During Fruit Attraction, the leading breeder of celery varieties brought together key players from Spain’s celery industry to establish a dedicated working group. With the aim of exploring strategies to boost celery consumption in the domestic market, the initiative seeks to unite the sector and highlight the value of this vegetable.
“At Tozer, we are determined to promote celery consumption in Spain. We believe it is a vegetable with huge potential that remains largely unknown to many consumers. However, we must be realistic: to make a real impact, we need to work together,” said Manuel Hernández, Sales Manager for Spain and Portugal at Tozer.
Following initiatives such as tasting events organised in collaboration with the 5 al día association and the Apio Lovers digital campaign, Tozer now aims to further support the sector by promoting larger-scale joint projects.
“Seed companies no longer simply advise growers in the field – our role must go beyond that, adding value across the entire supply chain to help grow the market,” Hernández added.
After his presentation, agri-food marketing experts Raquel Herce (MINT) and Lluis Pérez (Say Food) spoke about the practical advantages of uniting the sector. These included conducting joint lobbying efforts with institutions and launching promotional campaigns supported by European funding. “In Spain, we have a clear example of success with the +Brócoli association.
Since its creation in 2010, the sector has achieved remarkable growth in domestic broccoli consumption,” said Raquel Herce. “We hope celery can follow in broccoli’s footsteps, and that together we can popularise its consumption by uniting the sector,” Hernández concluded.
