5 a day (poland / romania)€¦ · apple and apple juice concentrate – polish pride • poland is...
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IN POLAND
Milano 29.10.2015
Paweł Harycki Polish Association of Juice Producers
(KUPS)
5 a day FRUIT AND VEGETABLES PROMOTION
Polish Association of Juice Producers Rakowiecka Street 36 / 339
02-532 Warsaw, Poland Tel. +48 22 606 38 63
mail: [email protected] www.kups.org.pl
Polish Association of Juice Producers
Polish Association of Juice Producers (KUPS) is an industry, non-profit, organization
supporting balanced cooperation betweend producers of concentrated juices, juices,
nectars, as well as fruit and vegetable producers and scientific institutes, research
laboratories, suppliers of intermediate products, machines and packaging as well as
government and EU organizations and institutions.
• 36 KUPS Members
– Producers of final products (juices, nectars and drinks)
– Producers of Fruit and Vegetables
– Producers of raw materials (concentrated fruit and vegetables juices / puree)
– Research Institutes
– Producers of packages and industrial equipment
• Members of KUPS cover about 70 % of concentrate juice, juice and nectar market in Poland
• KUPS is member of SGF, AIJN, EQCS
• Range of activity of Polish Association of Juice Producers includes industrial self-control system – called: „Voluntry Control System for Juices and Nectars” (DSK)
• Website: www.kups.org.pl
About POLAND
• Population – 38 100 000
• GDP – 492 000 billion $ (23rd in the World)
• GDP per capita – 12 920 $ (54 th in the World)
• UE member since 2004
– Poland is leading producent of food in EU
• Currency: Polish Złoty (4,2 zloty = 1 Euro)
• About 60% of Poles are in productive age
Fruit and vegetables production in Poland
0
1000
2000
3000
4000
5000
6000
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
Field vegetables Greenhouse vegetables Tree fruits Berries Mushrooms
Fruit production in Poland
Source: Institute of Agricultural and Food Economics – National Research Institute
71%
13%
7% 4% 4% 1%
Structure of Tree Fruit growing in Poland in 2014
Apples Sour Cherries Plums
Cherries Pears Apricots and peaches
32%
37%
20%
5% 4% 2%
Structure of Berry growing in Poland in 2014
Black Currants Strawberries Raspberries
Blueberry Aronia Gooseberry
Apple – 1st producer in UE (3rd in the world) Cherries – 1st producer in UE
Aronia, Black Currants, Raspberries – 1st producer in UE Strawberries – 3rd producer in UE
Apple and apple juice concentrate – Polish pride
• Poland is the largest producer of apples in the European Union (3rd in the world): 3,7 mln tons (26% of EU production)
• Significant factor stimulating the devolopment of apple production is production of apple juice concentrate as Poland is its second largets producer and exporter in the world (after China)
• Poland is the largest producer of apple juice concentrate in the European Union (Second in the World): 250-300 thousand tons per year
China 30%
Poland 17%
Ukraine 5%
Russia 3%
Iran 3%
Turkey 5%
Italy 3%
Hungary 3%
Moldova 3%
France 2%
Spain 2%
Germany 1% Others
17%
Apple Juice Concentrate % share of world production
2014
Source: Doehler Poland
Vegetables production in Poland
thousand tons
Source: Central Statistical Office
cabbage
carrot
onion
beetroot
Fruit and Vegetables consumption in EU (per capita)
Source: Faostat (FAO Statistics Division 2014)
Fruits and processed fruits in UE (kg / person) in 2011
Vegetables and processed vegetables in UE (kg / person) in 2011
Fruit consumption in Poland
Consumption of fruit and processed fruit kg / person (2000-2014)
Source: Central Statistical Office
Fruits and processed fruits
Apples
Exotic fruits (oranges, grapefruits etc.)
Vegetables consumption in Poland
Consumption of vegetables and processed vegetables kg / person (2000-2014)
Source: Central Statistical Office
Vegetables and processed vegetables
Tomatoes
Cabbage
Who promotes fruits and vegetables in Poland?
