At Cricket, a leading brassica brand, we wanted to bring the musical and cultural experience closer to everyone, without distinction. Once again, we showed that our commitment goes far beyond the products we grow. At this latest edition of the Fortaleza Sound festival, held in Lorca, we not only returned as official sponsors, but also reaffirmed our social commitment by supporting the accessibility area and enabling people with disabilities to fully enjoy the event.

“It has been an outstanding success,” said our Director of Communication, Antonia Piernas. “The public’s response has been truly moving. At Cricket, we believe culture should be a right, not a privilege. That’s why supporting accessible spaces, where no one is left out, is essential to us. Because true strength is also inclusion.”

As part of our participation, we designed a very special brand activation. Inside the festival grounds, we set up a stand–photocall featuring a giant weight, inviting attendees to pose as if they were lifting it, under the slogan ‘We Harvest Strength.’ The action quickly became one of the most popular at the event: more than 800 people stopped by our space to take a photo and take home a keepsake from the festival.

But the experience went far beyond a simple image. From the very beginning, we conceived the stand as an inclusive space, equipped with an access ramp that allowed people with reduced mobility to participate. This approach led to one of the most emotional moments of the weekend: the visit of Alexandra, a young girl with cerebellar hypoplasia, who came to the stand accompanied by her parents. With a radiant smile and boundless energy, Alexandra posed next to the giant weight, perfectly embodying the values of effort, joy and resilience we wanted to convey.

“It was a moment that reminded us why we do what we do. Alexandra showed us, through her attitude, what true strength really means: joy, courage and the desire to live every moment to the fullest,” shared our Director of Communication, visibly moved.

Our participation in Fortaleza Sound is part of a brand strategy focused on generating positive social impact. “Our mission is not only to feed people, but to offer real health through what we produce,” our Director explained. “And that also means taking care of the environment, of people, and of their right to enjoy life. Because if the countryside teaches us anything, it’s that growth only makes sense when it is shared.”

This initiative reinforces our positioning as a brand connected to social reality and committed to collective well-being. For us, investing in accessibility is a natural step in the way we understand corporate responsibility—not as an add-on, but as an essential part of our identity.

Beyond its on-site impact, the action also achieved wide visibility on social media, thanks to the images shared by attendees with the giant weight, further amplifying our message of inclusion and closeness.

Ultimately, we demonstrated that brand communication can be fun, participatory and, at the same time, deeply meaningful. Our presence at Fortaleza Sound was not just about visibility, but a clear statement of intent: to be where people are, to support what truly matters, and to keep cultivating real values—alongside our vegetables.