The campaign Europe’s Vegetables: We Care, You Enjoy, is a PROEXPORT AND HORTYFRUTA initiative for the promotion of the consumption of European vegetables, which enjoys the support of the European Union and the Spanish government. Objetives The campaign seeks to restore European consumer confidence in Europe’s fresh vegetables and increase the consumption of these products. The slogan Europe’s Vegetables: We Care, You Enjoy! aims to reach the consumer by transmitting two messages: a rational message, European vegetables are safe and backed by their credentials; and a second, emotional, message: vegetables are good for those we love most, and good for you. Countries Actions in Germany, the United Kingdom and Austria, aimed at a target public of European customers (housewives aged between 25 and 65) designed to reach a public of 330 million. Financing The total budget of the campaign is 2,995,587 Euros, of which the two organising institutions (HORTYFRUTA and PROEXPORT) contribute 20% (599,118 Euros), while MAGRAMA co-finances the initiative, contributing 30% (898,676 Euros) and the European Commission provides the other 50% (1,497,793 Euros). Duration The actions of the campaign will continue for a period of 3 years (from February 14 2012 to February 13 2015).