EU-backed SNACK SMART campaign pushes fresh fruit in Germany and Spain

SNACK SMART is a three-year EU co-funded campaign promoting fresh fruit and vegetables in Germany and Spain, with peaches, nectarines, pears, plums and apricots at the center. The program is designed to boost awareness of healthy eating, quality, safety and traceability while reaching consumers and industry through events, media and retail activity.

Why it matters: - SNACK SMART is designed to push more fresh fruit and vegetables into everyday diets in Germany and Spain. - The campaign links consumer education with public-health messaging and the European Union’s broader dietary guidance. - The program also aims to raise awareness of European fruit quality, food safety and traceability.

What happened: - SNACK SMART launched as a three-year information and promotion program co-funded by the European Union. - The campaign focuses on two target markets: Germany and Spain. - Five fruits sit at the center of the program: peaches, nectarines, pears, plums and apricots. - The Consortium of European Producer Organisations is implementing the program. - The consortium includes the Platanoulia Agricultural Cooperative “Froutopigi,” the Koloura Agricultural Cooperative “Euforos Gi” and the Galatades Agricultural Cooperative. - The producer groups are working together to promote European fresh fruit and build consumer awareness in both markets.

The details: - SNACK SMART’s main objective is to increase consumption of fresh fruit and vegetables in the European Union. - The program is also meant to inform consumers about balanced and healthy dietary practices. - The campaign highlights the role of fruit in everyday diets and encourages regular fruit consumption. - The program promotes different ways to add fruit to daily meals and routines. - In Germany, official dietary recommendations advise at least five portions of fruit and vegetables per day, preferably seasonal produce. - In Spain, official dietary recommendations also advise at least five portions of fruit and vegetables per day, including two to three portions of fruit. - SNACK SMART says the campaign is aligned with those dietary recommendations. - The program will run information and promotion activities over the three-year period in Germany and Spain. - Planned activities include press events, participation in international trade fairs, radio advertising and press advertisements. - The campaign will also launch and maintain a website and social media channels. - SNACK SMART will produce promotional recipe videos. - Tasting and product sampling will take place at selected points of sale and retail stores. - The campaign is also designed to reach both consumers and industry professionals.

Between the lines: - The campaign is built around a simple message: fresh fruit is both a daily habit and a consumer education issue. - By pairing retail sampling with media and trade-fair outreach, SNACK SMART is trying to influence both purchase decisions and professional perception. - The focus on five specific fruits gives the campaign a clear product identity while keeping the messaging broad enough for multiple uses and occasions.

What's next: - SNACK SMART will roll out its communication and promotion plan across Germany and Spain over the next three years. - Consumers should see a mix of media, digital, event and in-store activity tied to the campaign. - The program aims to deepen familiarity with European fresh fruit and increase its role in everyday diets.

The bottom line: - SNACK SMART is using an EU-backed, multi-channel campaign to make fresh fruit a more visible part of healthy eating in Germany and Spain.