Juan Pinel Gastronomic Ambassador in De Bon de Veres

The Consell de Mallorca has launched the tourism and cultural campaign “De bon de veres”, an initiative that aims to highlight local products, sustainability, and Mallorcan identity through a more authentic and conscious vision of tourism.

The campaign is promoted by the Department of Tourism and the Responsible Tourism Foundation of Mallorca, and features well-known figures from the island’s gastronomy and culture such as chef Juan Pinel, chef Margalida Alemany, and singer Jaume Anglada.

The slogan “De bon de veres”, a popular Mallorcan expression meaning something authentic or “real”, remains untranslated in order to preserve its cultural and emotional identity. According to the Consell, the goal is to convey that consuming local products is not only a purchasing decision, but also a way to connect with Mallorca, its traditional crafts, landscapes, and lifestyle.

The presence of Juan Pinel, chef of l'Àtic Restaurant at Hotel Saratoga, as ambassador particularly strengthens the connection between gastronomy, territory, and authenticity. His participation represents a commitment to cuisine linked to local produce and to the values the campaign seeks to promote: quality, sustainability, and local roots.

Visually, the campaign is structured around two main ideas: on one hand, showcasing local products integrated into everyday life in Mallorca — markets, small businesses, traditions, and consumption habits — and on the other, highlighting the artisanal work and production processes behind each product.

In addition to being promoted in Mallorca, the campaign will also have a presence in strategic international markets such as Spain, Germany, and the United Kingdom through newspapers, radio, magazines, and digital media, with funding provided by the Balearic Sustainable Tourism Tax.

“De bon de veres” is positioned as a new narrative for Mallorca: an island seeking to move away from traditional tourist clichés and promote a more human, sustainable experience connected to its true essence.