Ed Bedington
Top Spanish officials have met Tesco bosses to thrash out plans to repeat and expand an innovative marketing deal.
The success of the retailer's first-ever generic marketing campaign for the country's fresh produce this year led to the visit from some of its leading politicians.
Minister of agriculture Miguel Arias Cañete, the ambassador Santiago De Mora Figeroa y Williams, and other leading figures of the Spanish food industry discussed ways to expand the joint marketing scheme.
The campaign, which Tesco claimed was the first of its kind, was part-funded by the multiple and the country's government and was aimed at raising awareness and boosting sales of Spanish fruit. Divided into three parts, the promotion focused firstly on plums, nectarines and peaches before moving on to crimson grapes, all of which were supported by in-pack and instore recipe leaflets and money-off coupons.
The third strand involved promoting Spanish tomatoes to children under Tesco's new corporate Kids brand.
Now both parties are keen to strengthen their links and investigate the possibility of widening the promotion out across fresh produce and to wine and olive oil.
Hamish Renton, Tesco's business development manager for produce, said: "The minister was impressed with the way Tesco was able to bring seasonal Spanish produce to life for customers. He was also delighted with the sales results of the initiative.
"We are now looking to drive synergies into Spanish wine and grocery with the prospect of launching a bigger and better marketing campaign for customers next year."
Cañete said: "I am honoured to see the big effort that has been made for the promotion of Spanish produce in the UK.
"We hope our relationship with Tesco will develop in the future. Tesco has the highest standards to keep customers satisfied and we hope this will continue.
"That is what we will work towards."