The Minister of Agriculture, Livestock, Fisheries and Food, Teresa Jordà, with the President of the CHOC and the President of the Catalan Federation of Nurseries, has presented the campaign 'Let's grow green', aimed to increase the consumption of flowers and ornamental plants in Catalonia. This is the first initiative of this type of institutional nature.
During the presentation, Jordà explained that "the advertisement will be available on digital media from Monday. There is also a radio version and it will also be shown at various outdoor advertising points. The investment is 95,000 euros and the campaign can be seen between 15 and 30 November. The flower and plant is a product of proximity and we have to make it understood".
Teresa Jordà has expressed her satisfaction with this initiative because "it is the first campaign that the Government has carried out in this sense. In a way it compensates for a debt the Department had with the nursery and flower and plant sector. Because when we talk about local products, farmers or fishermen come to mind, but I think - and here we have to be self-critical - sometimes we have not done enough teaching to explain that a poinsetia can also be a local product and that a flower or nursery grower also works the land".
With this action, we also want to highlight the production and marketing of flowers and plants, a sector with a significant weight in the country's agriculture. In Catalonia, it represents 14.75% of the economic volume of final plant production and 4.8% of final agricultural production (2017), with a turnover of 208,589,300.77 euros. In addition, the flower and ornamental plant sector employs more than 2,000 direct workers, is a sustainable sector and offers a local product.
Thus, the campaign aims to encourage consumption of this product by explaining that plants provide physical and emotional well-being and collectively: they improve cities environmentally (they collaborate in the fight against climate change), they lower the temperature and the noise of garden areas, they improve the image of towns and cities, they provide pleasant environments in which people can socialise, and they are a product of proximity.