DUBAI, UAE, Feb. 3, 2025 — The ‘Fresh Up Your Life! Top Quality European Fruit and Veg’ campaign, concluding a successful three-year run in the UAE, has boosted the consumption and appreciation of fresh produce, particularly from Italy. Funded by the European Union and CSO Italy, Italy’s leading consortium of fresh fruit and vegetable producers, the campaign reached 50 million people across the UAE, strengthening Italy’s reputation as a premium produce provider.

This campaign coincides with an 8.4 percent rise in Italian agri-food exports to the UAE, exceeding €412 million. This growth solidifies Italy’s position as a major UAE food supplier, based on data from November 2023.

Elisa Macchi, Managing Director of CSO Italy, stated: “Events like Gulfood were crucial to the campaign’s success. They facilitated business connections, forged commercial partnerships, and showcased the culinary heritage of Europe and Italy. The campaign has significantly increased interest in Italian products and strengthened trade ties between Italian and UAE businesses.”

The ‘Fresh Up Your Life!’ campaign aims to leave a lasting impact. Its innovative approach demonstrates how collaboration, cultural exchange, and a commitment to excellence can create opportunities for European products in global markets like the UAE.

About CSO ITALY

Established in 1998, CSO ITALY is a leading Italian consortium representing many key Italian fruit and vegetable companies. CSO encompasses the entire fruit and vegetable supply chain, from packaging and logistics to processing, machinery, and distribution. ‘Fresh Up Your Life! – top quality European fruit and veg’ is a new project funded by the European Union and CSO Italy to promote fresh fruit and vegetable consumption in the United States and the United Arab Emirates, focusing on Italian produce.

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