The Executive Council has approved the creation of the “Catalonia, where eating is culture” brand to identify Catalonia’s food strategy. The goal is to strengthen the positioning of Catalan agri-food products and gastronomy and ensure a consistent approach to communication in Catalonia and abroad.
The brand is represented by the letters C, A and T arranged on a plate. Both the brand and the slogan “Where food is culture” will identify the Catalan food system in both internal and external markets.
The aim is to showcase food produced in Catalonia; ensure a comprehensive, competitive food system that is rooted in the region and based on its diversity; and build on the strong reputation of Catalonia’s food system.
The Catalan Ministry of Agriculture, Livestock, Fisheries and Food will launch a campaign in the autumn to disseminate the brand and promote Catalan foods.
The creation of the agri-food brand is one of the actions being pursued within the framework of 10 projects aimed at transforming the agri-food sector. These projects form part of a broad plan for economic recovery and social protection in the wake of the Covid-19 crisis.
Agri-food is the largest sector of the Catalan economy and one of the most dynamic export sectors. It generates an annual turnover of €38.2bn – 16.28% of Catalonia’s GDP – and directly employs 163,372 people. Over the last 10 years, exports have increased by 45% in volume and 65% in value. From January to June 2020, Catalonia’s agri-food exports grew by 9.18% in value and 4.37% in volume compared to the same period of the previous year. In 2019, the value of Catalonia’s agri-food exports exceeded €10bn for the first time.