The Regional Ministry of Agriculture, Water, Livestock and Fisheries has shown its support for an initiative promoted by the citrus sector to encourage the consumption of 100% squeezed orange juice, especially among young people. This project, led by the Citrus Management Committee, Anecoop, Agriconsa and Zuvamesa, features ‘Zumotron’, an educational video game that seeks to reinforce the image of natural juice compared to other ultra-processed drinks.
Natural juice, much more than just vitamin C
The aim of this type of campaign is to encourage citizens, especially young people, to recognise the nutritional value and effort behind every glass of juice. Initiatives such as this strengthen the connection between consumers and farmers and help to defend a sector that is key to the economy and identity of the Valencian Community.
“Projects such as ‘Zumotron’ demonstrate that innovation can be a powerful ally in promoting the Valencian countryside” – Miguel Barrachina
📎 You can read the full article at Agronews Comunitat Valenciana: The Regional Ministry of Agriculture supports the citrus sector's initiative
