Campaign to promote the Canarian banana

The initiative is part of the Government’s support program for the island of La Palma after the eruption of the Cumbre Vieja volcano and was committed by the Minister of Agriculture, Fisheries and Food, Luis Planas.

The Ministry of Agriculture, Fisheries and Food (MAPA) participates with financial support in the campaign to promote the banana of the Canary Islands launched by the association of producers Asprocan, which will be carried out on radio, television and digital media during the Christmas holidays and that has the participation of singer-songwriter Rosana.

Minister Luis Planas has indicated in this regard that “the Government is firmly committed to the recovery of the banana sector on the island of La Palma. With the determined support of the Ministry for this promotional campaign we want to launch a message of solidarity, encouragement and of unity.”

With the slogan “With you we will be reborn from the ashes. Banana from the Canary Islands, the flavour of what is ours”, the campaign will take place during the Christmas holidays to spread a message of hope about the future of the island, in addition to promoting the qualities of this food so characteristic.

The ministry will finance the broadcasting of the radio spots on regional and national stations between December 22 and January 5, in line with the campaign “The richest country in the world” that currently focuses the promotion strategy of #Alimentosdespaña. In the wedges a song written and performed by Rosana will be broadcast that includes in her lyrics “You will be reborn strong and brave, like your sea, like your sun, like your people. Playing to be a seagull you will fly safely and hand in hand we will light the future”.

For its part, Asoprocan finances the diffusion of some commercials on television and digital media that have been made with a novel animation technique in which only ash from the volcano has been used. Rosana’s song is also the common thread of these announcements that will be broadcast between today, December 20 and January 2.

This promotional action of the ministry is part of the second package of aid to the agricultural and fishing sector of the island that the Council of Ministers approved last Friday, the 17th, for 12 million euro and which includes a specific chapter for the contracting of institutional advertising and communication campaigns, worth 2 million euro, to promote consumption and improve the market position of agricultural or fishery products affected by the eruption.

With this new package of measures, the aid granted so far by the MAPA to the agricultural and fishing sector of La Palma affected by the eruption of the volcano amounts to 30 million euro.