MADRID, 10 November 2021
The United Arab Emirates is having a more Spanish flavour than ever this last quarter thanks to the #MEgustaPoultry campaign launched by AVIANZA, the Spanish Interprofessional Association of Poultry Meat, in collaboration with ICEX Spain Export and Investment, to give visibility and promote poultry meat in the Middle East, one of the priority markets of its internationalisation plan.
The aim is to show distributors, the catering sector and consumers some of the values associated with the Spanish poultry industry, as an international benchmark for its capacity for innovation, transformation and adaptation to new challenges in terms of healthy eating and nutrition. After months of preparation, this campaign begins in Dubai combining digital actions on social networks, promotion in local media and actions on the ground, where the aim is to highlight the quality of Spanish poultry meat, the nutritional properties of this type of product and the confidence in our country's production companies.
Influencers and chefs support Spanish poultry meats
AVIANZA's #MEgustaPoultry campaign, which started in September, consists of various actions to bring poultry meat to the general public as well as to national chefs and cooks. The first of these has been the "Back to School " campaign in which 3 renowned influencers in the UAE have collaborated: the food editor of Harpers Bazaar Arabia and chef Dalia Dogmoch, the blogger Homam Ayaso of The Gastronaut and the chef Suad Shamma, who have prepared various dishes using chicken, turkey and quail as a base and, to date, have reached more than 120,000 people.
This action is also supported by the best chefs in our country who work there, such as the renowned Asturian chef Mariano Andrés, responsible for ten restaurants in Dubai. He will be in charge of training the country's cooks and chefs in the three sessions that will be held during the months of October and November at SCAFA, The School of Culinary And Finishing Arts in Dubai. Andrés will also be leading the Spanish Week with a tribute to Spanish poultry on the menu of one of his restaurants, Seville's, during the third week of November.
Finally, TV chef Vineet Bathia and Jhon Faver, chef de cuisine at The South, restaurant of The Westin Dubai Hotel, will be in charge of cooking a four-handed dinner at the Paella Event, which will be attended by celebrities, media and decision makers from the food industry in Dubai.
The #MEgustaPoultry campaign has, in addition to the support of ICEX, the backing of the Foods & Wines From Spain brand and the use of the Poultry From Spain quality seal.
AVIANZA and ICEX, a long-standing agreement
Following the signing of the collaboration agreement between the two entities and the subsequent definition of actions for the dissemination, training and promotion of poultry products, the #MEgustaPoultry campaign marks the beginning of the development of a series of activities aimed at increasing the turnover of the poultry sector, which has a turnover of 2,300 million euros per year and more than 40,000 direct and indirect jobs.
For Jordi Montfort, secretary general of the Spanish Interprofessional Association of Poultry Meat, "this campaign is the first step towards publicising the wealth of the Spanish poultry meat sector, and the possibility of consolidating the necessary process of international expansion of our producers, in a market as attractive as the United Arab Emirates".
On behalf of ICEX, María Naranjo, Director of the Food Industry, expressed her satisfaction at the launch of this promotional campaign which, by diversifying markets, highlights the value of the Spanish poultry sector with products of excellence. "The Middle East is a strategic region and the United Arab Emirates is the best destination to serve as a visibility platform for the wide range of products that are being worked on in the gourmet sector under the Poultry from Spain brand".
