We share the most unique thing we have, the IGP Cieza Peach 2024 campaign.

The footballer Isi Palazón has been presented as the godfather of the Protected Geographical Indication for this new promotional campaign.

Yesterday afternoon, Tuesday 25th June, our president of the Protected Geographical Indication Cieza Peach, had the honour of presenting our new campaign for the production, marketing and promotion of the peach varieties harvested under the indication. The presentation ceremony took place in the Plaza de España in Cieza. It was attended by Ms. Sara Rubira, Regional Minister of Agriculture of the Region of Murcia, and Mr. Tomás Rubio, Mayor of Cieza among other representatives of government and institutions. In addition, the well-known first division footballer from Cieza, Isi Palazón, attended the event to be presented as the godfather of our peach.

Our PGI president affirmed that it has been a particularly difficult start to the season marked by heavy rains which have been delaying the harvesting date of the Baby Gold 6 and Romea varieties, the two varieties harvested under the PGI. This is also the reason why, on this occasion, our growers have decided to present the new season in our land, Cieza, feeling supported by their neighbours and friends.

The new campaign, under the slogan “we share the most unique thing we have” tries to make a direct causal relationship between the unique qualities of our peach and the unique characteristics of the town of Cieza. Above all, we want our town to feel proud of both its unique peach and the land it comes from. We want our native product to be positioned in the main markets, being a real privilege and the greatest satisfaction that our farmers can imagine, so that all the connotation of quality associated with the product also falls on its origin. The advertising spot that we presented at the opening ceremony of the campaign, will be shared in the coming days on our social networks of the PGI Melocotón de Cieza and on the website igpmelocotondecieza.org.

Our president, Manuel, has declared that “this quality seal, 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”. Our peach, which has not yet been marketed, will begin to be distributed in the next few days if all the procedures continue as planned. The five companies producing this very select fruit are: Alimer, Distinet, La Vega de Cieza, Pitiso and Thader Cieza.

For this new campaign, we have signed two lorries with a collaboration agreement with the company Logistic Group C&T of the Cosoltrans Group, which make international routes. We have placed a billboard at MercaBarna and another at MercaMadrid. We have also developed a positioning strategy emphasising the bond of belonging to the city of Cieza with billboards and mupis with this year’s image thanks to the Cieza City Council. We are going to carry out a special labelling campaign so that our peach is easily identifiable at points of sale. In addition, we will continue to maintain our positioning strategy on social networks: Instagram, Facebook, X and LinkedIn to reach all audiences. We will be at Fruit Attraction and Fruit Logistica alongside the producers and as a special feature this year we have developed a special promotional bracelet for the campaign.