Promotion seeks to raise the visibility of stonefruit grown by national cooperatives amongst Spanish consumers
The Buenas Hasta El Hueso (Good to the stone) digital marketing campaign for stonefruit grown by Spanish cooperatives concluded its third successful year in 2025, according to its organisers.
The campaign is a joint initiative by the Agri-food Cooperatives of Spain and the regional federations of Andalusia, Aragon, Valencian Community, Extremadura, and the Region of Murcia to raise the visibility of homegrown peaches, nectarines, flat peaches, apricots, cherries, and plums amongst Spanish consumers.
Presenting a summary of the 2025 campaign, the organisers said it had “achieved exceptional reach” in the digital sphere, garnering a total of 15mn impressions and views across its profiles on Instagram, Facebook, X, TikTok, and YouTube.
The campaign, which runs from April to October, coinciding with the production season, uses major social media platforms, in addition to its own website, www.buenashastaelhueso.es, where consumers can access detailed information on each variety of fruit, along with recipes, and health tips, or information on agri-food cooperatives, explaining to consumers how this model guarantees the triple bottom line sustainability of farms.
As well as providing nutritional information, the campaign underscores the sector’s commitment to sustainability and rural development, highlighting the fruit’s origin and the rigorous quality standards that define Spanish cooperative production.
In addition to the 15m impressions it generated last year, the promotion garnered almost 2mn direct interactions. “This success has been boosted by collaboration with opinion leaders and influencers throughout Spain, who have helped share more than 750 posts highlighting the quality, flavour, and health benefits of stonefruit from Spanish cooperatives,” the organisers said.
“With these results, Spanish agri-food cooperatives reaffirm their ability to effectively connect with new consumer trends and ensure the continued relevance of stone fruit in the Mediterranean diet.”
In the three years since its launch, this initiative has accumulated approximately 30mn impressions of its audiovisual content, with its community of followers growing year after year. “The campaign continues its steady progress toward promoting responsible and healthy consumption, strengthening both the product’s image and support for the socioeconomic fabric represented by our cooperatives,” its organisers said.
They highlighted that “families and individuals who produce under the Spanish cooperative model, through their farms, combat climate change, improve energy efficiency, establish a circular economy, recycle products, reduce plastic use, improve transport efficiency, create short supply chains, optimise processes, and promote animal welfare and health”.
All of this, they said, translates into economic sustainability, as cooperatives improve the profitability of their members’ farms, create jobs in rural areas to curb depopulation.
