Operational Group: Digitalization of access to complementary gourmet marketing channels for Aragon food

We have identified the following problems related to the communication and promotion of food products and their relationship with consumers: There is a significant lack of awareness among Aragonese consumers about food products from Aragon, the existing quality brands and their main characteristics, their production and processing methods, the values they provide in terms of food quality and safety, their economic and social relevance for Aragon, and their connection to the region. Marketing of Aragonese gourmet foods through specialized channels, both traditional and digital, needs to be developed more broadly. There is no consolidated perception among Spanish consumers of Aragonese foods as gourmet products.

There is still a lack of involvement and use of ICTs by food SMEs (limited presence and communication on social media for companies and brands, images and videos about their activities, limited impact on their online store business model, etc.) as a means of communication and promotion, as well as a factor boosting sales and brand loyalty. There is a limited presence of Aragonese foods on the menus of numerous gastronomic events and/or other tourism-related activities. There is limited development of activities linked to Agri-Food Tourism, with the exception of the wine sector in Aragon, that would foster customer loyalty and engagement with gourmet food brands in Aragon. There is limited visibility and a lack of information on the production processes of Aragon's main agri-food products.