The first year of the so-called Euphoria project is over. This project focuses on the premium quality and healthy properties of European fruit and vegetables, and was created in collaboration with the European Union. The project aims to promote high quality EU-sourced fresh produce among consumers and relevant sectors in Switzerland and Norway. On February 1, 2020, the start was given for the promotional activities, although they were hampered by the health crisis. Nevertheless, the goal was achieved and Swiss and Norwegian consumers were able to be convinced through initiatives aimed at the best possible presentation of the products in question in both target markets. In Switzerland, excellent results were achieved in two stages. The first phase took place in autumn 2020 at Engrosmarkt and Viadukt in Zurich and the Markthalle in Basel. The second phase was completed a year later, again at Engrosmarkt and at eight branches of the Swiss luxury department store chain Globus. In parallel with the promotional activities, training sessions for market participants were organized in Switzerland. Importers, retailers, caterers, e-commerce companies, wholesalers and retailers were given the opportunity to discover for themselves the excellent quality that the European fruit and vegetable sector has to offer. In Norway, in July and August 2021, action days were organized at branches of Smak AV Italia and the Mathallen in Oslo. The first training session took place online, as well as the face-to-face meetings in the following months. Customers and department managers from Bama-Gruppen, the largest fresh produce supplier in Norway, and Sana Bona, a Norwegian company specializing in organic products, which supplies Coop Norge, among others, participated in these meetings. However, this is not all, as activities are also planned for 2022, including promotional days for consumers and training and educational events for players from relevant sectors in both countries.
