The fruit and vegetable company La Unión, on the occasion of its 30th anniversary, wanted to make visible “the effort that thousands of farming families make every day to make the Almeria miracle possible.”
In a statement he noted that “the effort and sacrifice of these anonymous heroes has allowed the dream of Gabriel Barranco, the founder of the leading company in the Spanish fruit and vegetable market in the countryside of Almería, to come true.”
The campaign, titled ‘To plant is to believe in the future’, aims to pay tribute to all the farmers who have been responsible for “the transformation of an arid land into a fertile 32,000 hectares, capable of feeding 400 million people. from all over Europe.”
The story of the spot created by La Unión also reflects the history of the company, which is now led by Jesús Barranco, son of the founder. Gabriel Barranco even sold his house and installed the family in a motorhome to be able to invest in the sector “and move forward a company that today occupies a prominent place in the market” and employs thousands of employees of more than 50 nationalities. different.
In the words of Javier Carmona, Marketing Director of La Unión, “it is a story of effort and improvement whose protagonist is the love between a father and a son. Showing through the life of a family, the enormous sacrifice they make and that has led us to convert structural problems such as drought, into a competitive advantage. It is this effort, vision and human capital that has led Almería to be the main producing power in Europe. At the same time, it highlights the importance of the generational transfer that the sector is going through.”
This work tells the story of a family, “which in reality could be that of anyone in the area, which reflects the journey through the years of effort and work, as well as growth, longing and reunion. These universal values ??such as connection to the land, love of family, plus those of work and effort end up designing the way of understanding the lives of all these people and, without a doubt, the way of laying the foundations that build the future”.
The spot was presented at the Cervantes Theater during the La Unión Christmas gala, on December 16, and will be shown in Almería cinemas for three weeks.
The company noted that “this celebration comes after the leadership position in the Spanish fruit and vegetable sector maintained by La Unión after the last campaign. The Almería company, despite the difficulties of the current market, increased its marketing volume by 10% compared to the same period of the previous year. This progress is reflected in a sale of 340 million euros, compared to 306 million the previous year. In terms of value, the average price increased by 9%, which has made it possible to mitigate the sharp increase in costs which, according to industry sources, is around 25%.”
