A new Europe is sprouting in the fields of Spain and France—one that puts the spotlight on fresh, local, high-quality fruit and vegetables. It’s an unstoppable social movement aimed at unlocking all the health benefits of broccoli, artichokes, and European strawberries. The project officially kicked off in mid-May under the title A Healthier Europe, co-funded by the EU.
+Brócoli and Alcachofa de España, together with France’s AOPn Fraises de France, have joined forces to launch this three-year promotional programme to highlight the virtues of fresh produce to consumers in Spain, France, and Germany.
The campaign
This is a civic campaign that goes far beyond media and social networks. It will hit the streets of major European capitals by decorating trams, buses, and other public transport in Berlin, Paris, and Madrid. It will also be present in city markets, where consumers will get a chance to taste the full flavour of products grown just a few kilometres away.
The aim is to champion their nutritional benefits while spotlighting farmers and their fresh, healthy, locally grown products.
Goals
The goal is clear: Europeans currently consume only 350 grams of fruit and vegetables per day—well below the 400g per person per day recommended by the World Health Organization (WHO). This declining consumption, combined with sedentary lifestyles, is a growing concern for public health systems and society at large.
“We want to deliver a positive, optimistic and educational message to Europe that will help us tap into the full power of products like broccoli, artichokes and strawberries—tasty, healthy and environmentally friendly,” said Antonia Piernas, President of +Brócoli.
“If we commit to increasing fruit and vegetable consumption, we won’t just be healthier and more active—we’ll also be injecting vitality into the agricultural sectors of Spain, France and Europe as a whole. In fact, reaching 400 grams a day would require the European sector to boost production by 15 million tonnes a year.”
Benefits across the board
Under the slogan “They’re not just fruits and vegetables. This is a healthier Europe,” the campaign seeks to educate consumers about the rich nutritional profiles of these versatile crops.
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But that’s not all. “The European production model behind these sectors is sustainable, safe and traceable. These fruits and vegetables are a true example of responsible farming and food systems—and this campaign will prove it to consumers,” added Antonio Galindo, President of Alcachofa de España.
About the consortium
The initiative is led by three associations:
– +Brócoli, established in 2010, aims to increase broccoli consumption. It brings together farmers, traders, researchers, nutritionists, chefs and related organisations, and now includes 60 member companies.
– Alcachofa de España, founded in 2014, promotes the benefits of artichokes. With over 28 members, it includes farmers, fruit and vegetable companies, the processing industry, retailers and restaurants.
– AOPn Fraises de France, created in 2008, represents over 500 growers across different French regions through its 27 members, accounting for more than 45% of total French strawberry production.
