EU-Backed Programme to Promote Fresh Fruit Consumption in the Baltics Presented in Riga
The EU co-funded EUFreshBalt programme will run from 2026 to 2029 to boost fresh fruit and vegetable consumption in Estonia, Latvia and Lithuania. Its press event took place in Riga on 10 September.
A press event held in Riga on 10 September 2026 presented EUFreshBalt, a European Union co-funded programme aimed at increasing the consumption of fresh fruit and vegetables in Estonia, Latvia and Lithuania between 2026 and 2029. The programme is run by ETHEAS, the National Union of Agricultural Cooperatives of Greece.
Programme focus
EUFreshBalt concentrates on fresh fruit grown in Europe: apples, pears, strawberries, peaches, nectarines and kiwi. Its organisers highlight the fruit's quality, compliance with strict food safety requirements and availability on Baltic markets.
The event was attended by Greece's ambassador to Latvia, Evangelos Tournakis, and the head of the consular section, Alexandros Sakkas, along with representatives of the agriculture and food sectors, journalists and content creators. Participants could meet Greek cooperative representatives in person.
What determines quality
The ripeness of the fruit, storage conditions and traceability throughout the supply chain all matter. Fruit should be harvested once it has developed its characteristic flavour and aroma, while remaining firm enough for storage and transport. ETHEAS representative Christos Giannakakis said the organisation's strength is an integrated supply chain from field to consumer.
Dietary guidance
Latvia's healthy eating recommendations call for at least 500 grams, or five portions, of vegetables, fruit and berries daily, of which about 200 grams should be fruit and berries. Local apples and pears are widely available in Latvia in autumn, but choice narrows in the colder months. Fitness and nutrition coach Madara Meiere stressed the role of fresh fruit and vegetables in a varied diet at the event.
Call to the industry
ETHEAS invites Latvian food industry companies, importers, distributors, wholesalers and retailers to become programme partners. The organisation coordinates more than 300 agricultural cooperatives across Greece, which account for about 80% of the total turnover of such cooperatives in the country. More information is available at eufreshbalt.eu.
