The Scheme – REA’s Garden

About the REA’S GARDEN programme

REA’S GARDEN is a European promotion programme implemented by the Union of Agricultural Cooperatives of Argolida – REA COOP, which aims to bring consumers closer to high-quality natural juices produced in accordance with the principles of sustainable agriculture, nutrition and safety of the European Union.

REA’S GARDEN is a European information and promotion programme, co-financed by the European Union and implemented by the Union of Agricultural Cooperatives of Argolida – REA COOP, under Regulation (EU) No 1144/2014.

The programme aims to raise awareness of and enhance the recognition of European fruit juices by highlighting the standards that govern their production in the European Union, particularly in terms of food safety, traceability, transparency and environmental responsibility.

Through targeted information and communication activities, REA’S GARDEN highlights the role of EU agriculture in sustainable development, as well as its contribution to the climate and the environment.

The programme is being implemented in the target countries of Greece and Romania, with the aim of increasing consumer awareness and strengthening the position of European juices in these markets.

Targeted actions of the programme

The REA’s GARDEN programme employs a range of targeted actions to increase consumer awareness of and engagement with high-quality European products;

• Press events

Presentations to journalists and industry professionals, with the aim of highlighting the quality and values of European production.

• B2B Meetings

Targeted networking with businesses and industry professionals, strengthening partnerships and showcasing product characteristics.

• Participation in leading trade fairs

A strong presence at major trade fairs, such as FOOD EXPO in Greece and INDAGRA in Romania, where thousands of professionals learn about, taste and evaluate the products.

• Point-of-sale sample distributions

Direct contact with consumers, provision of information material, and product tastings that highlight their natural flavour and European quality.

• Production of audiovisual content

Videos, documentaries and photographic material highlighting the processes involved in growing, producing and consuming natural juices.

• Digital presence strategy

Enhanced content on social media and the website, featuring informative messages, recipes and material that strengthens consumers’ engagement with the products and values of European agriculture.

Objectives of the REA’S GARDEN programme

The objectives of the REA’S GARDEN programme focus on promoting European orange, grapefruit and mandarin juices, highlighting their quality characteristics and the standards that govern their production in the European Union.

The programme aims to:

• To increase awareness and recognition of European juices in the target markets by highlighting their characteristics and the high production standards applied in the European Union.

• To inform consumers about the strict European standards on food safety, traceability, authenticity and transparency throughout the production chain..

• To highlight the sustainability of EU agriculture and its contribution to the climate and the environment, by promoting practices related to the rational management of natural resources, such as water and soil, and reducing the environmental impact of agricultural production.

• To enhance consumers’ understanding of the role of European production in sustainable development and in ensuring long-term environmental balance.

• To help increase the competitiveness and consumption of European fruit juices in the target countries, through evidence-based and measurable information.

European quality, trust and natural enjoyment in every glass

The REA’s GARDEN programme promotes European fruit juices within the framework of the rules and standards governing their production in the European Union. Information provided to target groups focuses on the characteristics resulting from the implementation of uniform European requirements in terms of food safety, traceability, authenticity and transparency.

Particular emphasis is placed on the sustainability of EU agriculture and its contribution to the climate and the environment. By promoting responsible farming practices and the rational management of natural resources, the programme highlights the institutional and production framework that ensures the continuity and resilience of European agricultural production.

At the same time, REA’s GARDEN helps to disseminate evidence-based information on the quality characteristics of European fruit juices, thereby enhancing understanding of the standards applied throughout the production and distribution chain.