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The CAECV, nominated for its promotion and consumption campaigns
The Ecological Agricultural Committee of the Valencian Community (CAECV) has been nominated for the Eco & Organic Retail Awards in the category of Best Marketing Campaign for the promotion of ecological produce
The category of Best Marketing Campaign for the promotion of ecological produce at these awards is aimed at acknowledging and rewarding the importance of both the companies devoted to the retail sector and to the organisations that encourage the consumption of ecological produce in Spain and Portugal.
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The jury for the awards is made up of experts from the ecological sector on a retail scale and from sectorial organisations and the winners will be selected from amongst those nominated by popular vote.
‘Ecologízate’ (Ecologise yourself) and ‘Ecologízame’ (Ecologise me): nominated promotion campaigns los ganadores se seleccionarán de entre los nominados elegidos por votación popular.
In June, 2020, the CAECV started up the campaign ‘Ecologízate: es bueno y está mejor’ (Ecologise yourself: its good and it is better), aimed at putting value on the work of the certified operators and aiding the growth of the sector, emphasising aspects such as the sustainability, quality, health, consumption and marketing of ecological produce.
With the start-up of the initiative, the CAECV sought to stimulate the demand for ecological produce by the consumers.
In March 2022, the CAECV started up the second campaign presented to the Eco & Organic Retail Awards. This is ‘Ecologízame: es bueno, y está mejor’ (Ecologise yourself: its good and it is better).
This time, the dishes and recipes talked to the consumers and asked them to become ecological, extending the current consumption niche, spreading it throughout the population and standardising the consumption of ecological produce.
In short, they are two promotion campaigns that have attempted to extend the current consumption niche of ecological produce, spreading it to the entire population.
The two campaigns nominated to the awards are in line with the actions and centre points of the 2nd Valencian Plan of Agro-ecological Transition (2021-2025) started up by the Regional Department of Agriculture, Rural Development, Climate Emergency and Ecological Transition.
It must be recalled that this second plan contemplates, amongst its five points of action, events aimed at the starting up of advertising campaigns, clear and concise about the consumption of ecological produce.
Ecologízate y Ecologízame: campañas de promoción nominadas
En junio de 2020, el CAECV puso en marcha la campaña ‘Ecologízate: es bueno y está mejor’, cuyo objetivo fue el de poner en valor el trabajo de los operadores certificados y buscar el crecimiento del sector, destacando aspectos como la sostenibilidad, la calidad, la salud, el consumo y la comercialización de productos ecológicos.
Con la puesta en marcha de la iniciativa, el CAECV buscó estimular la demanda de productos ecológicos de la mano de las personas consumidoras.
En marzo de 2022, el CAECV puso en marcha la segunda campaña presentada a los premios Eco & Organic Retail Awards. Se trata de ‘Ecologízame: es bueno, y está mejor’.
En esta ocasión, fueron los platos y las recetas los que hablaban a los consumidores y les pedían que los hicieran ecológicos, ampliando el nicho de consumo actual, extendiéndolo a toda la población y normalizando el consumo de productos ecológicos.
En definitiva, se trata de dos campañas de promoción que han pretendido ampliar el nicho de consumo actual de productos ecológicos y extenderlos a toda la población.
Las dos campañas nominadas a los galardones van en consonancia con los ejes y acciones del II Plan Valenciano de Transición Agroecológica (2021 - 2025) puesto en marcha por la Conselleria de Agricultura, Desarrollo Rural, Emergencia Climática y Transición Ecológica.
Hay que recordar que este segundo plan contempla, entre sus cinco ejes de actuación, acciones encaminadas a la puesta en marcha de campañas publicitarias, claras y concisas sobre el consumo de productos ecológicos.
