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Proximity: the sustainable factor that consumers value the most

"Six out of ten citizens want to buy more proximity products and local brands"

The Citricos Valencianos Protected Geographical Indication participated in the twenty-third edition of the AECOC Fruit and Vegetable Congress that was held in Valencia. with Health and Sustainability as central axes


AECOC 2021 Congress.

“The AECOC Fruit and Vegetable Congress is, without a doubt, a benchmark for the Spanish fruit and vegetable sector. Therefore, it is enormously interesting for Valencia's citrus sector. Up to 12 operators registered with the IGP attended this edition: Bagú, Bollo, Brío, Cañamás Hermanos, Frutas Tono, Frutínter, Germans Fuster, Morales Júcar, Naranjas Torres, Tresfrut, Cheste Agraria Coop.V., and Exagro Coop. V., which just goes to show the sector's growing interest in said Congress,” stated the managing director of IGP Cítricos Valencianos, Jose Enrique Sanz.

"In this edition, the large distribution chains have insisted on creating an emotional bond with the consumer, on showing them that they take care of their own, as consumers are saying they will buy more local products," he added.


IGP Cítricos Valencianos, Víctor Fuster, and Jose E. Sanz.

The importance of communication
“The different guests invited to the round table about the importance of communication have agreed that the fruit and vegetable sector has an advantage over ultra-processed products regarding their health reputation and that they should take advantage of this by carrying out joint advertising and communication campaigns. The media is increasingly segmented and this means that we have to invest more to reach consumers who have been fragmented into different niches,” he stated.

According to Pablo de la Rica, AECOC's Knowledge Retail Manager, “one of the challenges that the industry faces is identifying what consumers understand by sustainability, and one of the most successful concepts in this area is that of proximity. Six out of ten citizens want to buy more proximity products and local brands. They understand that taking care of the environment is the best way to take care of the planet.”

“We are facing an auditing consumer. The mobile phone has empowered citizens who have all the information at their fingertips. They don't hesitate to search for it, judge products, and publish their opinions on social networks. Food-related companies must bet on transparency,” stated Pablo de la Rica.

Healthy and sustainable product
Marta Munne, the commercial and marketing director of AECOC, insisted on highlighting the consumer's tendency to seek healthy and sustainable products, demanding quality and freshness; local products that require less transport and that allow them to help local producers.

For more information:

IGP Cítricos Valencianos
Guillem de Castro 51, pta. 8
46007 Valencia (España)
Tel.: +34 963 15 40 52
www.citricosvalencianos.com


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