Grupo Agroponiente wins Best Communication Campaign Award for its agricultural documentary
The annual gala of the Almería Marketing Club, held last Friday, brought together a significant representation of the province’s business community. During the event, Grupo Agroponiente and the creative team at Spicy4tuna were honored with the Best Communication Campaign Award for their documentary Where Does Your Food Come From? — a long-format, educational video now available on YouTube.
The documentary takes viewers on an in-depth journey through the agri-food value chain of the Almería model, offering a transparent and engaging view of how food travels from seed to shelf. Its purpose is clear: to highlight the people and processes behind one of Europe’s most productive agricultural regions.
The project was personally supported by Imanol Almudí, CEO of Grupo Agroponiente, who accompanied the Spicy4tuna team throughout the documentary’s filming process.
“We wanted to tell the full story—from the seed to the supermarket shelf. And that’s only possible thanks to the commitment of everyone involved in the chain,” stated Almudí.
Grupo Agroponiente also expressed special thanks to the companies that opened their doors and participated in the filming: Bioline Iberia, Rijk Zwaan, Coexphal, Smurfit Westrock, El Plantel, and Kimitec.
“This award is a shared recognition,” added the CEO.
The award was received by Andrea Alonso, Head of Marketing and Sustainability at Grupo Agroponiente, who addressed the audience with a powerful message:
“Here in Almería, we need to believe in what we do. We are exporting health to the rest of Europe, and we have a responsibility to communicate that. It’s encouraging to see national media and influential voices taking interest in the Almería model and our work.”
Grupo Agroponiente also congratulated the other winners of the night, whose work continues to elevate the role of marketing across the province: Siente La Plaza, Grupo Olivencia, CREAM Coffee & Cocktail, Vera GRV with “Cura pa mi alma”, and Santiago Alfonso (Cosentino), awarded as Best Marketing Professional.
Communication that reflects the true value of agriculture
This recognition strengthens a core belief at Grupo Agroponiente: the agri-food sector must communicate with the same excellence with which it produces. Telling the story of food origins, highlighting the people behind it, and explaining the positive impact of the Almería model is not just good practice — it’s a responsibility.
Fortunately, Almería is full of talent, creativity, and purpose. At Grupo Agroponiente, we’re committed to making communication a tool for transformation, shared pride, and a better future for agriculture.