Government Agencies
Trade Organizations
Private (Brand)
Producers
European Union
(Co-financing promotional
projects)
School Fruit and Vegetables Scheme
Common Agricultural Policy activities by Polish Trade Organizations (Fruit and Vegetable promotion)
Main campaigns in area of Fruits and Vegetables:
• Apple every day
• Power Fruits = Extraordinary properties of ordinary fruit (Berries)
• Carrot (by KUPS)
• 5 portion of vegetables, fruit and juices (by KUPS)
• Juices and Mousses – Vitamins in SMART form (by KUPS)
Promotional activities of Polish Association of Juice Producers
2008 2009 2010 2011 2012 2013 2014 2015 2016-18
Fund For Promotion Fruits and Vegetables + own funds
Activity 5 a day I edition*
5 a day II edition
5 a day III edition
5 a day IV edition
5 a day V edition
Common Agricultural Policy + own funds
Activity 5 portions of Vegetables and Fruit in Poland
5 portions of vegetables, fruit or juice In Poland and Romania
Juices and Mousses – SMART VITS
in Poland, Romania, Czech Republic,
Slovakia and Lithuania
*I edition – only own funds
5 a Day
5 portions of vegetables, fruit and juice, 2011-2014 Poland and Romania
Case Study
Project assumptions:
• Informational and promotional campaign
• Extra funding by CAP (Common Agricultural Policy) mechanism
• Overseen by Agricultural Market Agency & EC
• Social campaign
• Product category promotion, but not the specified brands
• Poland and Romania – full coverage
• Budget: 3,8 mln net Euro (50% UE, 30% Poland, 20% Promotion Fund for Fruits and Vegetables), non-
eligible costs – Polish Association of Juice Producers
• Schedule time: 3 years (since 10.2011 to 10.2014)
• Target Group – Women 25-45 years with Children (Supporting TG – Children 3-10 years old)
5 a Day 2011-2014
Campaign goals:
• To increase demand for fruits, vegetables and juices
• Convince consumers that:
– Fruits, vegetables and juices are healthy and they are very needed element of a daily diet
– Fruits and vegetables should be consumed at least in 5 portions a day
– Juice can be one portion of fruits or vegetables
Why do Poland and Romania need „5 a Day”
initiative?
5 a Day survey – according to mothers, how often should their kids eat fruit and
vegetables? Poland
Romania
(Source: research for KUPS carried out by DriveR – ZenithOptimedia Research Department, January 2012)
Campaign themes:
• Necessity of consumption of fruits , vegetables and juices five times a day - reminder of this
fact
• Change of nutrition habits of the target groups by increasing the frequency of consumption
of vegetables, fruits and juices
• Glass of juice (200 ml) may replace one portion of fruit or vegetable
5 a Day 2011-2014
Key messages:
• Regular consumption of five portions of fruit, vegetables and juice a day is a way to protect against many diseases (obesity, lifestyle diseases) and longer maintain youth, fitness, well-being and good look for many years
• Vegetables, fruit and juices are characterized by their naturalness and large nutritional value, additionally their consumption is fashionable
• One serving is a medium-sized fruit / vegetable or juice (200 ml)
• The recommended amount of fruits, vegetables and juices for human consumption - 5 servings a day
• Characteristics of a healthy and balanced diet
Key elements of the campaign:
• TV commercials
• Press commercials
• Online campaign
• Web site www.5porcji.pl / www.5pentrusanatate.ro
• Press Conferences
• One to one meetings with journalists
• Briefings with catering
• Creative shipments
• PR activities
• Cooperation with experts and celebrities
• Simoultaneusly conducted campaign on Polish and Romanian market
5 a Day Poland and Romania, 2011 - 2014
TV Advertisment
TV Advertisment
TV Advertisment
TV Advertisment
Press advertisments
Press advertisments (Polish market)
Press advertisments (Romanian market)
Press advertisments (Romanian market)
Internet advertisments (Polish and Romanian market)
Every morning…
One portion = vegetable or fruit or juice
5 portions of vegetables, fruits or juice for everyone
Give five to 5 a day
Eat vegetables and fruits. They have secret powers!
What is hidden in 5 a day? Compose the picture
Congratulations! This are your everyday 5 portions of vegetables, fruits and juice!
Click, learn more and check out another games
Formal information about campaign funds
Internet advertisments (Polish and Romanian market)
How many servings of vegetables, fruits and juices should be in your diet everyday?
Click for lottery
Great!
not enough
Blind fate is a bad decission. Eat 5 portions of vegetables, fruits and juice everyday
Visit www.5porcji.pl and learn more
Internet advertisments (Polish and Romanian market)
Do you know the way to proper diet?
Use arrows to cross the maze, search for fruits, vegetables and juice
Click and play
Great!
Congratulations! You know the way to 5 a day!
Click, learn more and check another games
Internet advertisments (Polish and Romanian market)
Juice, fruits and vegetables are great
Do you want your childrento… achieve succeses of olympic athletes?
Provide 5 portions of vegetables, fruits or juice in their diet – everyday!
