EU: The real Mr Fruitness at Fruit Logistica 2011

The superhero will be making a personal appearance at the Piazza Italia booth in Berlin for the Fruitness Enjoy It! campaign, which is promoting the consumption of peaches and nectarines, pears, kiwifruit and plums among European youngsters.
Mr Fruitness, the superhero created to promote fruit consumption among European youngsters, will drop into Berlin for Fruit Logistica 2011, the international trade fair for fruit and vegetable marketing. Launched in 2006, the "Fruitness, Enjoy It!" campaign is funded by the European Union, the Italian Government and CSO (Centro Servizi Ortofrutticoli). Its purpose is to champion healthy lifestyles, educating children and teenagers in Austria, Germany, Poland, Sweden and the UK about the important nutritional properties of peaches and nectarines, pears, kiwifruit and plums.
As the campaign's mouthpiece, created to appeal to children and teenagers, Mr Fruitness will be making a personal appearance at this year's edition of the Berlin exhibition, which is scheduled to take place from 9 to 11 February 2011. During the afternoon of Wednesday 9 and throughout the day on Thursday 10 February, the superhero will be walking around the exhibition halls of Fruit Logistica, handing out invitation cards for the Fruitness stand in "Piazza Italia", the booth organised by CSO.
At the home of Mr Fruitness in Piazza Italia, visitors will be able to receive freebies and information about the project, as well as helping themselves to a refreshing fruit snack. The guests of Mr Fruitness in Piazza Italia will also have the opportunity to take part in an interview/test broadcast on Web TV, expressing their opinions about fruit and vegetables and thus contributing to the making of a reality test that will be extremely useful for gauging the opinions of the specialist public.
In September 2009, following the success of the first three-year period, funding for the "Fruitness, Enjoy It!" project was extended for another three years to 2012. For almost the last five years the Mr Fruitness campaign has promoted fruit consumption by means of workshops, in-store promotions with leading retail chains in Austria, Germany, Poland, Sweden and the UK, initiatives in schools and information materials both off and online, such as the dedicated website www.fruitness.eu. In the process it has amassed an estimated total of over 60 million contacts.