Spanish interprofessional organisation Hortyfruta has launched LOLA Andalusian Fresh Produce, a new brand for Andalucía-grown fruit and vegetables.
In a statement, the group said the new brand, which was officially launched today (26 November) in Almería, had been designed to differentiate and publicise Andalucían fresh produce across Europe.
Hortyfruta managing director María José Pardo said the new name would allow fresh produce exports from the southern Spanish region to be more competitive across Europe and would allow marketers to add value to Andalucían fruit and vegetables.
“We find ourselves at a stage of consolidation for the interprofessional organisation and we believe that now is the time to launch a brand for Andalucía,” added Ms Pardo.
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