Andalusia’s fresh fruit and vegetable trade association Hortyfruta has said its work over the 2008-09 season is being recognised in major markets and has boosted fortunes for growers in the region, at a time when many others are suffering.

At Hortyfruta’s end-of-season meeting, delegates heard how the association, which brings together different grower and exporter groups, is succeeding in creating an image for Andalusia in the UK based on responsible, sustainable agriculture using biological controls.

In the UK, Hortyfruta has been promoting its point of difference through a celebrity chef from Andalusia and with supermarket activity in Asda and Waitrose.