EUsalt: A Far Greater Resource Than Just a Table Seasoning

The importance of salt in our lives is not limited to food and feed and the health sector, but is highly important in the chemical, transport, and energy industries. A strategic business for the European economy, the proper representation of the values and benefits of salt often clashes with misinformation and misinterpretations in its public perception. EUsalt was created in 1958 to represent European producers and educate them about the values and benefits of salt. Today, the association represents companies from 19 countries in Europe and other continents, and almost 90% of total salt production in Europe. We spoke to Adriana Nosewicz (on the right), Managing Director of EUsalt, about the socio-economic and environmental benefits of salt production, innovation and sustainability in the sector as well as the #NoSalternative communication campaign.
 

How did the #NoSalternative project came about? How was it imagined, and what goals did it aim to fulfil?

The idea of the #NoSalternative campaign was prepared in the last months of 2022, to educate and communicate the benefits of salt as well as the different uses in people’s daily lives. Members decided to go for a more humoristic communication to create a more dynamic interaction between the industry, policymakers and stakeholders connected to the Brussels bubble. We were in touch with a communication agency in Brussels that produced the videos and helped promote them through social media platforms. The drafting and production process started in early 2023, when the EUsalt Board decided on the scripts, scenes and dynamics. The campaign ran from November 2023 to February 2024, with one video a week accompanied by a teaser trailer, with four million advertising impressions, a remarkable total of 118,693 interactions and over one million views.

How are you currently tackling the problem of misinformation and changing the wrong perception of salt through your actions and marketing campaigns?

Salt is a vital part of people’s lives not only as a seasoning ingredient but also as a water treatment product, medicine, and chemical ingredient, as well as for road safety during winter. EUsalt is also working with the Iodine Global Network (IGN) and the World Health Organization (WHO) concerning the promotion of iodised salt and its integration into Europeans’ diets. Iodine is essential for thyroid health, brain development, and overall well-being, and salt iodisation remains the main strategy to ensure adequate intake across the WHO European Region. EUsalt is proud to have contributed to the WHO and IGN report, ‘Prevention and control of iodine deficiency in the WHO European Region’, highlighting the importance of salt iodisation in tackling non-communicable diseases.

How can the sector point the way to energy selfsufficiency and economic independence for Europe, while at the same time strengthening sustainability?

The salt industry is uniquely positioned to play a pivotal role in Europe’s path toward energy self-sufficiency and economic independence, all while bolstering sustainability. The recent developments about different sodium-ion batteries underscore the potential of this mineral to revolutionise energy storage. This presents a significant opportunity for Europe to reduce its reliance on imported raw materials and potentially bolster its domestic battery production capabilities. The salt industry can further contribute to Europe’s energy independence by supporting the growth of renewable energy sources. Salt caverns can be utilised for energy storage, effectively addressing the intermittent nature of solar and wind power.

Innovative projects capturing essential raw materials have also been in place for several years. There are operations able to recapture essential minerals such as mineral from salt bittern, for example. Lastly, the exploitation of sea salt contributes to the development of biodiversity with fauna and flora specific to wetlands. The spatial organisation of the ponds and their different depths and salinity levels favour the development of a variety of microenvironments and microorganisms which are attractive to a wide range of bird and fish species. This kind of habitat for communities of salt-tolerant vegetation and aquatic invertebrates is rarely found in other types of environments.
 

What kind of relationship does your sector maintain with technology and the automation of work processes?

How are your members innovating and paving the way for a more modern and up-to-date industry? Automation has become a key driver of transformation in the salt sector. Modern salt works and production facilities increasingly use automated machinery to streamline operations, from mining and extraction to packaging and logistics. This reduces reliance on manual labour for repetitive and potentially hazardous tasks, ensuring greater safety for workers while improving productivity. Beyond automation, the salt industry is embracing innovation to promote sustainability and modernise production processes. European producers are investing in technologies that reduce the energy used in salt production. It is also worth mentioning that water treatment technologies that use salt are being refined to improve the efficiency of household appliances, reduce energy consumption, and extend appliance lifespans – supporting both environmental goals and consumer needs. These innovations enhance salt production’s environmental sustainability and align with the European Union’s broader climate goals. It is how the salt sector contributes to the REUSE principle.

How is EUsalt looking at a wide range of digital tools and technological resources and utilising them within its framework?

During the COVID-19 pandemic, EUsalt implemented webinars and online events to give the possibility to all members and stakeholders to join the policy discussions. In recent years, the association restarted the in-person meetings via its annual events, which normally occur once a year in a designated country depending on members’ proposals. We found that this in-person approach better increases participation and networking opportunities among members and stakeholders. In terms of other tools, EUsalt will continue to explore digital communications, such as short videos and dynamic content.

What are the highlights regarding education and training proposals for your membership?

EUsalt offers different opportunities for members to take part in policy discussions and promotes active participation in events and these meetings. Our members can participate in Committee meetings depending on their area of production and interest, often accompanied by a talk or presentation by an expert or an external specialist on a specific topic. The EUsalt Innovation Award, for example, specifically aims to recognise EUsalt members’ commitment and initiatives in the area of innovation by providing a platform to showcase best practice models for the industry. During the EUsalt’s annual events, the membership and interested stakeholders can participate in a full-day conference where speakers from different backgrounds present their latest work and research. During this day, the members can also showcase their projects through the Innovation and Safety Awards, a competition designed to highlight innovative projects and initiatives carried out by EUsalt members. At the end of these days, participants are invited to a site visit of a mine or sea salt plant depending on the location.