Agroaldea
It includes a program of actions aimed TO SEVERAL SECTORS.
The Ministry of agriculture, Food and Environment organizes “Cheese Week”, of the 26 to the 31 may, with the aim of promoting knowledge of cheese, its diversity and its characteristics, as well as enhance the consumption of this product.
The bell, under the motto “The taste is ours”, includes an extensive program of promotional actions for the media, schoolchildren, hospitality and restaurant professionals, in addition to final consumers.
The activities will take place in the cities of Madrid, Caceres, Cuenca, Teruel and Valladolid.
PRESENTATION OF THE CAMPAIGN
The general director of the Food Industry, Fernando Burgaz, will present the campaign next Monday 26 May at the Ministry headquarters, to the 18:00 hours, and representatives from the food sector and restaurant and hospitality professionals will attend., as well as hospitality schools.
The general director of the National Federation of Dairy Industries will speak at the event. (Phenyl), Luis Calabozo, who will report on the evolution of Spanish cheeses in comparison with the other countries of the European Union.
Also, the Electronic Cheese Catalog will be presented, by the professor of the Food Technology Area of the Polytechnic University of Madrid, Mª Concepción Chamorro. The event will conclude with a guided cheese tasting workshop.
ACTIONS DIRECTED AT THE END CONSUMER
Cheese tastings will be held in the distribution centers of the selected cities and information material will be provided.. In addition, A promotional banner about “Cheese Week” will be published on restaurant reservation websites and gastronomy blogs.. In the collaborating restaurants they will be delivered, as well, information brochures and triptychs about the campaign.
The day 31 may, in the Plaza Mayor of Madrid, There will be a tasting of foods cooked with different types of cheeses. Children attending will be able to learn about the process of cheese making from a storyteller and adults will be able to participate in games in which they will learn about different Spanish cheeses and their place of origin..
VISIT TO A DAIRY PRODUCTION COMPANY
This action is aimed at hypermarket purchasing managers, large surfaces, markets and consumer associations. It will consist of a guided tour of the facilities of the production company Lácteas del Jarama (El Saz Fountain).
Then, A talk will be given in which the general director of FeNIL and the director of Marketing-4Food will intervene, Eduardo Martínez, who will report on the consumption of Spanish cheeses and the marketing strategies of these products, respectively. The visit will conclude with a guided cheese tasting, by José Luis Martín master cheesemaker Afinador.
ACTIONS DIRECTED AT THE MEDIA
At the Peace Market (Madrid), A media event will be held next Wednesday 28 May in which the general director of FeNIL will report on the importance of cheese in Spain, in addition to presenting the Electronic Cheese Catalog.
Then, member of the Royal Academy of Gastronomy, Ismael Diaz Yubero, will offer purchasing advice, cheese presentation and pairing, as well as a guided tasting.
VISIT TO THE RÍO GUADARRAMA NURSERY SCHOOL
The primary school students of the C.E.I.P school. Felipe IV will visit the Río Guadarrama School Nursery, in Navalcarnero. There they will be given a talk, by the Mediterranean Diet Foundation, about cheese as a food part of the Mediterranean Diet pyramid. In addition, Workshops related to cheese and its possible preparations will be held.
ACTIONS ON SOCIAL NETWORKS
During the celebration of “Cheese Week” and through the Ministry's social media profiles on Facebook, Magramagob; Twitter, @Alimentacion_es and Tuenti will give visibility to the campaign, as well as its various activities and information about Spanish cheeses will be offered..