Valencia rolls out official avocado brand

The Association of Avocado Producers (ASOPROA) has unveiled the new ‘Aguacate Valenciano’ brand, described as a long-term bet on the future of the crop in the Valencian Community.

Presented at the headquarters of AVA-ASAJA, the label is officially authorised by the regional government and aims to strengthen product differentiation, competitiveness and positioning in domestic and export markets.

New identity and promotion tools

The visual identity features an avocado incorporating the colours of the regional flag, underlining its origin. The launch included new retail packaging and a promotional video focused on quality, proximity and sustainability.

The project will also roll out a multilingual website detailing varieties, sales points and technical information for trade and consumers.

Sector growth and backing

Producers underlined the need for stronger coordination to sustain expansion, noting that around 90% of avocados consumed in Europe are imported, leaving room for domestic growth.

The Valencian Community currently has 4,200 hectares under avocado, with roughly 300 hectares added each year. If this pace continues, the area could double in the coming years.

Regional authorities confirmed €20 million in support to strengthen the crop’s competitiveness and quality profile. The branding strategy is framed as a long-term investment built on strict controls and sustainable practices to reinforce consumer confidence and market positioning.

source: avaasaja.org

photo: projar.es