Canoeist Saúl Craviotto, skater Javier Fernández and karate fighter Sandra Sánchez will promote the consumption of Spanish lemons in the European Union, the US and Canada within the framework of the pioneering campaign Welcome to the Lemon Age, promoted by the Interprofessional Association of Lemon and Grapefruit (Ailimpo).
The campaign, co-funded by the European Union, has a budget of 6.5 million Euro and will last for three years.
In the presentation last Friday, October 9, at the headquarters of the Ministry of Agriculture, Fisheries and Food in Madrid, the Secretary General of Agriculture, Fernando Miranda, expressed satisfaction with the initiative, which aims to turn this citrus fruit, which has Spain as a leading exporter, into a valuable food.
The promotion will especially be targeted to the population aged 25 to 45 and will involve actions in the media and other activities. There will also be Lemonencers (lemon + influencer) to talk about the product's quality and sustainability.
Miranda said that the promotion is one of the tools of the Common Agricultural Policy (CAP) to seek new markets and increase the product's value, so that growers can make a better livelihood, and that it will continue in the next financial framework. He stressed that the lemon sector is one of the most active in "seeking solutions" and being present in the markets, which has meant that prices have been good in recent years.
Spain has 40,000 hectares and 9 million lemon trees, which generate 20,000 jobs and a turnover of 700 million Euro per year. The fruit is grown in Murcia and Andalusia.
Source: Efe / lavanguardia.com