Chef Albert Adrià (4 Michelin stars and National Gastronomy Award 2017 for Best Chef) has confessed to being "a pomegranate enthusiast." The chef made this statement to mark the beginning of Elche's Mollar pomegranate campaign. He sponsored the symbolic cut of the first pomegranate of the season.
For Adrià, pomegranates "are a fetish product, and now that the season is around the corner, I have told my co-workers that we have to do things (with them), because we always use the best products at the best time." He added that it is a "honor being the sponsor of Elche's Mollar pomegranate."
5% more production
For his part, the president of the Protected Designation of Origin Granada Mollar de Elche said that "the campaign is starting with hopeful prospects. This season, the PDO expects a 5% increase in the production, so the total volume of protected fruit in the area (40 municipalities in the regions of L'Alacantí, Baix Vinalopó and Vega Baja) will amount to around 52,000 tons.
Francisco Oliva said that the campaign will be good in terms of quality and added that even though the lack of rain during the spring has had an impact on sizes, the latest rains have had a very beneficial effect, because the fruit was in the final stages of development and the calibers have consequently increased.
From a commercial point of view, Francisco Oliva pointed out that they are noticing increasingly more competition due to the growth in the production and the launch of new varieties, although he emphasized that the Mollar from Elche "is still unique and special."
"The Mollar pomegranate from Elche gives consumers a quality guarantee, since it is protected by a Designation of Origin. It stands out by its color and its flavor is also truly appreciated. Behind each fruit, there are hundreds of expert families, a centuries-old tradition and the best conditions for the crop's cultivation."
Therefore, the president of the PDO says that "although we are concerned about competition, it does not scare us, because we have the best weapons to face it."
"We will work tirelessly to defend our pomegranates in each and every market. We will continue making a great effort in promotion, so that consumers can continue enjoying the quality of our fruit."
During the event, an award was presented to Maxime Lafranceschina, a French fruit grower who was given the highest distinction for the sector in France (Meilleurs Ouvrier de France Primeurs), and who is part of the France5 team that is filming a documentary about pomegranates.
The Mollar pomegranate from Elche
The Mollar pomegranate from Elche accounts for more than 75% of the national pomegranate production. The area is the largest producer in Europe and the first in the world when it comes to the Mollar variety.
The fruit is harvested during the month of October and the marketing period lasts approximately until the month of January.
Elche's Mollar pomegranate is characterized by its sweet flavor, its soft, edible arils and its color (it is not as red as other varieties), which oscillates from cream to intense red, depending on its exposure to the sun while on the tree. Since January 2016, the Mollar pomegranate from Elche has been marketed under the seal of the Protected Designation of Origin, which guarantees the fruit's quality, its history, tradition and culture, and the fact that it has been subjected to more controls than any other pomegranate.