A number of Spain’s leading grocery retailers are taking part in the first national campaign to promote broccoli consumption in the country, in a bid to increase awareness and sales of the product.
Despite being one of Europe’s largest broccoli producers and exporters, consumption of the vegetable in Spain is among the lowest on the continent, a fact which has promoted several major growers to launch the ‘Consume +Brócoli’ (Eat more Broccoli) campaign.
Carrefour, Eroski, Ahorramás, Aldi, Caprabo, Consum, Día, Dinosol, Supermercados MAS and El árbol will all be featuring specially branded packs of broccoli, which will invite shoppers to take part in an online competition offering a range of prizes, including E1,000 and hotel stays.
In a statement, the president of the More Broccoli association, Juan Mula, said: “We are a factory of health for the rest of Europe, but Spanish consumers still know little about the benefits to health that consuming broccoli can bring and the thousands of great tasting ways of preparing it.”
