Tennis star Rafael Nadal will be the face of the latest campaign to promote Spanish food products in international markets, the Agriculture, Food and Environment Ministry confirmed Wednesday.
The head of that portfolio, Isabel Garcia Tejerina, will launch the new campaign on March 25, saying in a statement that it will emphasize the elements common to both Spanish food and the image of one of Spain's greatest athletes: quality, knowledge and recognition.
The campaign "is designed and will be carried out jointly" between the ministry and professional organizations from the sectors with the greatest international presence: wine, olive oil, table olives and Jamon iberico (Iberian ham).
Efforts to open new markets, enhance companies' foreign presence, improve product positioning, reinforce Spain's brand and support the quality of Spain's agri-food industry are crucial to the government's internationalization policy, the ministry said.
In 2014, agriculture, fishery, food and forestry exports totaled 40.8 billion euros ($43.3 billion), up 3 percent from the previous year.
Spain is the world's eighth-biggest agri-food exporter.
Agriculture and fishery, which accounts for 17 percent of Spain's exports, is the Iberian nation's second-biggest export sector after intermediate and capital goods.