The President of the Generalitat, Ximo Puig, presented in an event held at the Palau de les Comunicacions the ‘Valenciana’ label, a quality seal registered by the IGP Citrus Protegits Regulatory Council that identifies the citrus fruits grown in the Valencian Community. Isaura Navarro, the Minister of Agriculture, Rural Development, Climate Emergency, and Ecological Transition, also attended the event.
The goal of this label, which is an initiative of the Generalitat, is for Spanish and European consumers to associate citrus with the Mediterranean and the territory of Valencia. "These extraordinary and high-quality products are part of the identity of the Community and represent the best attributes of Valencian society: hard work, quality, and fraternity," stated Ximo Puig.
The ‘Valenciana’ label associated with oranges and clementines will make it possible to easily identify products grown in the Valencian Community at points of sale.
Tria sentiment
The campaign, which is promoted by the Generalitat and the IGP Regulatory Council, will be first developed in the Community, then extend to the rest of Spain, and next year, to EU countries. The motto of the campaign is ‘Tria sentiment’ ('Choose feeling' in Catalan). The first two phases have a budget of 500,000 euro each.
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 cultivates 2% of the world's citrus fruits and concentrates 14% of global exports.
The goal is facilitating the identification of the Valencian product and offering the market this seal of quality, Puig stated while stressing the joint work of the citrus sector in different areas, including the design of this label, to increase the profitability of Valencian citrus.
The Director General of Institutional Promotion, Fernanda Escribano, highlighted that consumers would be able to find the label identifying the Valencian orange and clementine at the points of sale in a few weeks. This label will be a guarantee of the product quality that is part of the DNA of the Valencian community, she added.
Source: comunica.gva.es