Más Brócoli, the association for the promotion of broccoli consumption, held its XIV Assembly on Friday, May 19. The event was attended by partners and customers and involved the participation of experts, institutional personalities, and personalities from the Region of Murcia's agri-food sector.
The assembly was chaired by the Minister of Water, Agriculture, Livestock, and Fisheries of the Region of Murcia, Antonio Luengo Zapata, who said that "We have many challenges ahead. We must continue betting on broccoli and encourage its consumption. We must also create synergies across all elements of the supply chain to address these challenges.” “Más Brócoli is an association that works to enhance the benefits of broccoli, and in this way helps farmers to continue betting on the cultivation of this vegetable, whose production and export is fundamental for the country's agri-food sector,” he added.
In 2023, the consumption of broccoli in Spain has exceeded 2 kg per capita per year, a considerable increase compared to the 200 grams per capita that were registered in 2010, a date that coincides with the beginning of Más Broccoli's actions to promote its consumption.
“Más Broccoli does intense promotional work. Thanks to our work, in 13 years broccoli has become a strategic reference in the Spanish supermarket chains. Spanish consumers have become loyal customers and broccoli is starting to be very present in the Spanish households' shopping basket,” stated Toñi Legnas, President of Más Brócoli.
The Region of Murcia, the main broccoli-producing area in Spain, allocates approximately 80% of its production to export. However, despite the challenges that the current drought has posed to the campaign, the Association has continued to work to promote the consumption of broccoli.
The projects and actions aimed at promoting the consumption of broccoli were presented at the Assembly held on Friday. This meeting also served as a platform to strengthen collaboration among members and encourage the dissemination of knowledge and innovations in the field of broccoli. Various topics that are relevant to the sector were also addressed, such as scientific research on the health benefits associated with the consumption of broccoli, promotion strategies, nutritional education, and the consolidation of strategic alliances to boost the broccoli market both at the national and international levels.
For more information: masbrocoli.com