For the past seven years, Val Venosta has carried out different actions to celebrate Greengrocer's Day giving visibility, supporting, and thanking Spanish greengrocers for their work. This year, the company has carried out a unique promotional action to give visibility to local businesses and bring them closer to new generations. To do this, Manzanas Val Venosta has had a greengrocer, a singer, and an influencer exchange roles for a day. The company held this promotional action at Frutas Vázquez, which was founded in 1943 and is one of Madrid's most emblematic and central greengrocers.
Natalia Rodríguez (@nataliaoficial), a singer who has 217,000 followers and is known for her participation in the first edition of the RTVE program, Operación Triunfo, and Felix Vázquez, a representative of the Spanish greengrocers, participated in this campaign prepared by Val Venosta.
The main objectives of the campaign were to thank the Spanish greengrocers for their work and bring them closer to the new generations through the digital tools provided by social networks. The singer and influencer, which is well-known for her healthy and sporty lifestyle, gave her audience advice to boost the fruit sales sector, promoting local sales, which account for 33.3% of the volume of food in Spain, taking advantage of the trend of eating healthier and telecommuting in favor of greengrocers, which has led to an increase in fruit consumption.
In recent years, more than 50% of the fruit shops in the 46 markets of Madrid have closed due to a lack of generational change, viability, and the increase in e-commerce. Currently, Spain has less than half as many greengrocers as it did 30 years ago. According to DataComex, the number of greengrocers in Spain is decreasing exponentially every year. In 2021, there were nearly 38,000 greengrocers in the country, a lower number than the 42,000 greengrocers there were in 2015.
According to the Spanish Federation of Food and Drink Industries, in 2020, sales amounted to approximately 9,710 million euro. This is more than 320 million lower than the turnover achieved by this industry in 2019.
The sector has also been affected by the Spanish consumers' diet. According to the 2021 National Survey of Spanish Dietary Intake (ENIDE), 56% of Spaniards do not eat fruit and vegetables on a daily basis. That percentage is mainly made up of young people and children.
"Val Venosta hopes their promotional actions encourage local greengrocers to provide their clients with information about fruits and vegetables so that they start including these foods in their diets. We also trust that social networks are an optimal tool to achieve this."
For more information:
Val Venosta
www.vip.coop
