Euphoria Bio expands its campaign and enters Conad stores in Lazio

Euphoria Bio, the three-year project co-funded by the European Union and promoted by the Centrale Ortofrutticola di Tarquinia, is expanding its campaign and arriving for the first time in stores Conad in Lazio.

Entering large-scale retail is one of the main new developments in the programme's third year and reflects an increasingly evident change in Italians' purchasing behaviour.

October, the month of the pumpkin

One of the project's signature products will accompany the launch of this new phase: the organic pumpkin, a natural feature of the autumn season and a food strongly associated with the imagery of October and Halloween.

The calendar could not be more consistent with the product's seasonality: according to Crea, the pumpkin harvest period runs approximately from September to November. Behind its now popular association with Halloween is, first and foremost, a seasonal agricultural product that is extremely versatile in the kitchen: from soups to risottos, from fresh pasta to side dishes and desserts.

Pumpkin is also distinguished by the presence of carotenoids, precursors of vitamin A. The Ministry of Health lists it among the plant foods characteristic of the autumn season and highlights the value of a varied diet rich in seasonal fruit and vegetables.

Euphoria Bio will therefore use Halloween not only as a time for communication, but also as an opportunity to bring attention back to the product, its seasonality and the possibility of recognising European organic produce at the time of purchase.

Information at the shelf

The arrival in stores completes a journey which, during the first two years, saw Euphoria Bio meet the public mainly through catering, tastings and events.

In its third year, the project takes a further step: reaching consumers in front of the fruit and vegetable shelf, at the moment when origin, seasonality, production method and product recognition become tangible elements of the choice.

The distribution figure confirms the strategic importance of this choice. With 64% of domestic organic sales channelled through modern retail, supermarkets and other Gdo formats now represent the main meeting point between organic produce and Italian consumers.

The in-store campaign is part of the 450 days of promotion planned in Lazio during Euphoria Bio's third year, together with activities in the Campagna Amica markets and in the catering channel.

This article was translated from the original Italian version with the assistance of artificial intelligence. In case of discrepancies, please refer to the original Italian version.