Footballer Isi Palazón was presented today as the sponsor of the Protected Geographical Indication for this new 2024 promotional campaign.
Manuel Ruiz, president of the Protected Geographical Indication Peach from Cieza, has presented the new production, marketing, and promotion campaign for peach varieties harvested under the Indication. The presentation took place in the Plaza de España in Cieza. It was attended by Sara Rubira, Minister of Agriculture for the Region of Murcia, and Tomás Rubio, Mayor of Cieza, among other government and institutional representatives. In addition, the well-known Ciezan first division footballer, Isi Palazón, attended the event to be presented as the sponsor of this new campaign.
Statements by the Minister of Agriculture
Rubira stated that "it is the best peach in the world and the goal is for it to be consumed progressively over time in more homes and more countries." He praised "the work carried out by the PGI council and its producers, who cultivate in search of a sustainable product that consumers demand, creating thousands of jobs each season in what has become the area with the greatest demand for peaches." production of stone fruit from Europe.”
The councilor emphasized that in the region of Murcia, "we count on the quality, experience, innovation, and commitment of everyone, and if we combine the passion of our farmers with the work being carried out in our laboratories, success is guaranteed."
Mayor Tomás Rubio described this day as "a day of celebration, as we are launching a historic campaign for our most unique product, our peach, to share it and make it available to everyone. And having Isi Palazón as our sponsor, this illustrious Cieza native and ambassador for his town wherever he goes, is a guarantee that the promotion of this campaign will reach very high levels."
The president of the PGI finally stated that it has been a particularly difficult start to the campaign, marked by heavy rains that have delayed the harvesting date of the varieties. Baby Gold 6 and Romea, the two varieties harvested under the Indication. This is also why the producers have decided to present the new season in their hometown of Cieza, feeling supported by their neighbors and friends.
New slogan for this 2024 peach campaign
The new campaign, under the slogan “We share the most unique thing we have" attempts to establish a direct causal relationship between the unique qualities of this peach and the unique characteristics of the city of Cieza. The producers state that, above all, their aim is for their town to feel proud of both their unique peach and the land from which it comes.
Positioning a native product in major markets is a true privilege and the greatest satisfaction farmers could imagine. They want the full connotation of quality associated with the product to also be reflected in its origin. The commercial presented at the campaign's opening event will be shared in the coming days on the PGI Melocotón de Cieza's social media channels and website. igpmelocotondecieza.org.
Quality Seal for Cieza peaches
Manuel Ruiz stated that "this seal of quality, which allows us to highlight the prestige of our peach, is both a guarantee of quality for the consumer and a great recognition for all producers." This peach, which has not yet been marketed, will begin distribution in the coming days if all procedures continue as planned. The five companies producing this select fruit are: Alimer, Distinet, La Vega de Cieza, Pitiso, and Thader Cieza.
For this new campaign, two trucks have been branded through a collaboration agreement with the Logistic Group C&T company of the Cosoltrans Group, which operates international routes. A billboard has been placed in Merca Barcelona and another in Merca Madrid. A positioning strategy has also been developed, emphasizing the city's presence in Cieza with billboards and advertising displays featuring this year's image, thanks to the Cieza City Council. A special labeling campaign will be carried out to make this peach easily identifiable at points of sale.
In addition, the brand continues its social media positioning strategy: Instagram, Facebook, X, and LinkedIn to reach all audiences. They will be present at Fruit Attraction and Fruit Logistica alongside their producers, and as a special feature this year, they have developed a special promotional bracelet for the campaign.
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