Under the slogan “PGI Huétor Tájar Asparagus against depopulation: Roots in the Territory,” this initiative seeks to revalue the cultivation of purple asparagus, fostering rural pride and facilitating generational renewal. The municipality of Huétor Tájar, in the Poniente de Granada, is one of the main producers of this food, considered emblematic in the province.

The project is part of a broader campaign by Cooperativas Agroalimentarias de Granada, which includes four similar initiatives across the province to combat demographic challenges. The proposal focuses on highlighting the social and territorial impact of purple asparagus, emphasizing its contribution to local employment and the economy of hundreds of farming families.

Huétor Tájar Asparagus holds the Protected Geographical Indication (PGI) certification, which guarantees its quality through specific controls and its cultivation on small family farms. The campaign is aimed at farmers, young people, and women in rural areas, with the goal of consolidating the PGI as a symbol of identity, future, and stability in the region.

The communication strategy will include graphic design, testimonial videos in cooperatives, a podcast titled Raíces en el territorio (Roots in the Territory), presence on social media and in the media, as well as posters, brochures, and photographic reports. The campaign is estimated to reach approximately 400,000 people.

This project is financially supported by the Diputación de Granada, within its provincial aid for local socioeconomic development. The main objective is to combat population aging and the lack of generational replacement by showcasing real opportunities for life and employment in the towns of Granada.