The professional agricultural organization, Asaja, pointed out how essential it is for the European Union and the Spanish Ministry of Agriculture to launch a promotional campaign for Murcian lemons in Central Europe and Russia.
Asaja Murcia's general secretary, Alfonso Gálvez, explained that "lemons from the Region need a strong promotional and communication campaign, allowing us to relate their many great characteristics and health benefits in Central European markets, and especially in the Russian market, where consumption of this citrus fruit is on the rise."
Gálvez says that it is essential to increase the consumption of Murcian lemons in countries such as Germany, France, the UK, the Netherlands and Belgium, at least by 40%, and to do that there should be an ambitious promotional campaign lasting for at least 5 years, using means such as free tastings at points of sale and advertising in specialised publications and European TV channels.
Consolidating distribution channels
Furthermore, Asaja's representative stressed on the fact that "with this campaign we must improve distribution channels for our lemons, as well as attempt to position ourselves better in terms of international distribution."
Source: Murciaeconomia.com
Within this same context, Gálvez Caravaca pointed out that "as a second step, we will need to consider promoting our lemons in the US market, which has great potential for the consumption of this product."
Source: Murciaeconomia.com