Spanish fresh produce association Hortyfruta, which promotes fruit and vegetables from the southern region of Andalusia, has launched its first promotional campaign following a legal ruling forcing the withdrawal of its ‘Lola’ brand name.
The campaign, which is being launched to coincide with the region’s 2010/11 season, features a reworked logo that drops all mention of Lola, alongside the slogan ‘For a product with name and identity – Andalusian Fruits and Vegetables’.
Hortyfruta said it would focus on working with the principal retailers and wholesale markets in Germany, France, the UK and Spain, to show consumers the “differentiating qualities” of Andalusian fresh produce and its advantages over its competitors.
The organisation said that it was hoped the campaign would help both retailers and consumers associate the positive perception of Andalusia and Spain with the fruits and vegetables produced in the region.
During the season and as part of the campaign, Hortyfruta said it also planned to carry out research that would aim to identify commercial opportunities in the supply chain and means by which its member growers could improve their services in the three main export markets.
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