Spanish regional fresh produce association Asaja Murcia has called for the creation of a unique brand identity for Murcia's fruit and vegetable exports as a means of improving its image both inside Spain and at an international level following June's E.coli-related crisis.
Following the creation by Hortyfruta of a brand for Andalusian fresh produce, Asaja Murcia's Alfonso Gálvez Caravaca has stressed "the need, especially in these times of economic crisis, for an identity that enables us to reinforce the great quality and food safety of our horticultural products".
In a statement, Gálvez said: "The food sector in our region, and particularly fresh produce, should focus on the promotion and communication of our indigenous identity, which would enable us to highlight the magnificent qualities of our products."
Asaja Murcia's general secretary called for the support of the Spanish government in implementing such a project, with the aim of "restoring the competitiveness and dynamism" of Murcia's fresh produce sector following the E.coli crisis.
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