International launch in the heart of Murcia to promote the Cieza Peach PGI, whose quality mark can be used for the first time outside our borders.
Together with the acting Minister of Agriculture, Antonio Luengo, Tomás Rubio accompanied farmers, companies and cooperatives at the start of the 'Land, flavor and tradition' campaign, which will showcase the benefits of our star product.
The mayor of Cieza, Tomás Rubio, along with regional deputy and Popular Party candidate for Congress, Miriam Guardiola, and Cieza's councilor for agriculture, Manuel Martínez, accompanied the acting Minister of Water, Agriculture, Livestock, and Fisheries, Antonio Luengo, as well as representatives from cooperatives and agricultural companies, at the launch of the promotional campaign for Cieza Peaches. The president of the Cieza Peach Protected Geographical Indication (PGI), Manuel Ruiz, and his board of directors also attended the event.
Luengo highlighted “the importance of this labeling for the marketing of one of the star products of our field, since consumers from any country will be able to know at a glance that it is a peach distinguished by its quality and the sustainability of its production, which provides a guarantee to the markets.”
Cieza peaches are being marketed for the first time this year with the Protected Geographical Indication (PGI) quality seal. Registration in the European Union's Register of Protected Designations of Origin allows products harvested during the 2023 season, which typically runs from June to August, to access markets under this designation.
For his part, Tomás Rubio highlighted “the importance of this label to showcase our flagship product and the Cieza brand throughout Spain and Europe,” and expressed his “enormous gratitude for the collaborative work of all local, regional, and national administrations towards the same goal,” making a special point of thanking the farmers, who are the architects of this recognition.
To become known in Spain, in order to make the leap to the international market
The 'Land, Flavor and Tradition' advertising campaign has already launched on the PGI's social media channels, with a giveaway where participants can win two passes to the 'PGI Cieza Peach Experience'. This experience includes discovering the natural landscapes of Cieza and enjoying a peach tasting at one of the producers' farms. The campaign also includes various media placements, collaborations with influencers, and a presence at Fruit Attraction 2023.
This year, being a very special campaign—the first to take place with the international recognition of the Protected Geographical Indication (PGI)—all production will be destined for the domestic market. In this way, farmers want consumers within Spain to be the first to enjoy this peach.
The two peach varieties included within the Protected Geographical Indication Melocotón de Cieza, the largest production in Europe, are Baby Gold 6 and Romea, which are characterized by their yellow flesh, texture, smell and color, but above all, by their flavor.
Source: Cieza City Council.