Fruitylife enters its third year with a balance of continuity and innovation

Continuity and innovation are the key words for the beginning of the third year of the Fruitylife - "Healthy and safe fruit and vegetables" project, the campaign to inform consumers and raise awareness of the health and safety of fresh, European fruit and vegetables, promoted by Alimos Alimenta la Salute with the support of the European Union and the Italian Ministry of Agricultural, Food and Forestry Policy. After the great results achieved in the project’s second year, the third year will see the continuance of the activities performed over the last two years and the insertion of some interesting new features. The Supervisory Committee will continue to oversee the project and suggest messages and contents, both on a scientific level and regarding communications. Video interviews to some quality managers of the leading producers and retailers taking part in the Alimos project, will be recorded in order to let consumers get a look inside the European fruit and vegetable production chain and in particular at the regulations protecting and guaranteeing safety. The video interviews will be available online in the Fruitv section of the website and on the project's YouTube channel (http://www.youtube.com/user/FruitylifeEurope). Social Networks, in particular Facebook and Twitter, will continue to play an important role, transmitting and sharing daily posts with contents, photographs, recipes, nutrition and health information on fruit and vegetable products in an easy and simple way, taking advantage of the more direct and "easy" approach to communication typical of social networks. The information-promotion campaigns in large-scale retail and Horeca points of sale, will be continued once again with the target of holding around 950 initiatives in a selection of shops in the three European nations where the project is running (Italy, France, Germany). Some new features both in online and direct communications in points of sale will be brought in. The www.fruitylife.eu website will see a new Fruitygame feature included on the homepage - a colourful quiz to let visitors/consumers check how much they know about the properties of fruit and vegetables and learn information and curious facts about the nutrition, health benefits and production cycle of fruit and vegetables in a funny way. The game, also available on the Fruitylife Facebook page, will reward winners with fun wallpapers to download. The official website will become more social, with more interaction with Facebook (https://www.facebook.com/FruitylifeEurope) and Twitter (https://twitter.com/Frulife). In fact, a section of the site will be renovated to create a real time display of the best contents, posts and tweets, to promote the project contents across the board. Communication in large-scale retail and Horeca points of sale will have a new hanging display showing a calendar of seasonal produce for fruit and vegetables (until now only shown inside the brochures) which has been greeted with enthusiasm by both consumers and operators. The calendar is designed to help remember what produce is in season each month, along with nutritional properties and the benefits of eating it every day, and will also be available in the special section on the website.