Barcelona Markets is launching a new ‘Comerç Verd’ campaign, a programme that aims to increase the visibility of local products and those distinguished with organic, short-circuit and quality certificates in the city’s municipal markets.
Currently, 481 stalls in the municipal markets are attached to the ‘Comerç Verd’ programme: 90 fruit shops, 109 fishmongers, 250 butchers, 24 legume shops and 8 herbalists. The main objective is to facilitate the possibility for municipal market establishments to offer these products in a visible and differentiated way – with the ‘Comerç Verd’ seal – and to improve their competitiveness and sustainability by offering: local products, originating in Catalonia; organic products, with a certificate from the Catalan Council for Organic Agricultural Production (CCPAE); direct product from farmers and short-circuit markets, as well as products made in-house, with an authorised workshop.
To publicise the programme, a communication campaign will be launched until 19 March with the aim of:
- Increasing the positioning of the ‘Comerç Verd’ brand in Barcelona.
- Highlighting the attributes of the product (proximity, quality, freshness, health).
- Promoting sustainable local economies.
- Increasing the visibility of the supply of these products in Barcelona markets.
- Increasing the presence of local agri-food and agro-ecological products in markets.
- Promoting healthy eating and impacting new audiences, such as families and young people.
The campaign will be accompanied by the initiative ‘El teu mercat et porta a pagès’, with the raffle of rural stays and guided visits to local farms. From February 17 to March 19, interested parties must complete the participation ticket with ten purchase stamps and deposit it in the mailbox provided in each market. One stamp corresponds to €10 of purchase of ‘Comerç Verd’ product in any participating establishment.
The project has been promoted by the Barcelona City Council, through the Barcelona Municipal Markets Institute (IMMB), with the support of the Generalitat of Catalonia, through the Joint Office for Sustainable Food (OCAS). In addition, it has the collaboration of the Food Policy Section of the Barcelona City Council and the Federation of Municipal Markets of Barcelona (FEMM), which groups together the merchant entities of the city’s municipal markets.
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