The Regulatory Council Valencian Citrus Fruits unveiled its updated image at the Valencian Institute of Agrarian Investigations (IVIA) on October 14.

Enrique Blasco, president of the council, said: “Today we offer ourselves to the world with a new colour, a new symbol and a modern style. A shining orange slice on a green leaf. This summarises what we are.”

Juan Julía, a lecturer on agricultural economics and director of the Politechnical University of Valencia, speaking at the event, praised the Valencian quality mark as a promotional tool.

Jose Maria Planells Ortí, managing director of Anecoop, and Alessandro Giannett, citrus director of Coop Italy, both also speaking at the event, said the PGI stamp is a way of adding value to the product and creating a competitive edge

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