The citrus sector is one of the economic and social drivers of the Valencian Community. However, in recent years it has experienced significant difficulties due to international competition, lack of institutional support and declining profitability for farmers. Faced with this situation, the agricultural organisation La Unió has once again demanded compliance with the promotional activities promised for citrus fruits, which are essential for adding value to the product and opening up new markets.
The need to promote
Valencian citrus fruits are highly regarded for their quality, flavour and food safety. However, producers complain that this added value does not always reach the end consumer, making it difficult to compete with cheaper imports.
Therefore, institutional and sectoral promotion campaigns are key to:
- Strengthen the image of Valencian citrus fruits in the domestic and international markets.
- Encourage domestic consumption, especially among young people.
- Differentiate local products from external competitors that do not meet the same quality standards.
The demand of La Unió
Unió recalls that the authorities promised communication and promotion plans to boost the consumption of oranges and mandarins, but many of these plans have yet to be implemented. These actions would not only benefit farmers, but also the rural economy and the positioning of the Valencian Community as a world leader in citrus fruits.
A call to action
The current situation requires us to move from words to action. The promotion of citrus fruits must be a priority on the political agenda, with effective campaigns that convey the real value of these products: healthy, sustainable and locally sourced.
📌 You can read the full article at Castellón al Día: La Unió exige las acciones de promoción prometidas para los cítricos
