The Generalitat de Catalunya has launched an institutional campaign to promote the consumption of pork and pork-based products during the Christmas season. The main objective is to highlight traditional, locally sourced products that are closely linked to the Mediterranean diet, recognised as Intangible Cultural Heritage of Humanity.
This initiative takes place in a context marked by the detection of an outbreak of African swine fever which, according to health authorities, currently affects only wild boar in the Collserola mountain range and does not impact pig farming or food safety.
The Department of Agriculture, Livestock, Fisheries and Food has underlined that the campaign has been developed in close collaboration with the Catalan pig sector, which has shown a proactive and highly positive attitude throughout the process. The Government also recalls that the initiative coincides with the year in which Catalonia has been recognised as a World Region of Gastronomy.
The campaign, which will be broadcast on television and in the printed press, depicts everyday Christmas family celebrations, placing special emphasis on deeply rooted gastronomic traditions such as cannelloni, galets soup with meatball, cured meats and other pork-based products, as well as other meats and fish.
According to the Government, the aim is to strengthen the connection between citizens and the local agri-food sector, highlighting these foods as a core part of Catalonia’s identity, culture and way of life. In this regard, the Minister Òscar Ordeig stated that the campaign seeks not only to boost the consumption of local products, but also to support a sector that is a key economic, social and cultural driver in Catalonia.
Through this initiative, the Catalan Government reiterates the importance of choosing local and proximity products, especially at a time that calls for unity and support for the pig sector.