Ametller Origen awakens Barcelona with an itinerant urban garden

A field on wheels has traveled through some of Barcelona's main streets in recent weeks. The image is not an urban mirage, but an action promoted by Ametller Origen: a transparent truck with soil, plants, and crops inside that has circulated on roads such as Diagonal, Passeig de Gràcia, or Gran Via and has captured the attention of many pedestrians. The mobile installation is part of an action that seeks to focus on a simple idea: the vitamins and minerals the body needs are also found, naturally, in fruit and vegetables.

With the message Estàs veient la dosi més real de vitamines i minerals (You are seeing the most real dose of vitamins and minerals) vinyl-wrapped on the vehicle, the company has turned the city center into the setting for an original campaign that combines creativity, healthy eating, and brand experience. All this under the slogan És el moment de menjar nutrients reals, és hora de tocar de peus a terra (It's time to eat real nutrients, it's time to get back to basics).

"Vitamin C, vitamin A, iron... We know that our body needs all these nutrients to stay healthy, but less and less fruit and vegetables are consumed. Perhaps we are looking for them in the wrong place," explain sources from Ametller Origen. According to data from the Ministry of Agriculture, fruit consumption in Spain has fallen by almost 25% in the last decade. Faced with this trend, the company advocates returning to its origin: "the most real dose is the one that comes directly from the earth."

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The field on wheels symbolizes the more than 1,800 hectares of cultivation that the company manages in the Mediterranean axis, and during the tour, symbolic "real doses of vitamins and minerals," boxes with fruit and vegetables, and an informative brochure with the nutrients they contain have been distributed. The action culminated in the Ametller Origen store at Via Augusta, 256, in the Bonanova neighborhood, where the establishment has been transformed into a "natural pharmacy." In this space, fruits and vegetables have been presented as the most real doses of vitamins and minerals, since an orange can exceed the recommended daily dose of vitamin C, while a single carrot provides almost all the vitamin A needed in a day.

With this initiative, which has gone viral on social media and has featured the participation of several influencers such as Belfood_ana, Claudia Fontanals, Armand Pou, Cesc Sarri, TheGreennFork and LolaaCuina, accumulating more than 1.5 million views. Ametller Origen reinforces its positioning in healthy eating and its proximity to the consumer. Recently, the OCU recognized it as the preferred chain for buying fruit and vegetables in Spain.