The first year of the ‘Have an apple day! Get to know high-quality apples from the EU’ campaign was a period of intensive promotion of European apples in two promising South American markets – Brazil and Colombia.
The aim of the campaign is to raise awareness of European apples, showcase their quality, variety and origin, and build relationships with importers, distributors, retailers, the media and consumers.
The choice of these markets is not accidental.
Brazil – an important market for European apples
Brazil is a major import market for apples. According to UN Comtrade/WITS data, Brazil imported 235,120 tonnes of fresh apples worth approximately US$290.3 million in 2024.[1]
In the same year, the European Union exported 89,891 tonnes of fresh apples to Brazil, worth approximately US$109.3 million.[2] These figures show that Brazil is already a significant market for European exporters, rather than merely a market with future potential.
For Poland, however, the Brazilian market still remains at the preparatory stage. A phytosanitary risk assessment procedure concerning the import of Polish apples into Brazil is ongoing in 2026. [3]
The presence of the campaign in Brazil is therefore of strategic importance: it enables the brand awareness of European apples to be built up and relationships with potential partners to be established even before the market is fully opened up to Polish produce.
São Paulo – the first year of the campaign in Brazil
One of the most significant events of the first year of the campaign was participation in the Anuga Select Brazil 2026 event in São Paulo, which took place from 7 to 9 April 2026.[4]
The trade fair provided an opportunity to meet the importers, distributors and representatives of the HoReCa sector, and to showcase European apples. These direct talks provided an opportunity to highlight the production standards, quality, safety and traceability of European apples, as well as to discuss opportunities for commercial cooperation.[4]
The trade fair appearance was complemented by a press event, which took place on 8 April at Praça São Lourenço. During the meeting, European apples were showcased in a culinary context, highlighting their versatility and outlining the objectives of the campaign.[4]
Colombia – a market with proven potential
Colombia is an example market where European apples – and Polish apples in particular – already have a well-established presence.
According to UN Comtrade/WITS data, Colombia imported 116,852 tonnes of fresh apples worth approximately US$154.75 million in 2024.[5]
Data on EU trade with Colombia highlight the importance of this market for European exporters. In 2024, the European Union exported 25,025.8 tonnes of fresh apples to Colombia, worth approximately US$32.1 million.[6]
Imports from the EU increased in the following seasons. According to figures based on European Commission statistics, EU apple exports to Colombia totalled 22,360 tonnes in the 2024/2025 season, while in the 2025/2026 season they had already reached 25,411 tonnes, exceeding the total for the entire previous season.[7]
Poland is also expanding its presence on this market. According to figures from the Ministry of Agriculture and Rural Development, Poland exported 5,585 tonnes of apples to Colombia in 2025.[3] WITS data also show that in 2024, Poland was the fourth-largest supplier of fresh apples to Colombia in terms of import volume, after Chile, the United States and France.[5]
Colombia is therefore no longer merely a promising direction. This is a market, on which European and Polish apples are playing an increasingly important role.
Bogotá – promotion and business relations
In Colombia, the campaign was present at the Anuga Select Colombia 2026 event in Bogotá, which took place from 9 to 12 June 2026. Participation in the event provided an opportunity for face-to-face meetings with representatives of the food sector, importers and potential partners. The programme also included a visit to Corabastos and discussions with Asifruit representatives.[8]
Another key element was the media campaign. At a press event in Bogotá, the quality and origin of European apples were highlighted, while a culinary demonstration showcased their versatility.[8]
European apples – exports and new markets
The expansion of the presence in South America forms part of a broader export diversification strategy. According to UN Comtrade/WITS data, the European Union exported 950,211 tonnes of fresh apples to global markets, worth approximately US$1.02 billion, in 2024.[9] Brazil and Colombia were among the major importers of European apples. In 2024, 89,891 tonnes were exported from the EU to Brazil, and 25,025.8 tonnes to Colombia.[2][6]
In the case of Colombia, the data also highlights the importance of Polish supplies. Poland exported 6,311 tonnes of apples to that country in 2024, making it one of the leading European suppliers.[10]
The campaign therefore supports not only the promotion of the product itself, but also the wider process of establishing the position of European apples on new markets.
Quality, health and daily consumption
The promotion of European apples also fits well the wider context of the importance of fresh fruit and vegetables in the diet. According to Freshfel Europe Consumption Monitor 2026, the average consumption of fresh fruit and vegetables in the EU stood at 355.71 g per person per day in 2024, which is 1.98 per cent more than in 2023. However, this figure remains below the 400 g per day recommended by the WHO. Freshfel emphasises the need to further increase the consumption of fruit and vegetables, highlighting their health importance and their low environmental impact.[11]
This is an important context for the ‘Have an apple day!’ campaign – European apples can be presented not only as a high-quality product, but also as a natural part of a balanced daily diet.
The first year is behind us
The first year of the campaign revealed two different, but complementary areas of potential.
Colombia is a market where European apples, and Polish apples in particular, are already increasing their presence. On the other hand, Brazil is a large import market where the presence of European apples is well established, and the opening up of this market could create a further opportunity for Poland to expand its exports.
The activities of the campaign, ranging from B2B meetings and trade fairs to press events and product presentations, all serve a single purpose: to build the recognizability of European apples and forge lasting relationships with South American markets.
The first year was the beginning. The next stages of the campaign offer an opportunity to further tap into the potential of both markets.
Have an apple day!
Bibliography
[1] https://wits.worldbank.org/trade/comtrade/en/country/BRA/year/2024/tradeflow/Imports/partner/ALL/product/080810
[2] https://wits.worldbank.org/trade/comtrade/en/country/EUN/year/2024/tradeflow/Exports/partner/ALL/product/080810
[3] https://www.gov.pl/web/rolnictwo/rozmowy-ministra-stefana-krajewskiego-z-komisarzami-ke-wsrod-tematow-spotkan-finansowanie-wpr-i-eksport-jablek
[4] https://www.fruitnet.com/eurofruit/european-apples-campaign-takes-centre-stage-in-sao-paulo/271350.article
[5] https://wits.worldbank.org/trade/comtrade/en/country/COL/year/2024/tradeflow/Imports/partner/ALL/product/080810
[6] https://wits.worldbank.org/trade/comtrade/en/country/All/year/2024/tradeflow/Exports/partner/COL/product/080810
[7] https://www.freshplaza.com/europe/article/9841884/eu-apple-exports-to-colombia-reach-25-411-tons-in-2026
[8] https://www.prnewswire.com/mx/comunicados-de-prensa/el-exito-de-las-manzanas-europeas-en-la-feria-alimentec–anuga-select-colombia-2026-302813067.html
[9] https://wits.worldbank.org/trade/comtrade/en/country/ALL/year/2024/tradeflow/Exports/partner/WLD/product/080810
[10] https://wits.worldbank.org/trade/comtrade/en/country/All/year/2024/tradeflow/Exports/partner/COL/product/080810
[11] https://freshfel.org/freshfel-europes-consumption-monitor-2026-a-stronger-consumer-based-approach-is-needed-to-place-fruit-and-vegetables-at-the-centre-of-a-healthy-diet/