He is Nicolás Chica, the Secretary General of the Union for Small Farmers and Ranchers in Granada. Copy translation: "Consuming Fruits and Vegatables of Spain is...Natural. And those of Granada Exceptional." Here's the TV spot from the campaign, where he is also naked. I'm assuming this effort was in response to the e-coli scare there earlier this summer. But I'm now scared in a different way. Note the big cucumber on the left. The Spanish are known for randy political ads, for example: This graphic boob-groping poster (nsfw), and this socialist TV spot which equated voting to orgasming. (turn volume down if you're at work).