{"id":99202,"date":"2025-01-28T08:12:01","date_gmt":"2025-01-28T07:12:01","guid":{"rendered":"https:\/\/www.bioecoactual.com\/?p=99202"},"modified":"2025-01-28T11:32:15","modified_gmt":"2025-01-28T10:32:15","slug":"de-proximitat-mercabarna-vol-potenciar-la-pagesia-el-producte-de-proximitat-i-el-comerc-local","status":"publish","type":"post","link":"https:\/\/www.bioecoactual.com\/ca\/2025\/01\/28\/de-proximitat-mercabarna-vol-potenciar-la-pagesia-el-producte-de-proximitat-i-el-comerc-local\/","title":{"rendered":"&#8216;De Proximitat Mercabarna&#8217; vol potenciar la pagesia, el producte de proximitat i el comer\u00e7 local"},"content":{"rendered":"<p><strong>Mercabarna<\/strong> ha llan\u00e7at aquest gener <strong>&#8216;De Proximitat Mercabarna&#8217;<\/strong>, una campanya que busca principalment continuar posant en valor la tasca dels agricultors de proximitat i les fruites i hortalisses que venen a trav\u00e9s d\u2019aquest gran mercat. Tamb\u00e9 vol recon\u00e8ixer la tasca del petit i mitj\u00e0 comer\u00e7 local de barri com a principal prescriptor d\u2019aquests productes.<!--more--><\/p>\n<figure id=\"attachment_99206\" aria-describedby=\"caption-attachment-99206\" style=\"width: 1200px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-99206\" src=\"https:\/\/www.bioecoactual.com\/wp-content\/uploads\/2025\/01\/ConversesDeProximitat-min.jpg\" alt=\"Mercabarna\" width=\"1200\" height=\"633\" srcset=\"https:\/\/www.bioecoactual.com\/wp-content\/uploads\/2025\/01\/ConversesDeProximitat-min.jpg 1200w, https:\/\/www.bioecoactual.com\/wp-content\/uploads\/2025\/01\/ConversesDeProximitat-min-768x405.jpg 768w, https:\/\/www.bioecoactual.com\/wp-content\/uploads\/2025\/01\/ConversesDeProximitat-min-796x420.jpg 796w, https:\/\/www.bioecoactual.com\/wp-content\/uploads\/2025\/01\/ConversesDeProximitat-min-696x367.jpg 696w, https:\/\/www.bioecoactual.com\/wp-content\/uploads\/2025\/01\/ConversesDeProximitat-min-1068x563.jpg 1068w\" sizes=\"auto, (max-width: 1200px) 100vw, 1200px\" \/><figcaption id=\"caption-attachment-99206\" class=\"wp-caption-text\">Primera de les \u2018Converses de Proximitat\u2019, en qu\u00e8 el cuiner Marc Ribas, parla amb la periodista gastron\u00f2mica, Carme Gasull; la pagesa de proximitat situada a Mercabarna, Marta Figueredo, i el president de l\u2019Associaci\u00f3 de la Pagesia de Mercabarna.<\/figcaption><\/figure>\n<p>Aquesta campanya \u00e9s nom\u00e9s la punta del iceberg de tot un seguint d\u2019actuacions que Mercabarna ha estat realitzant des de fa anys, i que s\u2019han accentuat en els darrers amb el seu \u2018Pla Estrat\u00e8gic 2021-2026\u2019, on es va marcar l\u2019objectiu, entre d\u2019altres, d\u2019<strong>esdevenir punt de connexi\u00f3 entre el m\u00f3n rural i l\u2019urb\u00e0, i promoure l\u2019agricultor i el producte de proximitat<\/strong>.<\/p>\n<h2>Pla per promoure l\u2019agricultor i el producte de proximitat<\/h2>\n<p>Per promoure encara m\u00e9s l\u2019agricultor catal\u00e0 i el seu producte, en els \u00faltims 3 anys, Mercabarna ha posat en marxa tot un seguit d\u2019iniciatives. Entre les m\u00e9s importants destaquen les seg\u00fcents:<\/p>\n<ul>\n<li>Ha promogut l\u2019<strong>Associaci\u00f3 de la Pagesia de Mercabarna (APAM)<\/strong>, amb l\u2019objectiu de vincular i articular els productors locals que operen en aquest gran mercat, perqu\u00e8 tinguin una veu pr\u00f2pia, i per millorar la viabilitat d\u2019aquest sector.