The cork industry is preparing a €20m advertising campaign using cork's 'scientific background' to convince the public of its benefits.
From April 2010 to June 2011 the Portugese, via Apcor, the Portugese Cork Association, will run promotions via TV, radio, press, wine fairs and the web.
FULL STORY HERETwelve million euros have been earmarked for the UK, France, Germany, Italy and the United States. Each country will run its own campaign, with the common message that cork is a traditional but innovative and sustainable industry.
What really caught my eye was the amount of cork production that is used for corks.
The cork industry grossed €2.09bn in 2007/8, of which cork closures represented more than €1.7bn, or 80%.