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Spain: Cítricos Valencianos leads by example with international promotion

The fruit and vegetables exporter Gruventa has praised the brand Cítricos Valencianos as an excellent example in agro-food internationally. For Fermín Sánchez Navarro, general director of Gruventa, "citrus companies in the Region of Valencia, together under the PGI Cítricos Valencianos, have been working on promotion and becoming international for many years, and we should follow their example, as our horticultural sector would make a lot more progress and become more competitive in every way."

Additionally, the firm's representative stressed how "fundamental it is to boost the international status of citrus in Eastern Europe and Russia, which should be one of the main objectives in the short and medium term."

Promoting brand strategies
Gruventa's executive also states that "the Spanish agro-food sector needs to promote brand strategies, as quality brands like the PGI Cítricos Valencianos and the Designation of Origin Kaki de la Ribera del Xúquer have already done. We should learn from those entities' lines of action, which have taken their products to a much better international position in recent years."


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