SNACK SMART debuts Madrid push for European fresh fruit

The EU co-funded SNACK SMART campaign was presented in Madrid on Oct. 6, 2026, bringing together fruit trade, media and agri-food professionals to promote fresh fruit in everyday diets. The three-year program is targeting Germany and Spain with peaches, nectarines, pears, plums and apricots.

Why it matters: - SNACK SMART is pushing fresh fruit consumption in two major European markets, Germany and Spain. - The campaign ties its message to national dietary guidance that calls for at least five daily portions of fruit and vegetables. - The program aims to make European fresh fruit a more regular choice in everyday diets through communication and retail promotion.

What happened: - The European information and promotion campaign was presented to representatives of the Spanish market in Madrid. - The press event for the EU co-funded SNACK SMART program took place on Oct. 6, 2026, at the Casa de las Artes hotel, part of the Meliá Collection. - The event brought together fresh fruit and vegetable trade and distribution representatives, importers, journalists and agri-food professionals. - The presentation focused on the five fruits promoted by the program: peaches, nectarines, pears, plums and apricots.

The details: - Konstantinos Malakos, president of the Platanoulia Agricultural Cooperative “FROUTOPIGI,” presented the program’s philosophy, objectives and main activities in the German and Spanish markets. - Malakos highlighted the quality of European fresh fruit and the need to strengthen consumer awareness of its role in a balanced and varied diet. - Malakos also outlined the cooperative’s work in producing and marketing fresh fruit. - The event highlighted the role of organized agricultural cooperatives in the European agri-food chain. - Pantelis Gassios, head of the Office of Economic and Commercial Affairs of the Embassy of Greece in Madrid, attended and addressed the audience. - The evening created space for professional contacts and discussion on European fresh fruit production, product quality and consumer information in Spain.

Between the lines: - The Madrid launch shows SNACK SMART using market-facing events, media outreach and trade engagement rather than consumer ads alone. - The program is aligning its message with official nutrition guidance in both target countries, which gives the campaign a public-health angle as well as a promotional one. - The focus on imported and organized fresh fruit supply suggests the campaign is also about strengthening the profile of European producers in competitive retail markets.

What's next: - SNACK SMART will continue with communication and promotional activities over its three-year run. - Planned actions include international trade fairs, press events, media publications, digital campaigns, informational materials and point-of-sale promotions. - More information is available on the campaign website.

The bottom line: - SNACK SMART is using a coordinated EU-backed campaign to make fresh fruit more visible, more familiar and more routine for consumers in Germany and Spain.