Our XVIII Labeling Campaign has started this Tuesday, November 21st, in a symbolic broccoli-cutting event that has already become a tradition to mark the beginning of this special annual campaign. The Minister of Water, Agriculture, Livestock and Fisheries, Sara Rubira, and the president of the +Broccoli association, Antonia Piernas, participated in the event, which had Olympic swimmer Gemma Mengual as the honorary godmother.
Our campaign, which carries the slogan ‘Join the Broccoli and Sports Team’ this year, involves the labeling of 1,000,000 broccoli heads and aims to highlight the importance of combining a balanced diet and sports for robust health. The event took place at the Grupo Lucas estate, one of our associates.
On her part, Minister Sara Rubira emphasized that initiatives like this “are essential to continue advancing and getting society to look at this vegetable. From the Region of Murcia, we already export to countries such as Germany or the United Kingdom.” Specifically, the minister detailed, 7 out of 10 kilos of broccoli sold outside of Spain last year came from fields and crops in the Murcia region.
From November 20th to December 3rd, +Broccoli’s associated producers will distribute one million labeled broccoli heads with a special message. The new label, with its striking shape and color and a big ‘I’M A FAN OF YOU,’ features a QR code that links to the website www.soyfandeti.com.
In addition, Toñi Piernas, our president, pointed out that “in the thirteen years that the Association has been around, we have managed to position broccoli as a must-have in the shopping basket of thousands of Spaniards. Communication is the key piece to reach consumers who already recognize our annual campaign and join it.”
The campaign’s godmother, Olympic medalist and swimmer Gemma Mengual, highlighted the nutritional values of broccoli and the importance of following a balanced diet and an active lifestyle, combining sports with the consumption of fruits and vegetables like broccoli.
On this occasion, we have received the support of sponsors who wanted to collaborate and support the association in this campaign presentation event: Bayer, Lambert Europe, Maguey Green, and Takii Seed.
In this virtual space, users will discover all the actions we have planned for this campaign, including challenges, recipes, giveaways, talks, and more surprises. Additionally, a new special filter has been launched on Instagram for this campaign.
The goal of this action is to turn Spaniards into genuine broccoli fans, highlighting its essential role in a healthy diet.