy, organically grown products.”
With participation at the California event, BioBenessere intends to reinforce its promotional efforts in the US by taking advantage of a highly visible event to provide information on the advantages and values of high quality Italian organic production obtained with total respect for nature and human health.
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