European Flavors, an EU-backed promotional campaign designed to drive overseas markets for European fresh produce, is this week making its debut at leading US trade event The Fancy Food Show.

The European project, which is jointly financed by the EU, the Italian government and the CSO, aims to bring some of Europe’s best fruit and vegetable products to the most important buyers and retailers in the US, according to campaign organisers.

The project’s appearance at The Fancy Food Show follows what organisers described as a “great success” at the beginning of May at the major FMI (Food Marketing Institute) trade event in Las Vegas.

European Flavors is a three-year project aimed at encouraging international consumption of European fruit and vegetables. It is specifically geared towards promoting fresh oranges, pears, peaches, nectarines, kiwifruit and plums, along with processed products.

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