Hortyfruta, the newly formed organisation which represents the co-operatives of 18,000 fruit and vegetable growers in the Andalusia region of southern Spain, has revealed a new logo to help promote Andalusian Fresh Produce in the UK. The launch of the eye-catching ‘Lola’ logo is being supported by investment in a heavy weight communications campaign to educate consumers on the benefits of Andalusian Fresh Produce.
Managing Director of Hortyfruta, María José Pardo Losilla, comments: “The aim of Hortyfruta is to unite Andalusian growers and promote Andalusian Fresh Produce in the competitive export markets. The ‘Lola’ logo features the silhouette of a flamenco dancer in red and yellow and has been created so that consumers recognise the variety of fresh produce that comes from Andalusia region which includes tomatoes, peppers, cucumbers, green beans, courgettes, melons, aubergenes, watermelon, cabbage, lettuce and table grapes.”
Members of Hortyfruta have joined forces to create a guarantee that produce bearing the ‘Lola’ logo is farmed using clean farming methods. The area is already the world’s largest fruit and vegetable producing region which employs biological pest control systems which drastically reduce the need for pesticides.
Plans are in place to roll out usage of the ‘Lola’ logo. Initially a consumer communications programme has been launched to promote to UK consumers the positive associations around Andalusia such as the sunny climate, impressive landscape and vibrant, traditional cuisine made using fresh local produce. This consumer communications campaign includes a new consumer website, media relations, promotion of traditional Andalusian recipes, advertorials, sampling and events.
Andalusian Fresh Produce is available in the UK from October to June.
Tel: 07905 021353