Azores brand with 4% growth in membership in 2024 compared to last year - Communication

Secretaria Regional da Agricultura e Alimentação

According to the Secretary for Agriculture and Food, António Ventura, the Azores Brand saw a 4.04% increase in membership in 2024 compared to 2023, "representing a 5.8% increase in new promoters."

As for 311 companies on the nine islands, the Azores Brand certification covers 6,512 labels for products, services, and establishments, with food products making up the majority.

"This growth demonstrates the trust built up among member companies through the promotion of different initiatives advertising Azores Brand-certified products, services and establishments," he said.

The Azores Brand Management Promotion Office, a service within the Regional Secretariat for Agriculture and Food, has developed numerous activities that target different audiences and markets in an integrated and consistent approach.

This year was marked by the ongoing investment in various forms of communication and promotion, namely communication through social networks and audiovisuals, the promotion of brand activation events, the establishment of new commercial and institutional partnerships and participation in trade fairs, whether exclusively professional or aimed at consumers. 

In this regard, António Ventura highlighted the participation of several companies with the Azores Brand seal in international and professional fairs such as the Lisbon Food Affair and SAGAL - Sabores de Portugal.

In addition to exclusively professional events, with a view to optimising business-to-business relations, the Azores Brand Management Promotion Office also invests in brand activations aimed at consumers. 

For example, he said, Taste Azores Colombo has been held annually in Lisbon since 2017 - only suspended by the pandemic in 2020 and 2021 - "and has provided direct contact between Azorean companies and thousands of national consumers every year."

Also regarding different brand action initiatives, this year the Azores Brand was present at the Lisbon Travel Market, Foiling Week in Italy, the Sentir o Pico event, the presentation of the 19th International Festival of the Azores, the BPI Golf Championship, the Pico Agricultural Fair and the World Cheese Awards.

Alongside these activations and as part of the business-to-consumer component, the Azores Brand Management Promotion Office organised a two-week campaign with regional retailers, involving 43 establishments on all the archipelago's islands. The initiative encouraged consumers to choose Azores brand-certified products promoted directly by producers in more than 90 tasting moments. 

With a view to promoting the proximity and development of the catering establishments joining Azores Brand, this promotion "was developed this year, along with the events held last year on the islands of Flores and Corvo, with an activation on the island of Santa Maria. It featured nationally and regionally renowned “chefs” who, together with local restaurants and producers, worked to promote regional products," stated António Ventura.