The sector is preparing a new promotional campaign that will include all berries
The excellent results of the “Vive la Roja. Fresas de Europa” (Long live the Red. European Strawberries) campaign are allowing a new project to be worked on, which will include the entire extensive range of berries produced in the province of Huelva.
The representative of Interfresa, García-Palacios Álvarez, expects the red tape involved in the association’s name change will have come to an end on a date approaching the international trade fair, Fruit Logistica, thus allowing it to take on the name of `Asociación Interprofesional de los Frutos Rojos’ (Interprofessional Red Berry Association) since “it is a process initiated in 2017, unanimously backed at the Assembly. In this way, all the different red berries may be included in the next promotional campaign.”
For three years (2015-2018), Spain, France and Germany have been the recipients of this campaign, coordinated by the B-Ideas agency, and in which 3.6 million euros were invested, 50% of which was financed by E.U. funds, 30% by MAPAMA and 20% by Interfresa.
All the promotional actions carried out were aimed at end consumers, both in supermarkets and at trade fairs and events. Tastings were carried out, along with different actions with the prescribers; initiatives on the internet and on social networks, appearances in mass media, actions with bloggers and meetings with journalists from the three abovementioned countries.
