For decades, the Valencian orange has enjoyed a consolidated reputation as a synonym for quality, flavor, and trust among consumers. This association, passed down through generations and reinforced by over a century of export leadership, represents a differential added value that is now at risk due to globalization, changing consumption habits, and increasing competition from other producing countries. To safeguard this intangible heritage, the PGI Cítricos Valencianos, established in 1999, plays a fundamental role.
The PGI's managing director, José Enrique Sanz, highlights the importance of promotion and differentiation to maintain the position of Valencian production in the markets. The goal is not just to increase sales but to preserve an identity built over generations and prevent the Valencian origin from losing its value-generating capacity. The main risk is that the Valencian orange will end up competing solely on price against products from countries like Morocco, Egypt, Turkey, or South Africa.
Valencian citrus farming faces structural problems such as the abandonment of farms, land fragmentation, rising costs, and a lack of generational renewal. This situation has been reflected in the reduction of citrus packing houses, which has decreased from nearly 350 three decades ago to around 180 or 200 currently. Despite this, the PGI has increased its implementation, with 64 registered operators and the marketing of nearly 24 million kilos last season. Sanz believes its strategic value and driving effect surpass its production share.
The institutional brand Naranja Valenciana and Mandarina Valenciana, created in the 2022-2023 season with designs by Nacho Lavernia, aims to convey the origin at the point of sale. The PGI relies on a strict control system, with prior plot registration and audits, and a zero-tolerance policy for fraud to ensure traceability. Regulations also prohibit the use of references to the Valencian origin without official certification.
With an annual budget of nearly 300,000 euros, the PGI has focused its efforts on actions targeting the professional channel and distribution. The current expectation is on the institutional boost from the Conselleria de Agricultura, with a budget of two million euros for promotion, which would enable campaigns aimed at the final consumer. The resumption of promotional campaigns with European funds through Intercitrus is also positively valued.
The main challenge, according to Sanz, is to maintain the connection of new generations with the quality associated with the Valencian orange. Unlike other competitors, the promotion does not start from scratch but activates an existing reputation. The characteristics of the Valencian climate give the orange differentiators linked to flavor, coloration, and organoleptic qualities, which allow for better price defense and value transfer to the farmer, similar to the perception of Canary bananas.
