Spanish producer-exporters in south-eastern Spain are ramping up their PR campaign in the UK this season.
The European Fruit & Vegetables, We Care, You Enjoy promotional push expects to reach some 38 millon Britons through 6,000 health centres nationwide.
The organisations behind the initiative, which is part-funded by EU and Spanish authorities, are Hortyfruta, which groups growers from Andalucia, and Proexport, a similar organisation for producer-exporters in the neighbouring region of Murcia.
They have prepared intensive activity for the next few months once again, featuring nutritionist Fiona Hunter, who will front the campaign. Hortyfruta president Francisco Góngora said: “Having Fiona on board brings greater credibility and more weight to the messages we want to reach UK consumers with. We have high hopes of her.”
This month some 300,000 leaflets have been distributed to 6,000 health centres and doctors’ surgeries featuring advice from Hunter, recipe ideas and suggestions and information on the campaign.
Hunter said: “Having the leaflets in health centres is very exciting for the fruit and vegetables from Europe, We Care, You Enjoy campaign as it means we can reach 38 million readers amongst patients and visitors who are receptive to healthy eating ideas. This way we can educate and inform consumers on the benefits of eating fresh produce and demonstrate the effort that growers go to to produce in the safest way possible.”
The campaign will be present at the BBC Good Food Show in Birmingham from 27 November to 1 December after a successful visit last year to the London event BBC Masterchef Live, since rebranded BBC Good Food London.
Andalucia and Murcia are important sources of salad and vegetable lines throughout the winter.