Aldi is to start selling oranges with the ‘Naranja de Valencia’ (Valencia orange) label in its 75 stores throughout the Valencia Community.
The German discounter said the brand, created by three Valencian producers and the Cítricos Valencianos PGI, reflected its commitment to local sourcing.
“Our philosophy is to offer the best products from all over Europe. At the same time, we want to provide a good selection of Spanish products sourced locally from each region, that we can offer the consumer at the fairest price,” the chain’s national purchasing office said.
“By partnering with Naranjas de Valencia we are demonstrating our commitment to offering the quality, freshness and differentiation.”
Abel Alarcón, president of the association that promotes the label, said: “The Aldi deal provides an opportunity to supply consumers in the three provinces of the Valencian Community with an excellent product in an elegant presentation”.
The three companies behind the label are Tresfrut, Germans Fuster and Brío.