From: <Salvato da Windows Internet Explorer 7>
Subject: ASA-Press
Date: Mon, 29 Jan 2007 16:07:55 +0100
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  <TR>
    <TD vAlign=3Dtop width=3D15 =
background=3Dhttp://www.asa-press.com/dots.gif=20
    height=3D309>&nbsp;</TD>
    <TD vAlign=3Dtop width=3D530>
      <P class=3Dtitoli align=3Djustify><B>SALUTE E BENESSERE<BR><SPAN=20
      class=3Dtesto><BR>CONSUMI DI FRUTTA E VERDURA: FUNZIONA LA =
PROMOZIONE A=20
      COLORI<BR></SPAN></B><SPAN class=3Dtesto><EM>Pi=F9 di tre =
consumatori su=20
      cinque hanno memorizzato il principio dei =935 colori del =
benessere=94, il=20
      messaggio chiave della campagna di informazione di Unaproa per =
promuovere=20
      il consumo di frutta e verdura</EM></SPAN></P>
      <P class=3Dtesto align=3Djustify><IMG height=3D284 hspace=3D10=20
      src=3D"http://www.asa-press.com/5colori.jpg" width=3D362 =
align=3Dleft vspace=3D10=20
      border=3D1>La mostra bolognese =E8 stata la sede pi=F9 consona per =
la=20
      conclusione della campagna triennale di Unaproa per la promozione =
dei=20
      consumi di frutta e verdura secondo la regola del<BR>=93Five a =
days the=20
      color way=94. Luogo pi=F9 adatto e occasione pi=F9 opportuna per =
concludere e=20
      sintetizzare la fortunata campagna promozionale indirizzata al =
consumatore=20
      non poteva essere che la prima edizione della rassegna =93So =
Fresh=94 dedicata=20
      al prodotto alimentare freschissimo. Laddove gli ortofrutticoli ne =
sono=20
      oggettivamente il paradigma. Unaproa ha, infatti, scelto la=20
      mostra-convegno bolognese per concludere il ciclo di iniziative e =
di=20
      eventi previsti nell=92ambito della campagna di comunicazione =
triennale=20
      =93Nutritevi dei Colori della Vita=94 co-finanziata dalla =
Commissione europea=20
      e dall=92Agea. Giusto ricordare sinteticamente il vasto e =
articolato=20
      programma di azioni intraprese (per la stampa generalista =E8 =
stata=20
      dettagliato il 25 gennaio in una conferenza stampa dedicata), =
costituito=20
      da esposizione ai media, televisivi, radiofonici e sito web; =
all=92utilizzo=20
      di materiali editoriali, nonch=E9 di iniziative mirate presso =
scuole e=20
      numerosi punti di vendita della Gdo. Il coinvolgimento di =
scienziati=20
      dell=92alimentazione e di nutrizionisti di spessore internazionale =
=E8 stato=20
      oltremodo opportuno per una divulgazione non solo emozionale ma =
avvalorata=20
      appunto dalla scienza e dalla medicina. In sintesi, il senso =
pratico della=20
      campagna =E8 stato quello di diffondere il messaggio della =
=93regola del=20
      cinque=94, ossia consumare almeno 5 porzioni il giorno di frutta e =
verdura=20
      di 5 colori diversi (giallo-arancio, bianco, rosso, verde, =
blu-viola),=20
      assunzioni che aiutano a prevenire le pi=F9 comuni malattie e a =
dare=20
      all'organismo il giusto apporto di acqua, zuccheri, vitamine, =
minerali e=20
      fibre.<BR>Chiosando, opportuno rimarcare che stante la natura =
della=20
      rassegna, la presenza di numerosi operatori del settore in =
qualit=E0, sia di=20
      visitatori ed espositori sia di animatori d=92interessanti work =
shop, hanno=20
      dato un significato estremamente pratico alla rassegna. Come, ad =
esempio,=20
      la presentazione del primo rapporto sulla valorizzazione dei =
prodotti=20
      freschissimi con una disamina degli strumenti utilizzati e =
utilizzabili e=20
      le considerazioni degli attori protagonisti che, in pratica, ha =
fatto il=20
      punto sullo stato dell=92arte del settore. Cos=EC come =
interessanti sono state=20
      le relazioni riguardanti lo sviluppo dei marchi territoriali =
collettivi=20
      per promuovere e valorizzare i freschissimi nazionali; il =
