In the presentation, the Mayor of l'Alcúdia, where the Regulatory Council has its headquarters, emphasised the importance of kaki cultivation both for the town and for the other municipalities in the area of La Ribera, as well as the relevance of the kaki campaign in terms of employment and wealth generation in the area.
Later, there was a presentation of the promotional campaign planned for this year in Spain, which will focus on positioning the brand of the Regulatory Council: Persimon. In recent years, people have started recognising the product by the Persimon brand, although there is still a big lack of knowledge about it, so its promotion will be carried out in Spain's major cities. There will be plenty of advertising outdoors, at railway stations and in bus lines reaching a total of more than 1,000 impressions, most of them in a digital format for greater impact. The prospect is to reach more than 8 million consumers, covering over 80% in cities such as Madrid or Barcelona. Emphasis was also placed on the importance of labelling the fruit so that the consumer can recognise a product of differentiated quality, as is the case of the kakis with the Designation of Origin Kaki Ribera del Xúquer.
For his part, the president of the Regulatory Council briefly reviewed the history of a crop that only had a small niche a few years ago, and how the cooperatives of the area saw potential in it, to the point that it has become a well-recognised product, both in the domestic and international markets, even though it has been necessary to make a great promotional effort that will have to continue in the coming years. More than 140,000 tonnes are expected to be produced in the coming campaign, which is a slight increase compared to the previous year. Worthy of note is that the efforts made in recent years have gradually resulted in large retailers demanding only the product under the Designation of Origin, to the point that German or UK chains have organised promotional campaigns that highlight the origin of the kakis.
Lastly, the Councillor of Agriculture, Elena Cebrián, stressed that the sector has all the support of the Council for the development of this crop, which has become a flagship product in the sector.
For his part, the president of the Regulatory Council briefly reviewed the history of a crop that only had a small niche a few years ago, and how the cooperatives of the area saw potential in it, to the point that it has become a well-recognised product, both in the domestic and international markets, even though it has been necessary to make a great promotional effort that will have to continue in the coming years. More than 140,000 tonnes are expected to be produced in the coming campaign, which is a slight increase compared to the previous year. Worthy of note is that the efforts made in recent years have gradually resulted in large retailers demanding only the product under the Designation of Origin, to the point that German or UK chains have organised promotional campaigns that highlight the origin of the kakis.
Lastly, the Councillor of Agriculture, Elena Cebrián, stressed that the sector has all the support of the Council for the development of this crop, which has become a flagship product in the sector.