<\/li>\n<li>Incentius per a la<strong> incorporaci\u00f3 de nous pagesos a un espai exclusiu<\/strong> (Situat de Productors), amb descomptes i beneficis els primers 6 mesos.<\/li>\n<li><strong>Jornades de networking peri\u00f2diques B2B<\/strong> entre majoristes de fruites i hortalisses de Mercabarna i productors de proximitat d\u2019arreu de Catalunya, en col\u00b7laboraci\u00f3 amb l\u2019Associaci\u00f3 de Majoristes del Mercat (AGEM) i el departament d\u2019Agricultura, Ramaderia, Pesca i Alimentaci\u00f3 de la Generalitat de Catalunya. L\u2019objectiu \u00e9s enfortir i augmentar les relacions entre les diferents empreses d\u2019ambd\u00f3s sectors.<\/li>\n<li><strong> Reforma del Situat de Productors<\/strong>, amb l\u2019objectiu d\u2019actualitzar les infraestructures i ressaltar m\u00e9s aquesta zona dins del Mercat Central de Fruites i Hortalisses.<\/li>\n<li><strong>Creaci\u00f3 de l\u2019\u00c0rea d\u2019Atenci\u00f3 a la Pagesia, la Guia de la Pagesia i l\u2019apartat del web de Mercabarna <a href=\"https:\/\/www.mercabarna.es\/sectors-activitat\/pagesia-de-proximitat\/\" target=\"_blank\" rel=\"noopener\">\u2018Pagesia de Proximitat\u2019<\/a><\/strong>, que ofereixen informaci\u00f3 al productor de proximitat sobre quina \u00e9s la millor forma de vendre els seus productes a Mercabarna, els horaris de c\u00e0rrega i desc\u00e0rrega, avantatges, etc.<\/li>\n<\/ul>\n<blockquote><p>Mercabarna ven un ter\u00e7 de la fruita i hortalissa catalana destinada al mercat intern<\/p><\/blockquote>\n<h3>La campanya &#8216;De Proximitat Mercabarna&#8217;<\/h3>\n<p>Per posar en marxa aquesta campanya s\u2019ha creat <strong>la marca \u2018De Proximitat Mercabarna\u2019<\/strong>, per potenciar i distingir els llocs on es poden trobar les fruites i hortalisses de proximitat dins de Mercabarna i poder realitzar accions de comunicaci\u00f3 que promoguin la pagesia i el producte de proximitat que es comercialitza al gran mercat.<\/p>\n<p>S\u2019han senyalitzat les zones de venda de producte de proximitat comunes -el <strong>Situat de Productors<\/strong>, on hi ha 25 petits agricultors, i la <strong>Zona de Cooperatives Agr\u00e0ries<\/strong>, amb 9 cooperatives i una m\u00e9s situada al Biomarket-, les <strong>11 empreses majoristes que tamb\u00e9 s\u00f3n productors de proximitat<\/strong> (el 10% de les 123 empreses del Mercat); i <strong>12 majoristes especialitzats<\/strong>, que venen com a m\u00ednim un 30% o m\u00e9s de 4 milions de quilograms de fruites i hortalisses catalanes.<\/p>\n<p><strong>Mupis i cartelleria<\/strong>. Des del mes de desembre i fins a finals de mar\u00e7, les 7 naus del Mercat Central de Fruites i Hortalisses i les zones on es concentra la poblaci\u00f3 de Mercabarna (zona comercial i de restauraci\u00f3) compten amb mupis i cartelleria per donar a con\u00e8ixer la campanya i ressaltar els valors dels productors de proximitat i els seus productes.