Wikispanishfood editorial team
Marino Medina, President of Provacuno, and Fernando Burgaz, Director-General for the Food Industry, representing the Ministry of Agriculture and Fishing, Food and the Environment (MAPAMA), signed a contract for the campaign to promote Spanish beef around the world, with the slogan “What a Wonderful Beef!”.
The campaign is part of efforts to promote Spanish beef in non-EU countries and is part of the plan to promote agri-food products, approved by the European Union under EU Regulation 114/2014 in 2017. The budget is 2.5 million euros.
The contract will be in force for three years, from 2018 to 2021, during which time Spanish beef will be promoted in Saudi Arabia, the United Arab Emirates, Hong Kong and Vietnam, i.e. countries that recently opened up their borders to Spanish beef.
The campaign will be implemented through different promotional activities, including the Interprofessional association's participation in the main food fairs there, together with actions aimed at representatives from large supermarket chains, importers, the HoReCa channel, the media and consumers. Our ambassadors will be responsible for highlighting the quality and qualities of Spanish beef with a view to gaining a commercial foothold in those countries.
Marino Medina highlighted the importance of this campaign, saying that "it should allow us to showcase our meat in markets where there is demand for high-quality beef like Spanish beef." He added, "This promotional activity is expected to strengthen introductory channels for Spanish companies in those countries, highlighting a product that is safe, varied, and which stands out for its quality."
The campaign will begin in March 2018 with a reverse trade mission of journalists from Arab countries, followed by a group from Vietnam, who will have the opportunity to see our farming system and production plants first-hand and learn about the characteristics and exceptional quality of a product as exclusive as Spanish beef, which pleases even the most discerning palates.