Spain hopes to increase domestic broccoli consumption to the levels seen in the UK.
Spanish broccoli promotional body +Brócoli has elected Simón Conesa as its new president at its third annual general meeting held this week in Totana. He said: “This is a joint project and it relies on us all to see it through. Without an association like this it would be impossible for us to increase broccoli consumption in our country; although there is great potential to do this in Spain, there is still a lot for us to do.”
+Brócoli’s aim is that the 200g of broccoli consumed per capita each year in Spain increases year on year to get close to the levels of other nearby countries such as the UK where consumers eat 4kg per capita annually, said Conesa.
Conesa began growing broccoli in the Campo de Cartagena area in 1985 like many other growers in the Guadalentín valley. Since then, broccoli has become one the most important products in Spain’s fresh produce portfolio making it the leading broccoli exporter globally with sendings of 250,000 tonnes and a value of €200 million annually. In the Murcia region alone, broccoli generates 8,000 jobs in terms of production, handling and marketing.
Conesa said: “We have to help consumers get to know broccoli better, show them how to eat and to communicate the huge amount of benefits it brings.” He added that he would like the sector to work more closely with the restaurant trade and with researchers in order to achieve this.
Other highlights from the agm were the election of Pedro González from Alimer to the board and a review of the national promotional campaign “Piensa en ti +rico, +sano, +fácil” in May, which had been well received by major multiples in Spain and is set to be repeated with the arrival of the new season.
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