Spanish pear producers in the northern region of Catalonia have launched a new brand, named edenia, that unites three varieties of the fruit produced under the Pera de Lleida protected denomination of origin standard.
The brand, which will cover the conference, Blanquilla and Limonera varieties produced under the DO’s auspices, is aimed, according to its backers, at identifying the Catalan province of Lleida as being synonymous with Spanish pears.
Pera de Lleida’s regulatory council and regional promotional body Catalonia Qualitat jointly launched the new brand earlier this week in Lleida’s Llotja centre, ahead of a wide-ranging publicity and promotional campaign.
In a statement, Catalonia Qualitat’s managing director, Manel Simon, said the objective of the new brand and accompanying promotional campaign was to ensure that when consumers “talk about Spanish pears, they identify them with Lérida (Lleida)”.
Mr Simon said the new brand name had greater marketing potential and could provide the products with a “intangible value” that would attract consumer attention.
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