Case study

The Spanish sector needed to communicate how dehydrated alfalfa is different from hay and how to use it to impoters, distributors and farmers in China 

In 2014 Spain’s alfalfa was first allowed in the Chinese market. Imports reached USD 50 million before dropping to only USD 18 million in 2016 and USD 15 million in 2017, due to a lack of knowledge by its supply chain and farmers on how to use dehydrated alfalfa.

In 2017 we started to work with AEFA (Spanish Association of Manufacturers of Dehydrated Alfalfa), analysing the reasons for the steep drop in sales in previous years. We interviewed importers, distributors, farmers and industry associations to understand the main challenges for Spanish alfalfa in China.

The campaign started in 2017, but in 2018 the Spanish Institute for Foreign Trade (ICEX) funded the campaign in part, bringing it to new levels. China’s alfalfa imports from Spain saw a quick recovery, reaching USD 82 million in 2021.

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