Broccoli is consolidating in Spain, partly thanks to the strength of the tourist sector. This is the conclusion of the figures published by the non-profit organization +Brócoli, coinciding with the start of the sector's flagship event: Fruit Attraction.
Between March and September, there was a rebound in the production compared to 2015 that was seven points above the average annual growth of 5%; thus, in spring and summer, the increase reached 12 percent compared to the same period of the previous season. These figures are also consistent with the vegetable's increased consumption across Europe, especially in the countries without a long tradition, "where it has been skyrocketing," according to the association itself.
Also during the second half of the season, Spain recorded an increase in the consumption of broccoli, accentuated in summer and linked to tourism, both domestic and foreign, since the main consuming area in recent months has been the Mediterranean coast. "These results provide interesting alternatives to our exporters, as it gives them opportunities in markets that had so far been almost unexplored," stated Javier Bernabéu, secretary of +Brócoli.
Brexit, drought and water shortages
For Bernabéu, this growth has been "very positive," although production prospects for next season point to "some stagnation," especially in plantings from June to September, which concerns the autumn and early winter exports. This, according to the secretary of +Brócoli, is due to the current socio-political situation caused by the Brexit (the UK is the largest customer of Spanish products between September and February), the persistent drought and the water shortages, among other reasons. Still, the association hopes that sales will continue at the same pace, as "there is still a lot of campaign ahead."
Growth linked to communication
+Brócoli's latest campaign has been accompanied by communication actions through social media, with a focus especially on the 'Think about yourself' campaign, organised between April and May, and the 'healthy living kits' (first aid kits containing the cruciferous vegetable and health messages), sent to influential people on social networks and traditional media. The action, combined with the labelling of a million broccolis in 10,000 outlets across Spain, had a media impact of 6.3 million viewers.
Yet, Bernabeu considered it "a drop in the ocean of the promotion possibilities offered by broccoli" and expects the season to start with new campaigns and partnerships with other entities, yet to be confirmed, but which look "very promising", to help bring this healthy vegetable closer to the consumer.
Broccoli at the horticultural event of the year
Fruit Attraction, Spain's flagship event for the horticultural sector, held in Ifema (Madrid) from 5 to 7 October, is serving as a platform to announce these results, to "meet with the partners of +Brócoli present at the fair, and to recruit new members (in 2016, the total figure is already close to 50);" a goal which, as pointed out by Bernabéu, is considered essential "for the future of the association."