As many as 13,000 shoppers in London sampled the taste of Andalusia-grown melons and watermelons this month at the Taste of Spain promotional event, which took place at the city’s Borough Market.
The event, which was staged over 2-3 June, saw London consumers sampling over 300kg of produce from the southern Spanish region, including Galia, Cantaloupe and Honeydew melons, as well as black seedless watermelons and cherry tomatoes.
More than 2,000 recipe cards were also handed out to shoppers during the two day event, which was organised by the Spanish Tourist Board and Hortyfruta – an organisation that represents 18,000 fruit and vegetable growers and 80 per cent of traders in Andalusia.
The sampling activity is part of Hortyfruta’s larger communications campaign to educate British and European consumers about the wide range of fresh fruit and vegetables from Andalusia, which are available in the UK from October to June.
This consumer communications campaign includes a new consumer website, media relations, promotion of traditional Andalusian recipes, advertorials, sampling and events.
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