The Avocado Producers Association (Asoproa), an entity promoted by the Valencian Association of Farmers (AVA-Asaja), announced the details of the first promotional campaign for the ‘Aguacates CV’ brand within the framework of Fruit Attraction. This quality mark, authorized by the Generalitat, seeks to consolidate Valencian avocado as a product of excellence and future for agriculture in the Valencian Community.
The campaign presentation event, held at the Valencian Community stand, was attended by the Minister of Agriculture, Water, Livestock and Fisheries, Miguel Barrachina; the President of the Valencia Provincial Council, Vicent Mompó; the President of Asoproa, Celestino Recatalá; the President of AVA-Asaja, Cristóbal Aguado; as well as national and international producers and marketers from the sector.
Among the actions announced, the integral redesign of the ‘Aguacates CV’ brand stands out, which seeks to reinforce its visual identity and link it more directly with the product and the territory. This new image becomes the basis of the entire communication strategy and will serve as a reference to transmit values of excellence, proximity and sustainability.
The project designed by Asoproa for this brand aims to increase consumer confidence, increase demand, strengthen the image of Valencian avocado, open up to new markets and promote innovation in the sector. To this end, the action plan will be developed in two phases. A first stage, which starts now, is aimed at professionals, companies and distributors. In a second phase, on which work will be carried out in parallel, the actions will focus on the final consumer, with which a comprehensive positioning strategy will be developed.
The campaign, which has been made possible thanks to different lines of support from the Department of Agriculture, also includes the creation of a strategic web portal in several languages, which will incorporate a directory of points of sale and serve as a showcase for the producers’ offer. It also contemplates active participation in fairs and events in the sector, the generation of communication materials to reinforce the notoriety of the brand, the publication of technical and scientific content that supports the quality of Valencian avocado, as well as the implementation of actions in national and international media.
A Crop with a Future
The president of Asoproa, Celestino Recatalá, pointed out during the event that with this initiative they want “Valencian avocado to occupy the place it deserves: that of a product of excellence”, and stressed that this initiative “is a commitment to producers and operators, an opportunity to create employment and wealth, and above all a guarantee for consumers, who will be able to identify in ‘Aguacates CV’ a seal of trust, proximity and excellence”.
“The objective of the brand is to enhance the identity, origin and quality of Valencian avocado, giving it an added value that has a positive impact on producers, commercial operators and all links in the chain,” said Recatalá.
“The Valencian Community currently has 4,000 hectares of avocado. The implementation of this crop in our territory is already a reality, and it has a future, because he considered that there is still a lot of surface area that can be dedicated to this production. But we have to continue doing things well,” concluded the president of Asoproa.
For his part, Cristóbal Aguado, president of AVA-Asaja, stressed that they are “going to travel a positive path so that farmers who are committed to this crop obtain a decent and lasting profitability. With our climate, our land and our know-how, we are in a position to lead, together with Andalusia, the cultivation of avocado in Europe”.
During the closing ceremony, the Minister of Agriculture, Miguel Barrachina, stated that “this new brand demonstrates that avocado has ceased to be an exotic product to become a firm and future bet for our farmers”. He also stressed that “its seal of excellence guarantees that the certified fruit arrives in just 48 hours from the tree to the European shelves, an added value compared to overseas imports. This brand is synonymous with trust for consumers and a recognition of the effort of the farmers of the Comunitat”.
For his part, the president of the Valencia Provincial Council, Vicent Mompó, remarked that “we need more initiatives like this that proudly explain who we are and what we offer. Because the Valencian product does not need to be disguised: it has a name, it has a history and it has sufficient quality to lead any market. What is needed is to believe it and defend it together, with the support of the institutions. Less complexes and more pride. More campaigns, more promotion and more impetus to our own”.
Source: https://valenciafruits.com/asoproa-lanza-primera-campanya-promocion-marca-aguacates-cv/
