The European promotion and information program "Cute Solar: Cultivating the taste of Europe in solar greenhouses," which informed consumers in Spain, Germany, and Belgium of the advantages of fruit and vegetable production under greenhouses for three years (2020-2022), concluded with a presentation in the European Parliament.
Since its launch in 2020, the program has focused on informing European consumers of greenhouse-based agricultural production methods in order to put an end to the misperceptions surrounding this sector. The campaign was based on a content dissemination strategy that contributed to raising awareness in society about greenhouse agriculture, with an emphasis on key aspects such as the product's quality, safety, and taste, as well as on the sustainability of their production methods. The promotional campaign was complemented with a digital approach that involved the creation of the www.cutesolar.es website, channels in social networks, digital advertising, informative videos, participating in fairs, and a complete plan of public relations actions aimed at influencers and the media.
With these actions, the Cute Solar consortium aimed at giving exposure to a vital sector for the agro-industry of southern Europe and for European food sustenance. The 36,000 hectares of solar greenhouses in the provinces of Almeria and Granada, which account for 0.25% of the entire agricultural area of Spain, produce 4.5 million tons of fruit and vegetables, which is equivalent to the total amount of fruit and vegetable that Germany produces.
"We need the involvement of agencies and administrations to promote and boost consumption of fruits and vegetables produced in Europe, with the greatest possible guarantee, both in terms of food security and sustainability. We must all participate in this task. Producers, media, educators, opinion leaders, and, especially, the government must support and encourage policies that favor the development of sustainable fruit and vegetable production in Europe and a healthy lifestyle," stated Luis Miguel Fernandez, spokesperson for APROA, the Association of Organizations of Fruit and Vegetable Producers of Andalusia, based in Almeria, which promoted the program. Luis Miguel Fernandez is also the manager of Coexphal, an association integrated into FEPEX.
The program had a total investment of €1.95 million and was co-financed by the proposing organizations and the European Union.
Source: fepex.es