• The National Rural Network (RRN) is organizing a meeting with projects that use innovative techniques to promote agricultural and forestry products.
• During the event, participants exchanged views on the challenges and opportunities facing the sector, as well as the advantages offered by new technologies for product labeling, which allow for greater information to be provided to consumers about the origin and characteristics of these products.

Innovation applied to the promotion of the agricultural and forestry sector is one of the possibilities for adding value to agri-food and forestry products, combining marketing techniques and connecting consumers and producers.

The Ministry of Agriculture, Fisheries and Food (MAPA) used the meeting to announce the data collected from the latest call for innovation projects, to which 263 projects were ultimately submitted, 11 of which focused on marketing.

The event also served to announce Spain's new food promotion campaign , " The Richest Country in the World ," which aims to showcase the diversity of Spanish agri-food products while also honoring all stakeholders in the agri-food and fishing industry.

The MAPA has presented the various activities being carried out to promote products, such as:

• Awards to promote entrepreneurial initiatives, organic production or communication work
• Information on European promotion programs

Thematic work rooms

The knowledge exchange at this meeting took place in three virtual breakout rooms, where the work of eight Operational Groups and innovative regional and national projects were presented.

Room 1: Digital marketing and new technologies to reach the consumer

Participants: AGROFOOD 4.0 , PINEA , AECRANI

Papers and conclusions: Attendees agreed on the added value offered by digitalization and how the use of new Information and Communication Technologies (ICT) allows for closer ties to consumers, better understanding their consumption patterns and, therefore, adapting to their needs. Digital commerce has expanded in recent years and represents an opportunity for local commerce and the promotion of differentiated quality products, but also for connecting with consumers by offering additional information about the product, such as its origin and history.

Room 2: Promoting environmental and territorial marketing

Participants: VINECOCIR , the Grazing Cow , GODEHESA

Papers and conclusions: The debate focused on the importance of highlighting sustainability as a differential value of the products offered to consumers. To reflect this quality , it is important to develop environmental assessments of production processes. The results of sustainability analyses should be clearly reflected within the communications and marketing strategy . Currently, offering sustainably produced foods represents a market opportunity for the agricultural, livestock, and agri-food sectors.

Room 3: Marketing Innovation: Eco-Packaging and Eco-Labels

Participants: MICROPACK , CO2LABEL , MadridKMRegión

Papers and conclusions: Certification and labeling bodies have been on the rise in recent years, creating a degree of saturation among consumers, but also among producers. The new labels are an opportunity to support the sector in the ecological transition , but they must be accompanied by a clear communication strategy to ensure consumer understanding .