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The product's proximity as a strategic element, highlighted at 24th edition of the AECOC Fruit and Vegetable Congress

"20% of consumers consider it very important for fresh produce to be local produce"

The Protected Geographical Indication "Cítricos Valencianos" has participated, once again, in the twenty-fourth edition of the AECOC Congress of Fruits and Vegetables, held in the city of Valencia and praised for its "professionalism and dynamism."

José Enrique Sanz, managing director of the PGI "Cítricos Valencianos", "wished to highlight the speech of Ignacio Biedma (Retailer Account Development Manager at Nielsen), where he analyzed "the FMCG and Fruit and Vegetables Markets". He talked, among other topics, about short-term consumer trends, such as health and personal wellbeing, as well as the habit of choosing proximity and local produce; factors of utmost importance for the consumer. In fact, he commented that the Designations of Origin and PGI will grow in the coming years. These seals reinforce the value of the brands, and over time, the DO's and PGI's also become a brand themselves. In fact, he pointed out that 20% of consumers consider it greatly important for fresh produce to be local produce."

Product proximity is essential
In the same line, José Enrique Sanz considered it important to mention "the round table 'Value, innovation and differential experience in the (fresh produce) section', featuring the retailers Consum, Plusfresc and Aldi, all three of which agreed that the product's proximity is strategically important. Consum and Plusfresc are clearly committed to certifications of origin that guarantee freshness, quality and differentiation."

Sponsorship of María Fernández's presentation
The PGI "Cítricos Valencianos" sponsored the presentation "Surf the wave of uncertainty" by María Fernández (personal, executive and team coach). María showed the attendees how an obsessive focus on objectives, determination and adaptability are great allies in surfing the current wave of uncertainty and becoming great leaders.

A leading event for the Valencian citrus sector
According to the head of "Cítricos Valencianos", "the AECOC Fruit and Vegetable Congress continues to be a leading event for the Valencian citrus sector. In this edition, up to 14 operators registered in the PGI have attended: Algitama, Bagú, Bollo, Brío, Cañamás Hermanos, Frutas Tono, Frutínter, Germans Fuster, Morales Júcar, Serifruit, Naranjas Torres, Xeraco Fruit, Cheste Agraria Coop.V. and Exagro Coop. V., and with Anecoop representing the rest of the cooperatives; a fact that shows the sector's growing interest in this Congress."


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