The Spanish region of Andalucia has this week launched a €1m consumer campaign, which it hopes will have a “very significant” impact on the province’s fruit and vegetable sales.

The campaign, ‘To know how to choose’, will include 24 leading regulatory councils for Andalucian fresh produce and will feature television, radio and daily press adverts within the southern Spanish region.

Launching the promotion this week in Malaga, the Region of Andalucia’s agriculture minister, Martin Soler, said the campaign was “a basic strategy that was necessary to improve the sales of the province’s quality products”.

He said it was hoped that the publicity would have a “very significant impact” on the more 2m people that he calculated would become aware of the promotion.

Mr Soler added that the campaign, which will be 70 per cent financed by the Andalucian government, marked the first time that the region’s various denomination of origin organisations had come together to market their products under a single theme.

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