Portugal Fresh has announced an investment of €2.7 million (US$2.9 million) by 2027 to support international promotion of the fruit, vegetable, and flower sector.
The program includes participation in trade fairs such as Fruit Attraction in Madrid and São Paulo, Fruit Logistica in Berlin, and the International Plant Trade Fair in Essen in 2026 and 2027. Business missions to Chile and the United States are also planned.
The organisation aims to expand activities in markets including China, India, and the United Arab Emirates through promotion and market prospecting.
The plan also includes the development of an interprofessional framework to support coordination across the value chain, from production to distribution.
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