Wiki Spanish Food Editorial Team
Spanish game producers have launched a campaign in Europe, "Europe's Wild Game Meat, Pure Nature," their first promotional plan in the region. The three-year initiative has received one million euros in funding from the EU.
The objective is to raise awareness about what sets Spanish game apart in Spain and France with a view to positioning it as a natural product that helps stabilize rural populations and is essential for nature preservation.
Efforts will focus on positioning game as "an aspirational product, a unique meat given its origin and the way it is served: the noblest meat," according to the promoters.
These are the main strategic goals of the campaign, which is aimed specifically at men between the ages of 35 and 60 with medium-high purchasing power, with a view to highlighting game as a meat that is "ideal for the most discerning of palates."
The President of Asiccaza, Florencio Rodríguez, highlights the importance of game in Spain as a "driver of Spain's rural economy," generating more than 54,000 jobs annually and accounting for 0.3% of GDP.