The +Brócoli association held its 17th General Assembly in Totana (Murcia), one of the main production hubs for this vegetable in the Region of Murcia, bringing together partner companies, industry professionals and association members to analyse the progress achieved and define future strategic lines.
International programme
Just one year into the European project has been enough to position broccoli, artichokes and strawberries among trending products in Spain, France and Germany. The initiative ‘A Healthier Europe’ is contributing to the consumption of locally grown fresh fruit and vegetables through an intense programme of activities ranging from trams to schools, and from social media to trade fairs.
The initiative has been deployed across numerous platforms and in all three markets. In the digital sphere, it has generated more than 3.5 million impressions thanks to multilingual content and collaboration with more than 50 influencers. Another of the strengths of ‘A Healthier Europe’ during its first year has been the wrapping of trucks and a tram in Berlin, generating more than 16 million impressions, while cinema advertising achieved almost 2.6 million. A further 24 million impressions came from point-of-sale activations, and 115 million from mass media such as television, radio and digital advertising. Public relations events and content, including educational activities in schools in Madrid, contributed more than 200 million impressions.
Looking ahead to the second year, ‘A Healthier Europe’ will intensify its presence at points of sale and professional trade fairs, while strengthening its digital presence and educational initiatives in schools, in addition to continuing campaigns on radio, television, cinema and public transport. All with the aim of further consolidating a movement that is already unstoppable.
Scientific foundation and education
Among its main milestones, the association has reinforced the role of its Scientific Committee, which continues to provide rigour and technical support to the actions carried out. This body plays a key role in endorsing scientific communication on the benefits of broccoli and in disseminating evidence-based information.
In the educational sphere, the programme ‘Eating broccoli, growing healthy’ continues to expand and has already reached more than 5,000 children across Spain through visits and educational activities. The initiative promotes healthy eating habits from an early age and helps consolidate broccoli’s presence in children’s diets.
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In this regard, the Region of Murcia remains a national benchmark by regularly including broccoli in school menus, a significant step forward in normalising vegetable consumption among younger generations.
“We are seeing the results of years of consistent work. More and more children are incorporating broccoli into their daily diets, and that represents a direct investment in future health,” said the association’s president, Antonia Piernas.
At national level
The association has strengthened its campaigns aimed at different population groups, with the objective of continuing to boost broccoli consumption in Spanish households and consolidating its presence in everyday diets.
“We continue working to ensure broccoli becomes increasingly present in Spanish family diets, focusing on awareness, education and the promotion of healthy lifestyles,” Piernas highlighted.
The Assembly also hosted a new edition of the “+Brócoli Professional Forum”, now established as a meeting point to address sector challenges, share knowledge and strengthen collaboration among companies.
The Assembly was made possible thanks to the support of sponsoring companies, whose commitment to the sector contributes to the development of initiatives such as this one. Specifically, the sponsors were: Agrobank, Agrosana, BASF, Bayer, Cajamar, Corteva, FMC, Fitolorca (Yara), Jungheinrich, Laboratorio Kudam, Laplana, Rijk Zwaan, S.A.E. de Cartón Ondulado (Saeco), Serplasa and Takii.
