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Growth, internationalization and bet on large-scale distribution

Spain: PGI Cítricos Valencianos considers 2018 a good year, despite the crisis

The regulatory council of the Protected Geographical Indication (PGI) Cítricos Valencianos considers 2018 a good year with both "growth and internationalization," highlighting its "firm commitment to large-scale distribution." In fact, twelve supermarket chains have already been working with the PGI in the past year, ten more than in 2016.

In a statement from the PGI, its managing director, José Enrique Sanz, has said that they are "very happy with the evolution" of their "quality brand," since "it is gaining an increasingly stronger position in the large retail sector at national level."

Sanz also said that the 2018-2019 campaign "is being very difficult for the citrus sector in general, both for producers and operators," because "several factors have coincided, both in the fields of production and marketing, causing it to be one of the worst seasons in recent years."

"We have had a high production of the main varieties, such as Navelinas and Clemenules," he pointed out. "This has led to a greater availability of small and medium sizes, with the added difficulty that this entails." Moreover, this factor "also causes the depreciation of the products intended for processing, preventing the operator from offering better prices at origin."

The manager of Cítricos Valencianos has said that "competition from third countries is being a key factor in the collapse of prices."

"It is unfair, for many ethical and legal reasons, that countries such as South Africa or Egypt have easy access to Europe at a time when citrus fruits produced in Spain are also available and meeting high food safety standards," stressed Sanz.

Regarding the entity's future, the manager has said that he is quite optimistic, since "the consumer is increasingly sensitive to nutritional issues, reading the label more and more often, and in the case of citrus, they also consider the fruit's origin very important."

He also reported on the development of a promotional campaign with twenty other regulatory councils. The goal is to provide information to consumers about the PGI and PDO (Protected Designation of Origin) labels. This will be done through written and digital press, social media and cooking channels on TV.

"I am certain that, in the next few years, the two seals will gradually become more relevant for the consumer," said Sanz.

He explained that "the Naranja de Valencia brand project is consolidating, with it hitting more and more store shelves each year."


Source: EFE

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