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Maura Maxwell

BY MAURA MAXWELL

@maurafruitnet

New campaign shines spotlight on Valencia citrus PGI

€1m Open your eyes. Enjoy! campaign aims to raise visibility to foods with geographical designation

New campaign shines spotlight on Valencia citrus PGI

The campaign has a budget of around €1m

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The Cítricos Valencianos (Valencia Citrus) PGI is to take part in a new marketing initiative to promote PGI and PDO-branded Spanish foods.

‘Abre los ojos ¡disfruta!’ (Open your eyes. Enjoy!) is a three-year campaign organised by Origen España. It has a budget of around €1m, of which the European Commission will provide 70 per cent of the funding.

“This campaign is a great opportunity to introduce consumers to the characteristics of citrus from the Valencian Community, as well as the advantages offered by a certified product, that they can differentiate from other sources,” said José Enrique Sanz, managing director of the Cítricos Valencianos PGI.

"It will give visibility to foods with PDO and PGI, and help consumers recognise the logos of the quality seals and learn about the products they cover.”

More than €1.64bn of Spanish agri-food products with a PGI or PDO are sold every year, of which Origen España represents 78 per cent.

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