The National Federation of Fruit and Vegetable Producer Organisations (FNOP) is a socioeconomic professional association of Producer Organisations (PO) in Portugal. Its main objective is the promotion and representation of its associated fruit and vegetable production members. FNOP currently represents around 75% of the organised fruit and vegetable sector in Portugal.

Important objectives of FNOP focus on facilitating the development of the production capacities of its members through promotional and supportive actions. In addition, FNOP coordinates relevant activities of common interest to the sector, promotes actions, conducts studies and training, and disseminates information.

FNOP's main ambition is to organise the majority of POs in Portugal to support the development and efficiency of the fruit and vegetable sector.

Members of POs gain larger export capacity, greater negotiating power, and better information to meet consumer needs and trends, gaining a focus on food quality and security and enabling them to adapt more effectively to climate change while contributing to the protection of soil, water and biodiversity.

There was a need to increase the organisation’s membership and raise awareness of the positive work and benefits of FNOP and its members, and the idea of promoting the sector through promotional video footage was born. The project idea fitted well with the strategic objectives of the Portuguese National Rural Network and a funding application was prepared and submitted.

The main objective of the European Agricultural Fund for Rural Development (EAFRD) funded project was to develop and disseminate videos raising awareness of the importance and benefits of Portugal's organised fruit and vegetable sector. The project promoter, FNOP, was keen to increase its membership numbers through this.

The video series A Palavra aos Frescos (The Word to the Producers) also aimed to promote the sharing and disseminating information and knowledge about POs. This was to be achieved directly, bringing organised production closer to producers and consumers.

The main project activities concerned the production of the 27-episode video series ‘A Palavra aos Frescos’. Each episode presented the region and the products of a different producer organisation across Portugal. All participating POs were members of FNOP.

The designing and scripting of the videos incorporated the key promotional messages that POs not only bring benefit to their members, but also to their local communities/territories. In addition to giving visibility to the quality of regional and local agricultural products, POs create direct and indirect employment opportunities in areas where they operate.

The episodes were disseminated through different media to reach other fruit and vegetable producers and the general public. These included YouTube, WhatsApp, Facebook, AKIS and other networks.