The Region of Murcia, Spain is a leading exporter of broccoli, with foreign sales accounting for 80% of the national total in 2022. The region cultivates broccoli over 13,400 hectares, primarily in the Guadalentín Valley, and produces around 201,000 tons. Consumption in Spain has increased to over 2 kg per capita per year, up from 200 grams in 2010, thanks to the promotional efforts of +Brócoli. Despite drought conditions, the association continues its efforts to promote broccoli consumption and improve its perception nationally and internationally. The XIV General Assembly of +Brócoli received support from various companies and presented projects aimed at increasing broccoli consumption.