More Spanish regions sign up to stonefruit marketing campaign

The ‘Buenas hasta el hueso’ (Good to the stone) stonefruit marketing campaign is back in 2024 and bigger than ever. The initiative, launched by the Agro-Food Cooperatives of Spain and regional federations of Aragón, Catalonia, the Valencian Community and Murcia region last year, now counts on the backing of Andalusia and Extremadura as well.

The campaign began in April and runs through till September and covers peaches, nectarines, apricots, plums and cherries. The focus of the promotion will be to highlight the many health benefits of Spanish stonefruit, along with its flavour and fun.

It features a range of digital actions on social networks like Instagram, Facebook, X, TikTok and YouTube, as well as a website (www.buenashastaelhueso.es), where consumers can find more detailed information about each of the fruits, such as their characteristics and nutritional content, along with recipes and information on the role played by farmers and cooperatives

Spain produces almost 1.7m tonnes of stonefruit each year, almost half of which goes for export.

According to the organisers, last year’s campaign garnered a total of 7.5m video views, reaching more than 9m accounts. This year it goes a step further, featuring new content and more prize raffles. “We offer a local, healthy and safe product, produced in a sustainable way, and that supports the economy of the rural world,” they said.

“[Presenting the 2024 campaign at this year’s Fruit Logistica] It has been a great opportunity to move this action beyond our borders, and in a fair as important as this one, giving greater visibility to a campaign of which we are very proud, and even more so after the success of its first edition.”