A three-year promotional campaign to increase consumer demand for berries in the EU has begun, led by the Dutch organization GroentenFruit Huis with the support of several other industry groups.

On March 31, 2025, GroentenFruit Huis Managing Director Richard Schouten and René van der Burg, Director of DLN at the Netherlands Enterprise Agency (RVO), signed a contract to launch the project.

“This collaboration is unique in the industry and a great result of collective thinking,” Schouten said.

Promotional activities will primarily target young adults in the Netherlands, Belgium, and parts of Germany (a group reported to consume a lower-than-average amount of berries) and will highlight the nutritional and health benefits of berries, their freshness, and their convenience.

The campaign has an annual budget of €400.000, of which Brussels contributes more than half through the European Commission's promotion program. Enjoy it, it's from Europe!

The companies associated with the project are: abbGrowers, Berries Pride, Berry Brothers, BerryWorld, Fossa Eugenia, FruitMasters, Genson Group, Kompany, Royal Berry, The Greenery, Coöperatie Hoogstraten, Veiling Zaltbommel and Zon.

The campaign is also supported by ZLTO, Glastuinbouw Nederland, NFO, Berry Briljant and Simply the Bes.