<\/p>\n<figure id=\"attachment_99209\" aria-describedby=\"caption-attachment-99209\" style=\"width: 1200px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-99209\" src=\"https:\/\/www.bioecoactual.com\/wp-content\/uploads\/2025\/01\/campanya-proximitat-mercabarna.jpg\" alt=\"Mercabarna\" width=\"1200\" height=\"744\" srcset=\"https:\/\/www.bioecoactual.com\/wp-content\/uploads\/2025\/01\/campanya-proximitat-mercabarna.jpg 1200w, https:\/\/www.bioecoactual.com\/wp-content\/uploads\/2025\/01\/campanya-proximitat-mercabarna-768x476.jpg 768w, https:\/\/www.bioecoactual.com\/wp-content\/uploads\/2025\/01\/campanya-proximitat-mercabarna-677x420.jpg 677w, https:\/\/www.bioecoactual.com\/wp-content\/uploads\/2025\/01\/campanya-proximitat-mercabarna-696x432.jpg 696w, https:\/\/www.bioecoactual.com\/wp-content\/uploads\/2025\/01\/campanya-proximitat-mercabarna-1068x662.jpg 1068w, https:\/\/www.bioecoactual.com\/wp-content\/uploads\/2025\/01\/campanya-proximitat-mercabarna-356x220.jpg 356w\" sizes=\"auto, (max-width: 1200px) 100vw, 1200px\" \/><figcaption id=\"caption-attachment-99209\" class=\"wp-caption-text\">P\u00f2sters de la campanya \u2018De Proximitat Mercabarna\u2019<\/figcaption><\/figure>\n<p>S\u2019han creat <strong>5 videop\u00f2dcasts titulats &#8216;Converses de Proximitat&#8217;<\/strong>, en els quals el cuiner i presentador del programa Cuines de TV3, Marc Ribas, entrevista a persones vinculades a la proximitat: pagesos de Mercabarna , experts en salut p\u00fablica, nutrici\u00f3 i restauraci\u00f3, majoristes i detallistes, que expliquen des de diferents vessants els valors dels productors i els aliments de proximitat, la necessitat de recolzar-los, aix\u00ed com de millorar la manera d\u2019alimentar-nos. Aquests p\u00f2dcasts seran difosos entre tota la poblaci\u00f3 de Mercabarna (majoristes i compradors) i entre institucions, entitats relacionades amb l\u2019alimentaci\u00f3 fresca, restauradors, periodistes i influencers, per potenciar la seva m\u00e0xima audi\u00e8ncia.\u00a0El <strong>primer p\u00f2dcast, \u2018El producte de proximitat\u2019<\/strong> ja s\u2019ha dif\u00f3s a <a href=\"https:\/\/www.youtube.com\/watch?v=TU3VYs8C6gc\" target=\"_blank\" rel=\"noopener\">YouTube<\/a> i a <a href=\"https:\/\/open.spotify.com\/episode\/7Lff07dB81Dc4lTbXbR6AI\" target=\"_blank\" rel=\"noopener\">Spotify<\/a>.\u00a0La resta, \u2018Salut i producte de proximitat\u2019, \u2018Innovaci\u00f3 i sostenibilitat\u2019, \u2018Fam\u00edlia Mercabarna\u2019 i \u2018Amics de la gastronomia\u2019 s\u2019aniran publicant cada dues setmanes.<\/p>\n<h3>Mercabarna ven un ter\u00e7 de la fruita i hortalissa catalana destinada al mercat intern<\/h3>\n<p><strong>Catalunya produeix al voltant d\u20191.200.000 tones de fruites i hortalisses a l\u2019any i n\u2019exporta aproximadament un 50%* d\u2019aquests productes<\/strong>. De manera que queden per al consum intern unes 600.000 tones. Al 2023, les empreses del Mercat Central de Fruites i Hortalisses i les de la Zona d\u2019Activitats Complement\u00e0ries de Mercabarna van comercialitzar un total de <strong>2.125.593 tones<\/strong>.<\/p>\n<blockquote><p>5 videop\u00f2dcasts amb \u2018Converses de Proximitat\u2019 recolzen el pla de suport als agricultors<\/p><\/blockquote>\n<p>D\u2019aquest total, la producci\u00f3 catalana va representar un 14,7% (312.387 tones). D\u2019altra banda, d\u2019aquesta comercialitzaci\u00f3 global, les empreses hortofruct\u00edcoles de Mercabarna van exportar un 30% (93.716 tones) i el 70% restant (218.671 tones) el van vendre al mercat intern. Per tant, a Mercabarna es ven un ter\u00e7 de la producci\u00f3 total catalana de fruites i hortalisses destinada al mercat intern.