'Catalunya, where food is culture', the country's new agri-food brand

Last December 11 he presented himself the new brand to strengthen the positioning of Catalan food production and gastronomy and provide them with communicative homogeneity both inside the country and abroad. Promoted by the Department of Agriculture, Livestock, Fisheries and Food, together with Prodeca, Catalan Food Promoter, 'Catalonia, where food is culture' aims value the food produced in Catalonia in order to guarantee a complete, competitive food system, territorially rooted and based on its diversity, and, at the same time, to consolidate Catalonia as a reference country for the prestige of its food system.

The creation of the agri-food brand is one of the actions planned within the ten transformative projects of the agri-food sector included in the Economic reactivation and social protection plan in the scope of the commission for the preparation of the plan for economic reactivation and social protection as a result of the COVID-19 crisis (CORECO).

The creation of the brand is also part of the different actions defined within the Catalan Food Council that is promoting the DARP within the framework of Catalonia's strategic food plan (PEAC). The PEAC must define what the Catalan agri-food system should look like in the coming years based on four axes: sustainable, transformative and based on the circular bioeconomy; own and rooted in the territory; fair, equitable and cohesive, and healthy and trustworthy.

"It is an unprecedented advance", said Councilor Teresa Jordà during the presentation ceremony in Born. "Never before has the Catalan agri-food sector had a country brand like the one that, for example, the tourism sector has, with Turisme de Catalunya. We have never joined efforts in this way between farming, industry and gastronomy. Today is an important day for the sector", he concluded.

"The campaign is born from the demand of the sector and with a vocation for the future to project the quality of the first Catalan economic sector", added Ramon Sentmartí, director of Prodeca. 

"Good for you, good for everyone", the campaign to promote local consumption

A dozen Catalan musicians have joined their voices in the new campaign to promote local products. With music and lyrics by the composer Mateu Peramiquel, the spot wants to do become aware that choosing a local product has consequences that go beyond the personal sphere and that its consumption brings benefits to the environment and has a direct impact on the Catalan primary sector.

Music is the guiding thread of the ad that has just been released, just before the Christmas holidays, when the consumption of food products traditionally picks up. The campaign, moreover, comes at a time when there is a clear growth trend in local product consumption, following the passage of the pandemic through the territory.

What is sought is consolidate the habit of buying local products that began to grow during the months of confinement. Since then, and according to a study commissioned by the Department of Agriculture, 20% of Catalans have increased their interest in local products and local shops. We want to take advantage of this trend to consolidate this habit of buying locally and thus strengthen the Catalan agri-food sector.