‘Have an Apple Day!’ campaign introduces high-quality European apples to consumers in Brazil and Colombia
A new marketing campaign co-financed by the European Union is seeking to raise the profile of European apples amongst consumers in Colombia and Brazil. The ‘Have an Apple Day! Get to know high quality apples from the EU’ campaign will highlight the quality, safety and sustainability of European apples.
Brazil produces around 1.1mn tonnes of apples a year, placing it among the largest producers in the Southern Hemisphere. However, domestic volumes are not sufficient to meet year-round demand. As a result, the market depends on imported fruit to fill the gap. According to CEPEA and other Brazilian industry sources, Brazil imported over 150,000 tonnes of apples in 2024, underlining the growing role of international suppliers, including those from Europe.
Colombia, meanwhile, produces around 13,000 tonnes of apples a year – a relatively small volume for a country of more than 50mn people. As a result, domestic supply falls short of demand, and the market depends on imported fruit to fill the gap.
Each year, EU orchards produce around 11–12mn tonnes of apples, with Poland, Italy and France accounting for roughly two-thirds of the total harvest. “Thanks to its cooler climate, apples mature more slowly, developing a naturally firm texture and a rich, distinctive flavour,” the campaign organisers said.
“European production is governed by strict food-safety and sustainability standards. From the orchard to the point of sale, every stage of the process is carefully monitored, ensuring full traceability and transparency. This makes European apples a reliable choice for consumers who value food quality, safety and origin.”
In addition to the quality, traceability and sustainability of European apples, the campaign highlights the continent’s wide range of varieties, offering diverse flavour profiles and culinary uses.
The three-year campaign will feature a mix of activities aimed at both industry professionals and consumers. Planned initiatives include cooperation with Colombian and Brazilian media and influencers, participation in key trade events, digital information campaigns, B2B meetings with importers and distributors, and a study trip to Europe for selected market partners to experience apple production standards first-hand.
