McDonald's, the leading global food service retailer, is serving a brand new "Veggie Clubhouse" hamburger with Peruvian quinoa as a way to give consumers a new healthy and nutritious product option, Peru’s Ministry of Foreign Trade and Tourism (Mincetur) informed.
According to Minister Magali Silva, "Veggie Clubhouse" has become the first product at the fast food restaurant to include the Andean grain in its preparation.
McDonald's currently has more than 1450 establishments in Germany and receives nearly one billion visits a year.
Peruvian quinoa exports to Germany totaled US$3.1 million in the first half of 2015, up by 14.1% compared to the same period in the previous year, an improvement driven by an intense and ongoing promotion of such grain, she indicated.
Campaign
McDonald's started an ambitious marketing campaign in order to publicize its new product, which is expected to draw the attention of vegetarian consumers and people who eat little meat in Germany.
According to the Peruvian Trade Office in Hamburg (OCEX Hamburg), 7.8 million people avoid meat in Germany, that is, 9.5% of the total population; and the number keeps on growing.
The promotional video nutritional puts on display the nutritional qualities of the grain. Also known as Inca or Andean rice in Germany, quinoa is presented as "super-food" coming from Andean countries and consumed since Inca times.
Its rich content of proteins, vegetables, amino acids, minerals and vitamins is also emphasized in the ad.
It is important to mention that 2013 was declared as the International Year of Quinoa and the NASA (National Aeronautics and Space Administration in USA) has used it in the preparation of astronaut’s food for more than 20 years.
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Published: 8/27/2015