confronto tra=20
      produzione e distribuzione con account e buyer di importanti =
insegne della=20
      Gdo e i rappresentati dei consorzi di tutela; l=92indagine sul =
consumatore=20
      di marca e di freschissimo; la case history riguardo =
l=92esperienza di una=20
      catena distributiva estera specializzata nel comparto =
freschissimi.=20
      (Giuseppe Cremonesi)</P>
      <P class=3Dtesto>I NUMERI DELLA CAMPAGNA</P>
      <P class=3Dtesto>Avviata nel 2004 grazie a un cofinanziamento =
della Comunit=E0=20
      Europea e dello Stato italiano di circa 5,6 milioni di euro, la =
campagna=20
      ha rappresentato =93una assoluta novit=E0 nell=92ambito delle =
azioni=20
      promozionali finanziate dalla Commissione Europea=94, come ha =
sottolineato=20
      Domenico Oriani, presidente di Agea,<BR>l=92Agenzia per le =
erogazioni in=20
      agricoltura, il quale ha anche evidenziato =93il contributo =
rilevante=20
      fornito dalla campagna per incoraggiare il consumo di frutta e =
verdura=20
      presso i giovani, in linea con gli obiettivi strategici fissati =
dal=20
      Consiglio Europeo=94.<BR>Che la campagna di Unaproa abbia =
accresciuto la=20
      consapevolezza da parte dei consumatori della necessit=E0 di =
consumare 5 o=20
      pi=F9 porzioni di frutta e ortaggi al giorno =E8 stato dimostrato =
da uno=20
      studio sull=92analisi della notoriet=E0 della campagna condotto =
dal professor=20
      Roberto della Casa dell=92Universit=E0 di Bologna. Oltre il 77% =
del totale=20
      degli intervistati (consumatori che avevano assistito a iniziative =

      promozionali di<BR>Unaproa), hanno ricordato correttamente, a =
distanza di=20
      oltre 10 giorni, nome e contenuto della campagna. Il messaggio dei =
5=20
      colori, inoltre, stimola a mangiare pi=F9 frutta e verdura: il 56% =
di coloro=20
      che hanno affermato di consumare meno di 5 porzioni al giorno, ha=20
      dichiarato di voler incrementarne il consumo per effetto delle=20
      informazioni ricevute dalla campagna.</P>
      <P><SPAN class=3Dtesto>Investimento complessivo<BR>5,561 milioni =
di euro=20
      contribuiti nelle seguenti misure:<BR>50% Comunit=E0 =
Europea<BR>30%=20
      Unaproa<BR>20% AGEA<BR><BR>Durata del progetto<BR>gennaio =
2004-gennaio=20
      2007<BR><BR>Il messaggio chiave<BR>L=92obiettivo delle iniziative =
=E8 stato=20
      quello di sensibilizzare il consumatore verso il consumo di frutta =
e=20
      ortaggi freschi secondo il principio scientificamente accreditato =
dei 5=20
      colori del benessere.<BR><BR>Il =93principio dei 5 colori=94<BR>5 =
porzioni=20
      giornaliere di frutta ed ortaggi di 5 colori diversi =
contribuiscono a=20
      proteggere la salute del corpo e a difenderci dalle pi=F9 comuni=20
      patologie.<BR><BR>I colori<BR>- rosso<BR>- giallo-arancio<BR>- =
verde<BR>-=20
      blu-viola<BR>- bianco<BR><BR>Le azioni<BR>- campagna pubblicitaria =
(spot=20
      radio e televisivi, annunci stampa)<BR>- pubblicazione della =
=93Guida del=20
      benessere=94 con la collaborazione scientifica dell=92Istituto di =
Scienza=20
      dell=92Alimentazione dell=92Universit=E0 la Sapienza di Roma.<BR>- =
realizzazione=20
      del sito web www.unaproa.com/icoloridellavita<BR>- eventi di =
piazza =93Dammi=20
      il 5=94: Roma, Treviso, Rimini, Bologna, Bolzano, Cesena, =
ecc.<BR>- ufficio=20
      stampa e organizzazione di tre conferenze stampa<BR>- iniziative =
di=20
      promozione presso i punti vendita della distribuzione=20
      organizzata<BR><BR></SPAN></P>
      <P align=3Djustify><B><SPAN class=3Dtesto></SPAN></B></P>
      <P class=3Dtitoli align=3Djustify><BR></P>
      <P class=3Dtitoli align=3Djustify><BR></P>
      <P></P></TD>
    <TD vAlign=3Dtop width=3D9>&nbsp;</TD>
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