Proexport and the Murcian tourism board have launched a pilot programme to jointly promote their industries to German consumers. From now until the 18 January, Murcian-grown lettuce, cauliflower, celery or tomatoes on sale in select German supermarkets will carry labels bearing the message “9oC maximum in Frankfurt or Düsseldorf versus 20oC in Murcia”.
The promotion covers more than one million packs on sale in supermarkets in Berlin, Frankfurt, Düsseldorf, Cologne, Munich and Hamburg. The packs also feature a QR code inviting consumers to take part in a competition to win a holiday in Murcia. Proexport said the programme aims to reach 5m to 6m consumers.
“Every day our products reach the kitchens of millions of European consumers, so we believe there is an opportunity for collaboration to raise the profile of the region of Murcia in other countries,” said Proexport president Juan Marín Bravo.
Murcia’s fresh produce exports for the nine months to September 2014 rose by 9 per cent and 4 per cent compared to the year-earlier period, reaching 1.925m tonnes and €1.665m respectively.
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