Spain, Catalonia launches new quality brand

Citrus fruit, most of all clementines, from the river Ebro area (around Tarragona) will be the first products to be marketed under the “Catalunyam” brand, a pilot project promoted by the Catalan government together with producers. This decision was taken mainly to alleviate the crisis the sector is experiencing since a few time. At first the project will develop on the marketing of “Catalunyam” citrus fruit in twelve city markets of Barcelona; then the sales will be extended to other Catalan towns. “’Catalunyam’ brand will allow producers to better approach consumers and promote the advantages of consuming local products”, one of the promoters of the initiative explained. “Our products respect sustainable regulations, while so far our markets were supplied with goods from other countries that we are not sure do comply with those standards”. Furthermore, through this new marketing approach the producer can sell to the final consumer as directly as possible, reducing the mediator chain while adding more value to the product and returns to the producer”, the expert concluded.