Promotional initiatives boost sales of Spanish chorizo in the UK
The companies of the Consorcio del Chorizo Español are working to strengthen relations with British consumers with different promotional activities while sales are showing strong long-term growth, as reported by Perishablenews.
These international promotion initiatives include #ChorizoAmbassador, which in November in Besalú (Catalonia) hosted leading food bloggers from the UK, France and Germany to show how Spanish chorizo is made; as well as #ChorizoAcademy, which offers a variety of authentic Spanish recipes and recipes videos with the purpose of building relationships with cooking schools, chefs and the end consumer.
These efforts are being reflected in the results. In 2022, some 1.7 million kilograms of Spanish chorizo were sold in the UK under the Consorcio label, 56% of total production. In addition, there has been a slight increase in value sales, reflecting the food standards of UK consumers and their growing recognition of the quality and tradition associated with Consortium’s chorizo.
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