“Adding Successes” – We celebrate the 14th Assembly of +Broccoli

The assembly was presided over by the Minister of Water, Agriculture, Livestock, and Fisheries of the Region of Murcia, Antonio Luengo Zapata. During his speech, Luengo emphasized the importance of the work we carry out in society. “We have many challenges ahead; we must continue to advocate for broccoli and promote its consumption. It is crucial to create synergies among all the elements that are part of the supply chain to face these challenges.” He also added, “Más Brócoli is an association that works to highlight the benefits of broccoli, thus helping farmers continue to invest in the cultivation of this vegetable, whose production and export are fundamental for the agri-food sector in the country.”

In 2023, broccoli consumption in Spain has exceeded 2 kg per capita per year, a significant increase from the 200 grams per capita recorded in 2010, a date that coincides with the start of the promotional actions carried out by +Brócoli to encourage its consumption.

Toñi Piernas, our president, stated, “From Más Brócoli, we have been intensively promoting for the 13 years of the association’s existence. We have succeeded in making broccoli a strategic reference in the Spanish supermarket aisles. The Spanish consumer is loyal, and broccoli is becoming very present in the shopping baskets of Spanish households.”

The Region of Murcia, the main broccoli-producing area in Spain, allocates approximately 80% of its production to export. However, despite the challenges posed by the current drought situation, we have continued to work tirelessly to promote broccoli consumption and improve its acceptance both nationally and internationally.

On this occasion, we received the support of Corteva, the official sponsor of the event, and Jungheinrich and Cajamar as premium sponsors. Likewise, numerous companies have also wanted to collaborate with the event: Agrosana, Basf, Bayer, DqAgro, Grupo La Plana, Agrobank, Tozer, Saeco, Takii Seed, Rijk Zwaan, Fmc, Embalpack Levante, and Borden. An important support that contributes to the success of the assembly and supports the promotion and dissemination of broccoli consumption.

During the celebration, we presented projects and actions aimed at boosting broccoli consumption. This highly relevant meeting for the sector also served as a platform to strengthen collaboration among members and promote the dissemination of knowledge and innovations in the field of broccoli. Additionally, various relevant topics for the sector were addressed, such as scientific research on health benefits associated with broccoli consumption, promotion and nutritional education strategies, and the consolidation of strategic alliances to boost the broccoli market both nationally and internationally.