EUROPEAN UNION BACKS FRUIT AND VEGETABLES WITH MEDIA CAMPAIGN IN WAKE OF 'E-COLI CRISIS'

The European Commission (EC) launched a multimedia campaign as part of its €210 million compensation package to support beleaguered European fruit and vegetables growers, processors and retailers still reeling from the 'E-Coli Crisis'.

The late-May E.coli 104 H4 outbreaks killed 48 people in Germany and sickened about 4000, with a host of culprits from cucumbers to tomatoes named before Egyptian fenugreek sprouts were fingered as the most likely source and subsequently banned in the European Union’s 27 member states.

The EC campaign includes an AV package that include supportive comments from EC commissioner Dacian Ciolos as well as comments from traders and farmers and background information.

A print press campaign promoting the healthiness and safety of European fruit and vegetables will get a staggered launch in the 27 member states over these days.

“To help producers get through this difficult period, the European Commission has made 210 million € available for emergency funding. However the solution can only come from consumers re-introducing fruits and vegetables into their daily diet,” the EC said.