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By Rafael I. Losilla
Spain is the first producer
of broccoli of Europe with volumes
of more than 360,000
tons but a low quantity like
customer. Each Spanish consumer
consumes an average of
200 grams per year, according
to a study made by
the Sakata seeds
company opposite
to 4.5
kilos that the
English
people consume.
The small
market in Spain
has caused that a
group of companies interested
in this product had launched
the +Brócoli Association. This
association that was established
one year ago has an objective:
to increase the consumption
of this product
among in Spanish market.
“Broccoli in Spain is an
unknown product for the consumer
and for the market”,
Juan Mula, manager of the Association
+Brócoli, affirms.
However, the product is increasing
in Spain, because
“without no advertising of promotions
to the market and to
the consumer the sales in
Spain have been increased in
2010 respecting to the year
2009”, Juan Marín Bravo, manager
of the association Proexport
from Murcia.
+ Brócoli
The association has designed
a plan of action for the
Spanish consumer in the places
of sale thanks to the promotions
and gifts to approach
the Spanish consumers to the
product with the objective of
The Spanish broccoli is looking
for the domestic market
The Spanish dealers of broccoli have designed a machinery called +Brócoli,
to increase the consumption of this product in Spain that has reached 200
grams per person. The objective is to double this amount in one year.
reaching one million citizens
to consume this product.
The aim of the group is to
be able to double the levels of
consumption of broccoli in
one year, although the new
manager of Alimer, Julian Díaz
expects one kilo per person.
“The money that we are going
to invest in promotion is going
to become in figures of
demand”, Díaz affirms.
F&H Frutas y Hortalizas 11