Murcia growers’ association Asaja Murcia is calling for products from the south-eastern region of Spain to have their own regional identity despite recent efforts by other grower organisations to work more closely together with producers in Andalusia on generic promotion.

Alfonso Gálvez Caravaca, secretary general of the organisation said: “It is necessary, particularly in these times of economic crisis to establish an identity which helps us reinforce the great quality and safety of our fresh produce as well as our wines, oils and cheeses.”

Gálvez’s call comes a week after The European Commission chose to back the We Care, You Enjoy promotional campaign devised by Spanish growers associations Proexport and Hortyfruta representing producers in Murcia and Andalusia respectively to try and increase consumption in the UK, Germany and the Netherlands.