València, (EFE).- The President of the Generalitat, Ximo Puig, has highlighted the importance of the unity of the citrus sector to facilitate a “new renaissance” of Valencian citrus fruits, considered the “best in the world”, and a pointed out that the Consell has promoted, in collaboration with the sector, the creation of the “Naranja Valenciana” brand and the development of a promotional campaign to strengthen the presence of citrus products from the Valencian Community in the markets.
Ximo Puig presented, in an act held at the Palau de les Comunicacions, the ‘Valenciana’ brand associated with oranges and clementines, registered by the Consell Regulador IGP Cítrics Protegits, which identifies the quality label for citrus fruits grown in the Community Valencian.
Accompanied by the Minister of Agriculture, Isaura Navarro, the President stressed that this brand, an initiative of the Generalitat, seeks that the rest of Spain and Europe connect citrus fruits with the Mediterranean and the territory Valencian, since these “extraordinary” and “enormous quality” products are part of the identity of the Community and represent “the best attributes of Valencian society, which are effort, work, quality and the desire for brotherhood “.
Identify points of sale
He pointed out that the “Valencian” label associated with oranges and clementines will make it easy to identify products grown in the Valencian Community at points of sale.
The president also argued that this brand, designed by the Lavernia & Cienfuegos studio, will be accompanied by an advertising campaign, imagined by AGR Food Marketing, which begins this year and is intended to continue with a larger budget each year.
The campaign, whose motto is “Tria sentiment”, is promoted in collaboration with the IGP Regulatory Council, and will first be developed in the Community, then extended to the rest of Spain and next year to the countries of the EU. The first two phases have a budget, each of them, of 500,000 euros.
Specifically, this promotional initiative has two objectives: to increase the consumption of oranges and to strengthen the identification of oranges with the Valencian Community. In fact, the Valencian territory produces 2% of the world’s citrus fruits and concentrates 14% of world exports.
This is to facilitate the identification of the Valencian product and to offer the market this seal of quality, explained Puig, who insisted on the unity with which the citrus sector acts in different areas, also in the design of this brand, to ensure that the Valencian countryside increases its profitability.
The General Director of Institutional Promotion, Fernanda Escribano, for her part, pointed out that the identification marks of the Valencian orange and clementine can already be seen in a few weeks in the points of sale, and will mean bringing a “true big project”. ” of a “small label” to bring to the markets the guarantee of quality of a product that “is part of the DNA” of Valencian men and women.