This fall, four well-known German digital creators traveled to southern Europe to learn firsthand about the sustainable production system that characterizes solar greenhouses in growing regions such as Almería and Granada. The visit took place at a time of year when climatic conditions make it impossible to grow fruit and vegetables in many countries. This is when the growing regions in southern Europe, with their characteristic sunshine and excellent temperatures, supply German consumers with fresh vegetables.
The initiative is part of the campaign "Es de Invernadero. Frutas y Hortalizas Sostenibles de Europa" (From the greenhouse. Sustainable fruit and vegetables from Europe). It was launched by HORTIESPAÑA, the Spanish fruit and vegetable industry association, and is co-financed by the European Union as part of the "Enjoy, It's from Europe" program.
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Julia Klein(@juleklein), Anna Lena Wüstefeld(@darumpflanzlich), Cansu Cakir(@su_ice_), and Josef Marian Ertl(@joeskochwelt) spent three days visiting solar greenhouses, trading companies, the technology research center of the Almería Fruit and Vegetable Producers Association COEXPHAL (CIT COEX), and an agricultural and food laboratory (LABCOLOR). They learned how the fruit and vegetables that reach millions of households in Europe are grown and processed. They also gained an insight into how the food safety of fresh produce is guaranteed.
In addition to the technical tours, the influencers enjoyed Mediterranean cuisine based on fruit and vegetables from solar greenhouses, underscoring the message that behind every product there is innovation, commitment, and respect for nature. In total, the four influencers have more than three million followers on Instagram and TikTok, further amplifying the campaign's reach among people interested in healthy eating and sustainability.
Impressions of the sustainable production model
The German content creators highlighted the sector's commitment to innovation and sustainability in greenhouses, as well as its dedication to efficient and responsible production. During their visit, they showed interest in learning more about the origin of the products sold in their country's supermarkets and praised the water conservation and recovery practices. "I am impressed by the size of the greenhouses and the technology used at every stage," said Julia Klein, emphasizing the importance of incorporating fruit and vegetables into a balanced diet.
This campaign complements other initiatives in Germany, such as advertising at points of sale in over 300 Edeka stores, where consumers could learn about sustainable production in solar greenhouses directly via digital displays. These activities will continue in the coming months, along with social media campaigns via the @AusdemGewächshaus profile, which shares dynamic content on sustainability, biological pest control, and healthy recipes.
Results of "Es de Invernadero" in Germany
A few months before the end of the European program, "Es de Invernadero" had a significant impact in Germany, with more than 13 million media impressions. Influencer posts have generated nearly 6.7 million impressions, while social media campaigns have recorded more than 7.5 million impressions. Added to this is the presence at points of sale, where 5.7 million consumers were directly informed. These results consolidate the success of "Es de Invernadero" as the second most important target within the European plan after Spain. Germany thus consolidates its position as the main buyer of products from the solar greenhouses of southern Europe and underlines the sector's commitment to sustainability, quality, and food safety.
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"Es de invernadero" campaign
Es de invernadero. "Sustainable Fruits and Vegetables from Europe" is an initiative co-financed by the European Union as part of the "Enjoy, It's from Europe" program promoting the agri-food sector, which supports sustainable agricultural production in solar greenhouses in southern Europe. It aims to raise consumer awareness of the benefits of this efficient and responsible model, which guarantees fresh, healthy, and affordable fruit and vegetables all year round.
The campaign is supported by HORTIESPAÑA, the Spanish trade association for fruit and vegetables, which is committed to promoting the recognition of the greenhouse fruit and vegetable sector on a national and international level and strengthening its commitment to sustainability, innovation, and food safety.
For more information:
www.ausdemgewachshaus.de
