Hortyfruta Proexport

(l-r) Hortyfruta's Maria Jose Pardo with Proexport's Juan Marin and Fernando Gomez at the Spanish launch of the campaign in early September

A major promotional campaign designed by leading Spanish association Hortyfruta and export consortium Proexport to regain consumer confidence in Spanish fruits and vegetables has received official backing from the European Union.

The campaign, 'We Care, You Enjoy', will compose a number of initiatives that are scheduled to run over the next three years in three of Spain's largest export markets - Germany, Austria and the UK.

In a statement, Proexport president Juan Marin said the approval of the plan demonstrated the 'backing' of the EU for Andalusian and Murcian fresh produce companies, which he said had decided to join forces to invest in promotions to increase fruit and vegetable consumption following the E.coli crisis.

'We believe the best response is tofocus on actions that build confidence in our fruits and vegetables among European consumers,' he said.

'The 'We Care, You Enjoy' slogan puts the focus on the care we take in our horticultural production to ensure consumers enjoy the best taste and quality.'

The campaign will have a budget of almost E3m, 20 per cent of which will be provided by Hortyfruta and Proexport, with the remainder being funded by the Spanish government (30 per cent) and the EU (50 per cent).

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