EU fruit and vegetable growers are reaching out to UK importers, distributors, foodservice, retailers, and consumers, with the I Love Fruit and Veg from Europe campaign, co-funded with aid from the European Union.

Led by five organisations, A.O.A., La Deliziosa, Terra Orti, Asso Fruit Italia and Meridia, the campaign, launched in 2022, is supported by more than 900 producers and growers from areas spanning Central Southern Italy.

Visit the team on stand 2030 to see and sample the very best fresh and seasonal European produce. From colourful, crisp salads like basil, spring onions, and green lettuce, to succulent fruits including Etna Prickly Pears, Coscia Pears, Blood Oranges, Leonforte and Bivona Peaches, to name but a few. There will also be recipe demonstrations and sampling on stand, so be sure to stop by and taste the delicious produce from Italy and other EU countries.

In 2022, a total of 5.54 million tons of fruit and vegetables was imported to the UK, with 49% of the total coming from the EU.  The value of EU exports of fruit and vegetables to the UK in 2022 was €4.3 billion and it is expected that the trend in the UK towards EU imports for both and fruit and vegetables will increase to more than €4.8 billion in value in the following years (2023-2025).

To assure consumers and businesses alike of a high standard of food safety and safeguard the agri-food sector from recurrent crises, the EU has adopted the farm to fork strategy along the entire food chain, with an integrated control system - including certified quality labels (PDO / PGI) already recognised in the UK, and the benefits these bring, in terms of freshness, sustainability and quality – and of course variety and versatility.

Hungry for more? Visit www.ilovefruitandvegfromeurope.co.uk for a range of tasty recipes, nutritional and health benefits of European fruit and vegetables, plus further information on the positive environmental impact of the EU’s agricultural policy.