Wednesday, October 27

Local production and local consumption: the post-pandemic trend in Spain


The pandemic caused by COVID has changed many things and on very different levels. From the way we work to the way we buy. From how we relate to our consumption habits. And everyone, who more, who less, has raised things that they had never stopped to think about before.

A clear example is found in the way we eat. We are witnessing a trend that leads consumers to seek increasingly healthy food alternatives, preferably from brands that are increasingly committed to the social and environmental environment, and who turn to local products promoting the local economy.

One of those products that have seen increased sales in this time have been vegetable drinks. Soy, oatmeal, almond or dried fruit occupy an increasingly important place among the preferences of choice of customers. If we combine this boom in vegetable drinks with conscious consumption, we find cases such as Vivesoy, the only brand of vegetable drinks with all its 100% local cultivation Now, in addition, with its provenance certified by AENOR through the seal Guaranteed Origin.

A trend towards local

Betting on a local economy allows having local products. And this resource not only involves companies, but also consumers who are increasingly taking into account the origin of the food they take home. This reality is supported by studies such as that of Consumer psychology of Kantar (Division Worldpanel), who defends that in our country the health crisis is changing the purchasing habits of 64% of Spanish households, and that 70% consider that brands, manufacturers and distribution have a key role in the economic recovery of the country. Or the study Consumer attitudes, from Mintel, which indicates that 76% of Spaniards declare that they always or almost always buy national products and 75% do so to support national employment as the main reason.

Consumer preferences and brand commitment go hand in hand and more and more people value local production. For this reason, more and more companies, like Pascual, are committed to a transformation supported by local production. Thanks to this, the farmers and ranchers of our country have gained prominence in our selection of products and, therefore, in our diet.

A certificate that guarantees its origin

Of all that we can find in the market, Vivesoy de Pascual is the only brand of 100% locally grown vegetable drinks. Now, it is also certified by the AENOR seal Guaranteed Origin that ensures the Spanish origin of all its raw materials: soybeans, oats, almonds, hazelnuts and walnuts. Something with which, according to Javier Mejía, director of Sectorial Marketing and Product of AENOR, “consumers obtain an additional guarantee of the quality of their products”.

With the relaunch of Vivesoy, the company puts its brand of vegetable drinks as one more example of its commitment to the Spanish agri-food industry and to sustainable and local production.

For Javier Peña, director of Pascual’s Dairy and Vegetable Beverages Business, “this certificate demonstrates Pascual’s concern for the sustainability of its products”, so that the company encourages national supply and production, betting on the development of the rural environment and reducing the environmental impact. This AENOR distinction, as Daniel Sánchez-Patón, Pascual’s Director of Quality and Environment points out, “endorses the guarantee of the local origin of the raw materials used by Pascual”, which implies a commitment on the part of the company to the transparency in consumer information.

Pascual and his farmers, a matter of trust

None of this is by chance. Pascual has been working with local farmers since 2005. As stated by Pablo Redondo, Head of Purchasing Agro de Pascual, “it is a relationship based on trust, professionalism and the long term. More than 95% of the farmers who work with Pascual repeat their crops the following year with us ”.

For Pascual, the farmers with whom he collaborates are the cornerstone of the entire process and therefore, as Pablo Redondo continues, “we work very closely with them, advising them and offering them continuous technical monitoring, which results in more efficient, profitable crops. and of the highest quality. In addition, we managed to promote the local economy and the local product, giving continuity to the work of farmers and companies settled in rural areas ”.

Under this philosophy, Pascual managed to recover in 2005 soybean cultivation in our country, practically extinct, achieving, today, offering farmers a very attractive cultivation alternative that makes their fields profitable ”. “Today, we can proudly say that 100% of the soy produced for human consumption in Spain comes from crops promoted by our company,” says the head of Agro Purchases.

Currently, Pascual works with 136 local soybean farmers (through direct contracts prior to planting), reaching about 1,300 ha. distributed between Castilla y León, Extremadura, Aragon, Navarra and Catalonia.

In turn, the company works with around twenty oat farmers, covering the 500 ha of this winter cereal located in Castilla y León, Navarra, the Basque Country and Aragon.



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