Five of Spain's most senior politicians made a special trip to the UK today (Monday) to hold a marketing strategy meeting with Tesco and its leading supplier of Spanish produce.

Spanish minister of agriculture Miguel Arias Cañete and Spanish ambassador to the UK Santiago De Mora Figeroa y Williams were two of the top officials that met key players from Tesco's produce, grocery and wine departments on Monday in a bid to develop joint marketing plans.

The presence of Cañete - one of Europe's most experienced and highest ranking politicians - was seen as 'a major coup' by Tesco, which this year launched the UK retail industry's first generic marketing campaign for Spanish produce.

This promotional campaign was co-funded by Tesco and the Spanish government and aimed to raise the awareness of Spanish fruit and boost sales. It proved a roaring success, said the retailer.

Both parties are keen to strengthen ties and agree on similar strategies for the future, which could incorporate Spanish wine and groceries, as well as fresh produce.

Tesco's category director for fresh produce Steve Murrells said: 'The key aim of this meeting is to review our success in promoting Spanish products to date and discuss ways to move this forward into 2003 and beyond. We have teamed up with our Spanish colleagues to bring some of the best tasting produce in the world to our customers.' In 2002 Tesco launched a three-pronged campaign, which firstly focused on promoting Spanish plums, nectarines and peaches - heavily backed by Tesco's leading Spanish produce supplier, A Gomez. Marketing activity included in-pack recipe leaflets, in-store recipe leaflets and 20p off coupons on punnets on all Spanish stone fruit.

Four-page information leaflets brandishing Tesco's 5-a-day message in conjunction with Cancer Research UK, as well as recipes, interesting facts and regional information on Spanish stone fruit, were also distributed in stores.

The second part of Tesco's campaign promoted Spanish crimson seedless grapes and in-store tastings were highlighted with the release of crimson helium balloons. Other initiatives included recipe cards and leaflets highlighting the 5-a-day message in respect to crimson grapes.

And the third strand of Spanish activity promoted Spanish tomatoes to children under the umbrella of Tesco's corporate kid's re-branding exercise.

Tesco's business development manager for produce Hamish Renton said: 'These campaigns all proved successful in raising customers' awareness of Spanish fruit. We hope we can carry on the good work with an even bigger and better marketing plan next year.' Tesco's category director for grocery, Andy Batchelor and wine buyer Alex Anson met the Spanish visitors on Monday, to discuss whether incorporating Spanish wine, grocery and fresh produce into one giant corporate marketing campaign is a viable option.

Batchelor said: 'We want to build on the success our produce colleagues have had by extending the promotional activity into other key Spanish products - olive oil and fine Spanish wine.' Monday's visit commenced with minister Cañete unveiling an inauguration plaque at A Gomez - Tesco's biggest and key tomato supplier and the largest importer of Spanish tomatoes, Spanish stonefruit and Spanish red seedless grapes in the UK.

The minister recognised Gomez's contribution to supplying the UK with Spanish produce over the last 50 years, its role in bringing Tesco and the Spanish government together and its help in securing funding for the supermarket's generic campaign.

The five VIPs were given a tour of the distribution centre and shown how Spanish fruit is received, handled and packed.

Managing director of A Gomez Jim Parmenter said: 'We are honoured that the minister has decided to recognise A.Gomez for its pioneering work in marketing Spanish produce in the UK through this visit and the inauguration of our facilities.' After the inauguration ceremony, the Spanish officials visited the Tesco Extra store in Broadstairs, met staff and then sat down with senior Tesco representatives to discuss this year's activity and plans for the future.

As well as the minister for agriculture and ambassador to the UK, the Spanish delegation included Catalina de Miguel - director general of the Spanish ministry of agriculture, Begona Nieto, Spanish director general for food and Juan Manuel Valesco Leon, agricultural adviser to the Spanish government for the UK.

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