Spain’s ministry of agriculture has announced the launch of a new promotional campaign that is aimed at reassuring Spanish consumers over the “quality and food safety” of the country’s vegetables, following the German E.coli outbreak.
Under the slogan, ‘There are thousands of ways of supporting our vegetables – choose yours’, the Spanish authorities are aiming to restore the confidence of shoppers in Spanish vegetables after Andalusia-grown cucumbers were initially, wrongly, named as the source of the contamination.
At a press conference to announce the plans, Spanish agriculture minister Rosa Aguilar said the aims of the campaign were that “citizens had the security and certainty that Spanish products are the best, the most safe and healthy, with an excellent quality”.
Aguilar said one of the principal objectives of the project was to “restore consumers’ confidence in the excellence, quality and safety of Spanish horticultural products”.
The campaign will be staged in conjunction with ‘Publicidad, Sí’, a cross-sector public relations and marketing initiative that has been formed by a number of associations to support Spanish civil society.
