Asoproa launches its first promotional campaign for the Valencian avocado's Aguacates CV brand

The Association of Avocado Growers (Asoproa), promoted by the Valencian Association of Farmers (AVA-Asaja), has launched its first promotional campaign for the Aguacate CV brand, the quality label authorized by the Generalitat Valenciana. This campaign, unveiled at the Fruit Attraction fair, aims to establish the Valencian avocado as a product of excellence and a key part of the region's future agricultural landscape.

The comprehensive redesign of the brand is among the announced actions, aimed at strengthening its visual identity and creating a closer connection with the product and the region. This new image will support the entire communication strategy and serve as a main reference for conveying the values of excellence, proximity, and sustainability.

© Asoproa

The campaign, supported by various aid programs from the Regional Ministry of Agriculture, Water, Livestock, and Fisheries, also involves developing a multilingual web portal that will include a directory of sales points and showcase the producers' offerings. It will feature participation in trade fairs and sector events, the production of communication materials to strengthen brand awareness, the publication of technical and scientific content to highlight the quality of Valencian avocados, and actions in both national and international media.

The goal is for "the Valencian avocado to occupy the place it deserves: that of a product of excellence," and stressed that this effort "is a commitment to producers and operators, an opportunity to create employment and wealth, and above all a guarantee for consumers, who will be able to identify in CV Avocados a seal of trust, proximity, and excellence," stated The President of Asoproa, Celestino Recatalá.

"We're heading in a positive direction to help growers dedicated to this crop achieve decent and lasting profitability. With our climate, land, and hard work, we can lead the way in avocado growing in Europe, alongside Andalusia," stressed Cristóbal Aguado, President of AVA-Asaja.

During the closing, Regional Minister Miguel Barrachina said, "This new brand shows avocado is no longer exotic but a commitment to our growers' future." He highlighted that "its seal guarantees certified fruit reaches Europe in 48 hours, a value over overseas imports. This brand signifies consumer confidence and grower efforts in the Region."

"We need more initiatives like this to proudly showcase who we are and what we offer. Valencian produce doesn't need embellishment: It has a name, a history, and enough quality to dominate any market. We need to believe in it and defend it collectively, with the support of institutions. Less self-doubt, more pride. More campaigns, promotion, and momentum for our product," stated Vicent Mompó, President of the Valencia Provincial Council.