Posts

, ,

AVIANZA launches the #MEgustaPoultry poultry meat promotion campaign in the United Arab Emirates

MADRID, November 10, 2021

This last quarter, the United Arab Emirates is having a more Spanish aroma than ever thanks to the campaign #MEgustaPoultry launched by AVIANZA, the Spanish Interprofessional Association of Poultry Meat, in collaboration with ICEX Spain Export and investments, to give visibility and promote poultry meat in the Middle East, one of the priority markets of its internationalization plan.

The objective is to show distributors, the restaurant 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 trust. in the production companies of our country.

Influencers and chefs support Spanish poultry meats

AVIANZA's #MEgustaPoultry campaign, which started in September, consists of various actions to bring poultry meat closer to both the general public and national cooks and chefs. The first of these has been the campaign “Back to school” in which there has been the collaboration of 3 renowned Influencers in the UAE: the gastronomy editor of Harpers Bazaar Arabia and chef Dalia Dogmoch, the blogger Homam Ayaso of The Gastronaut and the chef Suad Shamma, who have prepared several dishes using as a base chicken, turkey and quail and, in which more than 120 thousand people have been reached so far.  

This action is also supported by the best chefs in our country who work there, such as the renowned Asturian chef Mariano Andres, responsible for ten restaurants in Dubai. He will be in charge of carrying out the training for cooks and chefs of the country 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 champion Spanish Week with a tribute to Spanish poultry farming on the menu of one of his restaurants, Seville's, during the third week of November.

Finally, the television chef Vineet Bathia and John Faver, chef de cuisine at the Sur, restaurant at the Westin Dubai Hotel, will be in charge of cooking a four-hands dinner at the Paella Event which will be attended by personalities, media and officials from the Dubai food sector.

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-term agreement

After the signing of the collaboration agreement between the two entities and the subsequent definition of dissemination, training and promotion actions for poultry products, the #MEgustaPoultry campaign represents the beginning of the development of a series of activities that seek to increase the business figures of the poultry sector, which reaches a turnover of 2.3 billion euros per year and has 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 to publicize 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 that of the United Arab Emirates."

By ICEX, Maria Naranjo, director of the Food Industry, has shown her satisfaction with the launch of this promotional campaign that, through market diversification, highlights 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 extensive range of products that are being worked on in the gourmet section under the Poultry from Spain brand”.

,

AgroBusiness: Towards the new scenario that we have to redraw

Tribune of Antonio Sánchez, President of Propollo, for the 20th Anniversary Special of AgroNegocios magazine.

20 years ago, when he was born AgroBusiness, many of us face “new challenges for new times” under the headlines of the passing of a century and a millennium. And although some of us are part of a generation that has lived through several transitions, from politics to economics, we had to address a new transition focused on technology and globalization.

Today, everything we had learned, all the challenges we had been overcoming, have become the essential tools to face a new scenario that we have to redraw together due to this crisis. And I want to do it optimistically, but also critically.

I have the honor of representing the poultry sector, which has been an example of this journey of resilience over the years, and which has always responded with responsibility, talent and innovation.

During the toughest moments of the pandemic, many spotlights were pointed at us, aware of our role as an industry supplier of such an essential product in the citizens' basket.

Agribusiness

Millions of birds reached consumers in March thanks to the efforts of thousands of families throughout Spain, who They deserve special recognition, united by an impressive feeling of solidarity.

Today our sector represents an industry recognized for the quality of its products, for the ability of its facilities to adapt to the demanding national and international health regulations, for a logistics network that allows more than 1,600,000 tons of chicken, turkey and other meat to be placed birds anywhere in the national geography.

Our professionals have supported part of this necessary transformation in training, digitalization and the new, more collaborative work formalities. Today we are also a more diverse industry, committed to the environment and energy efficiency, and which proudly displays its policies on animal welfare.

WE ARE ALONE AGAIN

But we face this crisis with some not so positive aspects, although it is up to us to provide the answers. The first point is the correlation between our consideration as an essential activity and economic engine with the support we receive. European and national public administrations have repeatedly postponed solutions for a sector that represents 23% of meat consumption in this country, with a wealth generation of more than 2.3 billion euros annually, and for which The fall of the Horeca and tourism sector can mean losses of more than 600 million euros. And we are alone again, without any help or support.

The second point is found in our ability to export. The quality seal of Spanish chicken will allow us to open new markets, but we are doing so at one of the worst times, with pressure in the form of low-cost prices from countries protected by agreements that are currently out of context. The cohesion and responsibility of the entire distribution and restaurant chain is more necessary than ever to respond not only to the sector, but also to consumers, with what they expect from us: product and service.

But let's get back to the essence of this article: hope. In times like this we make our commitment available to society. We open new spaces to share experiences around a product that is so social and linked to our emotions.

Eating chicken has been linked to our confinement and also to de-escalation. It will be in our backpacks when we resume walks with our children in the countryside, at dinners during a summer as strange as this one, or at the family celebration that we return to after a long time, with a good chicken on the table.

It is linked to our Mediterranean diet, versatile, genuine and at the same time exquisite to be an icon of our most prestigious chefs. Therefore, in addition to congratulating AgroNegocios for this 20th anniversary, I join in a greater celebration. Confidence in facing a new decade in a new normal.