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Maura Maxwell

BY MAURA MAXWELL

@maurafruitnet

Spanish union calls for national stonefruit brand

Asaja-Murcia says creation of national brand would galvanise Spainís offer and boost access to new markets

Spanish union calls for national stonefruit brand

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A producer union in Murcia is calling for a new brand to be created for Spanish stonefruit in order to strengthen its positioning in export markets.

Asaja Murcia said that Spain lacked a powerful image and should follow the same example as its competitors in establishing a high profile national stonefruit label.

“Other countries like Chile, Argentina and Morocco have reinforced their brand image and we need to do the same in order to improve our competitiveness in the international markets,” said secretary general Alfonso Gálvez.

“We need a galvanise the sector and create a more united offer so that we can respond to the needs of today’s globalised market.”

At the same time, Gálvez noted that the creation of a national stonefruit brand would boost Spain’s efforts to access new markets in Asia and the Middle East.

The profitability of the Spanish stonefruit sector has been seriously eroded in recent years. Despite producers’ best efforts to diversify their export markets in the wake of Putin’s ban on European fruits and vegetables, they have been unable to offset the volume that was previously absorbed by the Russian market.

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