The Interprofessional Beef Association, Provacuno, has been recognized at the 4th edition of the Alejandro Echevarría Awards, an accolade that highlights its ongoing work in combating disinformation in the agri-food sector over the past five years. These awards, promoted by the Alejandro Echevarría Communicating the Future Foundation, recognize individuals, professionals, and organizations that combat the spread of false or inaccurate information globally.
The jury, independent of the Foundation and composed of 16 experts from fields such as education, technology, communication, healthcare, business, and media, particularly emphasized “its constant fight against disinformation over the past five years in the agri-food sector, aimed at both industry professionals and consumers through constructive dialogue.” This distinction is especially significant because it marks the first year this category has been included in the awards.
Javier López, director of Provacuno, expressed his gratitude for the award, emphasizing that it represents “recognition of the work the Interprofessional Beef Association has been carrying out since its inception in the fight against misinformation surrounding a sector essential for guaranteeing our country’s food sovereignty, as well as the maintenance and development of our rural areas.”
Initiatives Supported by the Award
Among the initiatives that supported this nomination are outreach and communication projects such as the documentary series “Fans of Beef,” comprised of five episodes that address, among other topics, scientific and nutritional aspects related to beef consumption. Also noteworthy is the documentary “Goodbye Cows,” which blends reality and fiction to illustrate the consequences of a world without cows and the challenges this would entail.
Furthermore, Provacuno has promoted research projects in close collaboration with the scientific community, particularly with the REMEDIA network. One of these studies demonstrates that the carbon footprint of beef cattle in Spain per kilogram produced is 66% lower than the global average. Currently, the interprofessional organization is also developing the European Sustainable Beef program, aimed at both informing the public about the economic, social, and environmental sustainability of the sector and providing the sector itself with new techniques and technologies to continue making progress in this area.
With this recognition, the Alejandro Echevarría Awards reinforce the role of organizations that actively work toward communication based on evidence, rigor, and transparency—key values for strengthening public trust in strategic sectors such as agri-food.
