The first ever Broccoli Week kicked off in Spain on Monday with 20 retailers and around 10,000 stores throughout the country taking part in the initiative.
The aim of the campaign, which runs until 8 May, is to give consumers fresh ideas on how to cook and enjoy broccoli, while also highlighting the product’s numerous health benefits.
During the promotion, 1m pieces of broccoli will go on sale at major Spanish supermarkets bearing specially designed labels bearing recipes and nutritional advice.
The campaign will also feature extensive online activities. Consumers will be able to visit the “Think of yourself” website, as well as take part in a competition that encourages users to share their favourite way of consuming broccoli by posting a message, photo or video on Facebook, Twitter or Instagram.
The campaign is being organised by +Broccoli, a non-profit organisation made up of producers, distributors, restaurants, distributors and nutritionists that aims to boost consumption of this super vegetable.