This time, we interviewed Toñi Piernas, Communication and Marketing Manager of Cricket/Campo de Lorca, for a double reason: first, for her role as a partner in this dedicated space, and second, for her recent renewal as president of +Brócoli for another three years. Let’s see how this company faces the new challenges ahead.
How many years have you been cultivating broccoli?
We have been cultivating broccoli for over 30 years. Our company has always bet on this vegetable, which has led us to specialize in this cultivation. After so many years and as a result of studying the varieties that best adapt to our soil and climate, we have managed to produce broccoli 365 days a year and reach more than 40 countries. Broccoli is one of our star products. In addition, we have been growing organic broccoli for more than 10 years, a segment in which we grow each year, currently offering it to our customers under the Cricket Bio brand.
Broccoli is considered by more and more people as the food of the 21st century. How do you think its evolution will be in the coming years?
We are convinced that the evolution of broccoli consumption will be very favorable in the coming years. There is increasingly more information about the benefits of consuming this vegetable for our body, and, even more importantly, consumers have greater access to this information from nutritionists, chefs, influencers, and personalities in the scientific world. This will undoubtedly influence the increase in its consumption. Today, we all know that broccoli is one of those essential vegetables in our diet, and we should consume it at least once a week.
How do you approach innovation in the field? New products, new cultivation techniques, new tools…
Innovation and growth go hand in hand. In our case, we are constantly studying new varieties. The innovation department at Cricket works from various angles. In the field, we have implemented techniques that make our crops more efficient, especially in terms of water and environmental impact. In recent years, we have focused our efforts on studying the biodiversity of our farms, respecting the flora and fauna of our production areas, which we consider essential in our commitment to sustainable agriculture. In fact, we have created our own environmental, social, and economic action plan called ‘Green Manners,’ which includes all the actions we are taking to align with the goals of the 2030 Agenda.
Have you noticed a change in the society’s eating trends? What has this meant for your production in recent years?
Currently, consumers have much more information and are more aware of what it means to have a healthy diet and the impact it has on people’s quality of life. The pandemic has boosted this trend, and good nutrition along with exercise is the key to living better. At Cricket, we promote various promotional actions both individually and through the various associations we are part of. We strongly believe in the power of promotion and the impact it can have on consumers. At the company level, we are very attentive to social needs and trends, and currently, regarding broccoli, we have improved our formats to offer consumers various consumption alternatives, such as broccoli florets in different formats and weights. Additionally, we have included more detailed and interesting information for consumers through QR codes, such as recipes, and we have also modified our packaging and labels to include more environmentally friendly compostable materials.
Since when have you been collaborating with Más Brócoli? And what do you appreciate most about this collaboration?
Cricket is one of the founding companies of +Brócoli, which started its journey in 2010. We have been supporting this great initiative since its inception, being part of the Board of Directors and actively participating in the various actions that have been carried out. We believe in this great project and have seen with great pride the great evolution that the Association has had.
+Brócoli has achieved many successes, such as the growth in broccoli consumption. In Spain, in ten years, we have gone from being an almost unknown vegetable, with consumption in 2010 at 200g per capita, to currently reaching figures that approach 2 kg of annual consumption per capita.
Furthermore, campaign after campaign, we have managed to reach national media, TV, press, and we have managed to get many celebrities and influencers to join our slogan “I’m a fan of you.” Personalities like Anne Igartiburu, Hermanos Torres, Martín Berasategui, Julia Otero, Boticaria García, Manel Fuentes have joined our cause.
In the recent celebration of the XIII Assembly of the Association, your position as president of +Brócoli was approved, renewing your candidacy for another three years. How do you face the new challenge of being president?
At Cricket, we are very excited about the project, and I feel particularly grateful for the support received from all our partners. I approach this new stage with enthusiasm and a strong desire to continue promoting broccoli consumption and making it the protagonist in thousands of homes.
We have many projects and challenges ahead to continue growing, and I want to highlight our steps in promoting broccoli in the European Union, which are already a reality with the Association’s participation in two European programs, Cute4You and CuteHealthy. We are experiencing a very beneficial opportunity for +Brócoli and for the partners who are part of it.
And finally, any favorite recipe that none of our fans should miss?
As you can imagine, I declare myself an absolute fan of broccoli. I think I must have tried few recipes, but lately, I have been making broccoli hummus. Since Mireia from the third edition of MasterChef provided us with her recipe, it seems like a perfect, simple, quick, and healthy alternative to solve my dinners.