Visit www.5porcji.pl. Learn more
discover the secret of fruits, vegetables and juice
discover the secret of fruits, vegetables and juice Click on apple
Fruits, vegetables and juices are fantastic
Check it
Internet advertisments (Polish and Romanian market)
it's a good time for one of five servings
Eat daily 5 servings of vegetables, fruits and juice!
Draw five identical portions
Excellent!
Vegetables, fruit and juices is great fun
Internet advertisments (Polish and Romanian market)
Do you like vegetables, fruits and juices?
Do you like vegetables, fruits and juices? Click!
Give a like on Facebook
Competitions with prizes are waiting for you!
Internet advertisments (Polish and Romanian market)
Catch as many fruits, vegetables and juice as possible
You have earned 450 points. Do You like games with fruits, vegetables and
juices?
Internet advertisments (Polish and Romanian market)
Website: www.5porcji.pl (Parents)
PR activities:
• Press conferences
• Media briefings
• Creative shipments
• Flash news
• One to one meetings
• Media relations
Public Relations (Poland and Romania)
Education activities in kindergardens:
Are there any results of 5 a Day campaign?
• Awareness research (CATI) carried out after each year of campaign:
– Increased awareness of recommendations of doctors and specialists regarding eating 5 portions of fruits and vegetables daily from 49% (2008) -> 74% (2014);
– Increased awareness of the “5-a-day” campaign promoting eating fruits, vegetables or juice from 45 % (2008)-> 76 % (2014);
• Noticeably increased interest in popularization of the “5-a-day” idea, the nutritient value of fruit, vegetables and juices and the definition of a portion, by internet websites, newspaper editorial teams, schools, administration, etc.;
Results of the campaign (in Poland)
(Comparison of Market Research 2008 vs 2014):
Daily eating frequency MOTHERS
(main target group)
TRENDS CHILDREN
(supporting target group)
TRENDS
2008 2014 2008 2014
VEGETABLES
5 portions 2 % 5 % ↑ 1 % 4 % ↑ 4 portions 3 % 9 % ↑ 3 % 8 % ↑ 3 portions 12 % 24 % ↑ 11 % 23 % ↑ 2 portions 24 % 23 % ↓ 24 % 28 % ↑ 1 portion 40 % 28 % ↓ 40 % 24 % ↓ <1 portion 19 % 11 % ↓ 21 % 13 % ↓
FRUIT
5 portions 3 % 6 % ↑ 5 % 7 % ↑ 4 portions 8 % 8 % = 7 % 9 % ↑ 3 portions 24 % 18 % ↓ 24 % 27 % ↑ 2 portions 24 % 32 % ↑ 32 % 30 % ↓ 1 portion 23 % 24 % ↑ 24 % 19 % ↓ <1 portion 18 % 12 % ↓ 8 % 8 % =
Data source: 2014 – Effectiveness measurement of the promotional and informational campaign: ”5 portions of vegetables, fruit or juice”, 4th stage – Poland. Research for the Polish Association of Juice Producers conducted by GFK Polonia and DriveR 2008 – Effectiveness measurement of the promotional and informational campaign: ”Vegetables and fruit 5 times a day”, 1st stage – Poland. Research for the Polish Association of Juice Producers conducted by IQS Research, December 2008
How can we make 5 a Day easier?
How can we make 5 a Day easier?
• WHO recognize 100% juice as a fruit
• Polish National Food and Nutritional Institute (Public Health Authority) recognizes one glass of 100% juice as a fruit/vegetable
• Juices are low-processed natural products based on fruits and vegetables
• 100% Juices and Mousses (fruit and vegetable puree) are convenient form of Fruits and Vegetables (at work, at school, during travel, etc.)
We should additionally promote low-processed products based on fruits and vegetables to support the rise of daily consumption of fruits and vegetables in various forms as an element of diversify diet.
Juice and Mousse as one portion
2008 KUPS main
Communication Line
Now 5 a Day
Supporting Communication
2014
One portion of fruit and vegetables could be replaced by glass (200 ml) of 100% juice or mousse (fruit and vegetable puree)
Juices and Mousses – Smart Vitamins
• 100% Juices and Mousses could be one portion of fruits and vegetables (200 ml)
• The greatest challenge of our communication is to educate that drinking juices and mousses is a convenient and natural method of complementing vitamins during the day
• 100% Juices and Mousses are easy accesible when we are unable to prepare fresh fruits or vegetables (at work, during travel)
5 a Day 2011-2014 (Poland and Romania) „Juices and Mousses – vitamins in a smart form”
2015-2018 (Poland, Romania, Czech Republic, Slovakia, Lithuania)
campaign funds:
