Hungary is a major power in cherry production; however, the consumption of the healthy fruit is negligible; that served as the driving factor of initiating the campaign “Ez most nagyon meggy!”. The name of the project is a Hungarian word-play which aims to enhance Hungarian cherry consumption, realised by the Ministry of Agriculture (AM) and the Agricultural Marketing Center (AMC).
Currently, cherries are grown by more than 3400 Hungarian producers on about 14 thousand hectares, which means that 70 thousand tons of red berries are produced on a yearly basis – explained by the Minister of State for Agriculture at Zamárdi, advertising the campaign at Balaton Sound Festival.
Among EU countries, Hungary is the second largest cherry producer after Poland; and one third of the world’s cherry harvest is provided by the European Union. More than 80% of the high quality Hungarian sour cherry crop is exported to Germany, mostly in bottle.
As penzcentrum.hu describes, the proportion of domestic consumption of its bottled version is also significant; however, the fruit’s consumption in Hungary is still negligible. The Secretary of State stressed that the aim of the campaign is to emphasise the beneficial effects of the Hungarian fruit.
The fruit contains a lot of antioxidants;
It is an excellent blood purifier;
Its potassium and calcium content is beneficial;
It is a significant source of B vitamins.
Péter Ondré, Managing Director of the Agricultural Marketing Center, emphasised that AMC has already been present in various festival campaigns, providing tasting opportunities which can effectively reach the most consciously shopping young ages. This year, the incentive campaign takes place in Zamárdi at Balaton Sound Festival and in Allee shopping centre within the period of 8-12 July 2019.