The Cítricos Valencianos PGI has signed a deal with Eroski to promote its products throughout the retailer’s stores. Under the terms of the agreement, more than 850 tonnes of oranges certified by the PGI will be marketed under the Eroski Natur label in 2015.
The retailer employs the premium label for a select line of fresh produce, meat and fish selected for their unique organoleptic characteristics and natural taste. In the case of the PGI oranges this includes a guarantee that they are free from any post-harvest treatments.
Eroski has long-term agreements with more than 300 suppliers in the Valencia region from which it buys around €200m of products annually. The company said its local sourcing policy is designed to strengthen local communities by contributing to the development of their agrifood industries.
“The addition of PGI Cítricos Valencianos-certified oranges broadens our Eroski Natur range and satisfies consumer demand for high quality products from a registered geographical origin,” said the retailer’s director of fresh products Ana Isabel Cuevas.
José Enrique Sanz, managing director of the PGI hailed the development as “very positive”, as it served to reinforce the label’s presence in the Spanish retail sector.
“The move confirms the growing trend towards differentiation based on a product’s origin and quality,” he noted.
