Over 300 Businesses in Zaragoza Promote «Aragón, A True Flavor»

More than 300 businesses from Aragon participate in the campaign «Aragon, True Flavor» to promote local products

The Federation of Entrepreneurs of Commerce and Services of Zaragoza and Province (ECOS) presented the details of the campaign «Aragon, True Flavor» this Thursday, an initiative involving over 300 local and multi-service businesses in the community. The goal of this action, promoted by the General Directorate of Innovation and Food Promotion in collaboration with the Association of Food and Beverages of Aragon, is to highlight the agri-food products of Aragon and encourage their consumption in the local market.

The initiative is part of the Plan for Agri-Food of Aragon 2025-2028, which aims to strengthen the presence of Aragonese food in businesses. Through various promotional activities, the aim is to bring local products closer to the end consumer and to reinforce Aragon’s culinary identity through the very establishments.

Amparo Cuéllar explained that «with this campaign, we want to bring Aragonese food to the points of sale, so that they are recognized, tasted, and capture the consumer’s interest.» She also emphasized that «the effort we need to make is to tell it, tell it again, and tell it once more, because only in this way will we achieve that Aragonese food occupies the place it deserves in the consumer’s mind.»

The participating businesses become essential allies in spreading the quality and origin of Aragonese products. Over the coming weeks, retailers specializing in food will display and recommend products made in the Community, reinforcing their role as ambassadors of local flavor and authenticity. The campaign seeks to encourage consumers to choose local products and support local businesses, a network that directly contributes to the economic and social development of the area.

The presentation event was held at Bodegas Almau with the attendance of Amparo Cuéllar, director of Innovation and Food Promotion of the Government of Aragon; José Ignacio Domingo, secretary of Food and Beverages of Aragon, Business Association; Begoña Marquino, president of ECOS; and Vicente Gracia, General Secretary of the entity. Representatives from associations within ECOS related to the food sector also participated.

The president of ECOS stated that «we have products in Aragon that speak for themselves. Local businesses are a fundamental pillar to keep the local economy alive and to showcase the agri-food richness of Aragon. With this campaign, we want to reinforce that connection between the products of our land and consumers, fostering pride in what is ours.»

José Ignacio Domingo indicated that «we always advocate for the role of integrating the agri-food sector and, on this occasion, we want to recognize the establishments participating in this edition.»

The promotional activities will reach over 300 small businesses and multi-services, as well as several distribution chains. The establishments will feature prominent signage, graphic materials, and specific displays dedicated to Aragonese products. Additionally, raffles and special promotions will be organized to encourage purchases.