Spanish Industry Reaches Out To Youth With Third Canned Tuna Campaign

Spanish processors’ organization Anfaco-Cytma is bringing back the ‘La Matriculata’ campaign to promote canned tuna and other seafood among college students across Galicia as a healthy, affordable, and easy-to-cook item. In its third edition, the initiative will feature a range of programs designed to engage younger consumers and falls under its Cata la Lata campaign. Anfaco has repeatedly called out the drop in seafood consumption in Spain, and this year began fiercely promoting tuna and other fish with many campaigns, including Cata la Lata.

The ‘La Matriculata’ food truck will visit seven university campuses in Galicia, from September 21 to October 1, and will provide free tasting sessions for students. Anfaco-Cytma made a recipe book featuring simple, modern canned seafood ideas tailored to different moments in university life, from quick meals for study days to dishes for sharing, treating yourself, or regaining energy. The goal is to show young consumers that canned fish and seafood can become an ally in solving everyday meal challenges in simple and versatile ways, adapting to different moments, plans, and moods, according to an Anfaco-Cytma statement. Some of the recipes are a light tuna bagel, an Atlantic poke bowl with tuna and mango, along with squid, mackerel, and mussel dish ideas. ‘La Matriculata’ was launched in September 2024.