<\/p>\n<p><span style=\"font-size: 10pt;\">*Dada calculada i estimada a partir de les fonts PRODECA (Promotora d\u2019Exportacions Catalanes) i IDESCAT (Institut d\u2019Estad\u00edstica de Catalunya).<\/span><\/p>\n<h4>I a partir de 2025<\/h4>\n<p><strong>Aquest any, Mercabarna acabar\u00e0 les obres de modernitzaci\u00f3 de la Zona de les Cooperatives Agr\u00edcoles<\/strong> que, tal com s\u2019ha fet amb el Situat de Productors, s\u2019est\u00e0 rehabilitant per adaptar-la a les necessitats actuals dels pagesos que porten g\u00e8nere cada dia i dels compradors detallistes que venen a proveir-s\u2019hi. Aix\u00ed mateix,<strong> durant aquest any es refor\u00e7aran les accions dirigides al comprador detallista que acudeix a Mercabarna di\u00e0riament<\/strong>. Quan acabi la campanya s\u2019analitzaran els resultats i es decidiran les accions que s\u2019han de fer de cara al futur.<\/p>\n<ul>\n<li><strong>M\u00e9s informaci\u00f3 a <a href=\"https:\/\/www.mercabarna.es\/\" target=\"_blank\" rel=\"noopener\">www.mercabarna.es<\/a><\/strong><\/li>\n<\/ul>\n<p><a href=\"https:\/\/www.bioecoactual.com\/ca\/subscripcio\/\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>Subscriu-te<\/strong><\/a><strong> a la Newsletter i rep cada mes Bio Eco Actual gratis al teu correu<\/strong><\/p>\n<p><strong><em>Bio Eco Actual<\/em><\/strong>, <em>el teu mensual 100% ecol\u00f2gic<\/em><strong><br \/>\nLlegir <\/strong><a href=\"https:\/\/www.bioecoactual.com\/wp-content\/uploads\/2024\/12\/BioEcoActual_Gener_2025.pdf\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>Bio Eco Actual Gener 2025<\/strong><\/a><\/p>\n<p><iframe style=\"border: none; width: 100%; height: 520px;\" src=\"\/\/e.issuu.com\/embed.html?d=bioecoactual_gener_2025&amp;hideIssuuLogo=true&amp;showOtherPublicationsAsSuggestions=true&amp;u=bioecoactual\" allowfullscreen=\"allowfullscreen\"> <\/iframe><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Mercabarna ha llan&ccedil;at aquest gener &lsquo;De Proximitat Mercabarna&rsquo;, una campanya que busca principalment continuar posant en valor la tasca dels agricultors de proximitat i les fruites i hortalisses que venen a trav&eacute;s d&rsquo;aquest gran mercat. Tamb&eacute; vol recon&egrave;ixer la tasca del petit i mitj&agrave; comer&ccedil; local de barri com a principal prescriptor d&rsquo;aquests productes.<\/p>\n","protected":false},"author":419,"featured_media":99206,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[7164],"tags":[],"class_list":["post-99202","post","type-post","status-publish","format-standard","has-post-thumbnail","category-actualitat"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>&#039;De Proximitat Mercabarna&#039; vol potenciar la pagesia, el producte de proximitat i el comer\u00e7 local - Bio Eco Actual<\/title>\n<meta name=\"description\" content=\"Mercabarna ha llan\u00e7at aquest gener &#039;De Proximitat Mercabarna&#039;, una campanya que busca principalment continuar posant en valor\" \/>\n<meta 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