The European Commission’s ongoing ‘Fruitness enjoy it!’ promotional campaign, which is aimed at encouraging children to eat more fresh produce, is set to focus on Italian kiwifruit for its latest installment.

Italian kiwifruit are to be the centrepiece of a series of promotions at major grocery retail chains in Germany, Sweden, Poland, Austria and the UK, which will feature the campaign’s own fresh produce superhero Mr Fruitness.

In a statement, the campaign said the kiwifruit-focused promotions would be aimed at influencing shoppers at the moment of purchase, as well as illustrating the benefits of a diet rich in fruit.

Italy is currently the largest European producer country of the Hayward kiwifruit variety, with an annual production estimated at more than 500,000 tonnes, according to Italian fresh produce marketer CSO.

The three-year €4m ‘Fruitness Enjoy it!’ campaign, which is jointly financed by the European Commission and CSO, is aimed at increasing consumption of fruit and vegetables by children in Germany, Austria, Sweden, Poland and the UK.

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