The City of Valencia, has launched its new campaign "Mediterranean Larder" with the aim to reinforce its status as a leading gastronomic destination and promote the region and its unique offering after being affected by the Dama storm.
The Visit València Foundation allocates €400.000 annually to develop a promotional campaign and the city is taking a step forward in its culinary positioning with this initiative that strengthens the culinary identity of the territory and gives visibility to its gastronomic heritage.
The campaign focuses on showcasing the city through the eyes of locals and emphasizing its typical Mediterranean character, human warmth, and diverse appeal utilizing video content in multiple languages, precision targeting and collaborations with tour operators to reach a global audience.
The strategic message of "Medterranean Larder" celebrates the region's rich culinary heritage by championing high - quality, locally sources products with a strong emphasis on sustainability and zero kilometre produce, aiming to deepen a solid connection between local producers and consumers.
At the heart of Valencian cuisine are three key pillars such as the sea, offering a bounty of fresh fish and seafood, the fertile market gardens, supplying vibrant, top - quality vegetables, and the wetlands, home to rice fields that give rise to to to iconic dishes like the famous paella.
The nearby Albufera is also protagonist boasting its own Designation of Origin, highlighting the unique value of its rice production.
The Mayor of Valencia, Maria José Catalá presented this campaign together with the Councilor of Tourism, Paula Llobet, the Director of the Visit Valencia Foundation, Tono Franco, and a broad representation of the city's gastronomic sector, which representatives from some of the designations of origin, municipal markets, restarateurs, and producers.
The Mayor announced during the presentation of this initiative, which the Visit València Foundation will promote and develop this year with €400.000, with the aim of integrating it into the more than 100 promotional activities the organization carries out in international markets.
The Valencia's Mayor stated that this is an ambitious plan, agreed upon with the sector, that seeks to showcase the city's gastronomic richness nationally and internationally, and the aim is to position Valencia as the Km 0 of the Mediterranean Larder, turning it into an internationally renowned gastronomic destination.
In this way it will be highlighted the local culture of understanding cuisine and connections to the land , the knowledge and the flavours, promoting the fruit and vegetables of l' Horta, the rice from the Albufera Natural Park and the fish and seafood of the Mediterranean, which all rogether make up a unique pantry that provides essential ingredients for a healthy diet.
In addition to Valencian restaurants chefs and producers, who are the secret of the success of the local gastronomy, the Mayor explained that "Mediterranean Larder " is not just a slogan, it's Valencian essence, the recognition that in this land, the best of Mediterranean cuisine is born and now it's important to take a step further to share it, preserve it, and project it to the world with a solid strategy.
This initiative not only aims to highlight the quality and diversity of Valencia products, but also to promote their sustainability and strengthen the direct relationhip between producer and consumer, as well as a perpetuate a concept that aligns the identity and character of the city with its food.
The strategy is based on different lines of action and a program that will develop various actions from now on :
• Marketing / Branding - With the launch of a new image "Valencia, Mediterranean Larder" which will disseminated on more than 600 billboards in the main cities of Spain such as Barcelona, Bilbao, Madrid, Seville and Valencia. It will also caeet out actions with national media ; strengthen its online and social media presence and launch of a new recipe book focused on the Mediterranean Larder.
• Creation of a new Product Club - It will select and promote tourism service providers integrated into gastronomic value chain that meet requirements previously agreed upon with the sector. It will develop concept and brand creation actions, evaluate facilities, provide consulting and improvement plan, classify members, and launch a new prestigious guide and website.
• Creation of experiences – It will bring the city's primary gastronomic sector and the peri - urban area closer to tourism through new gastronomic experiences.
• Promotional ctivities and a gatronomic agenda – The company will establish a presence in target markets with a presence in the more than 100 international promotional activities orgamized by the Visit València Foundation and it will attend specialized fairs such as Madrid Fusión, Gastrónomia and Alimetaria 2026.
In addition under the mbrella of Mediterranean Larder, established gastronomic events will be integrated into the city's calendar, such as València Cuina Obert, FESTIN, and World Paella day, which will act as a platform to showcase the richness and diversity of Valencian cuisine.
Link - https://valenciacity.es/actualidad/valencia-presenta-la-estrategia-gastronomica-despensa-del-mediterraneo/
