The Governing Council has given the green light to the Decree that will henceforth regulate the brand 'Gusto del Sur' for Andalusian products of differentiated quality and its processing, which is in charge of the Ministry of Agriculture, Fisheries, Water and Rural Development. The ultimate goal is to promote a regional brand of weight that is valued and recognized by consumers and guarantees the differentiated quality of Andalusian products. With this initiative, the Board also seeks to strengthen and improve the competitiveness of the Andalusian agri-food sector and promote its marketing and internationalization.
Gusto del Sur' will be specifically aimed at agri-food products from the Andalusian Autonomous Community. This distinctive will be compatible with the seal 'Corazón Andaluz' for participation in professional fairs in this sector and in promotional activities that can be organized to disseminate the qualities of food and beverages of Andalusia.
The regional government puts this new brand at the service of the Andalusian sector to work together to maintain the positioning of Andalusia as a benchmark in quality food products. This brand replaces 'Calidad Certificada' to face a new era of food in the Andalusian Autonomous Community.
Among other foods and beverages, products protected by Protected Designations of Origin (PDO), Protected Geographical Indications (PGI) or Traditional Specialties Guaranteed (TSG), as well as artisan products, Organic and Integrated Production and certified by recognized private protocols, may be included in 'Gusto del Sur'. Entrepreneurs authorized to use the brand must include it on packaging to help facilitate the consumer's purchasing decision and obtain added value for their products.
The adhesion to 'Gusto del Sur' entails benefits for the companies among which are, for example, to enjoy the support to the commercialization and internationalization of the products or priority in the actions of promotion, formation and agro-alimentary representation carried out by the Council. In addition, they will also have access to continued support through advertising campaigns of the brand.
The Ministry of Agriculture plans to carry out a first phase of promotional actions of 'Gusto del Sur' aimed at companies in order to achieve a sufficient representation of the products of the Andalusian sector. Joining this initiative is very easy, since the Andalusian Government has opted for a greater administrative simplification compared to the processing of access to the previous quality mark of Andalusian products. To this end, formalities have been eliminated, the system used in the provision of documentation has been improved and electronic processing has been introduced as a way to carry out all the steps.
The implementation of this brand is supported by a study carried out by an external consultancy at the request of the Board and which, after analyzing the market and the response of the business sector and the public, concludes that 7 out of 10 Andalusian consumers value their products and are predisposed to try and consume a new quality brand. In the case of the business sector, the same favorable predisposition is observed when they learn that this initiative brings added value to the products and involves the institutional support of the Junta. In addition, this new brand will be complemented with 'Corazón Heart' to which the companies of the sector are also adhered.