IGP Melocotón de Cieza presents its new campaign for 2024

On the afternoon of 25th 2024, the new campaign for the PGI Cieza Peach was launched in the Plaza de España in Cieza, under the slogan “We share the most unique thing we have”. This event was attended by important figures such as the Regional Minister of Agriculture of the Region of Murcia, Sara Rubira, the Mayor of Cieza Tomás Rubio, as well as the local footballer Isi Palazón, who was presented as the campaign’s godfather. Despite the climatic challenges that delayed the harvesting of the Baby Gold 6 and Romea varieties, the campaign seeks to highlight the unique qualities of the Cieza peach and its close relationship with the local community.

The promotional strategy includes truck signage for international routes, billboards in key markets, and a strong presence on social networks. In addition, the PGI Cieza Peach will be present at Fruit Attraction and Fruit Logistica. The president of the PGI, Manuel Ruiz, emphasised that the quality seal not only guarantees the excellence of the product, but is also a great recognition for the producers. The producing companies involved are Alimer, Distinet, La Vega de Cieza, Pitiso and Thader Cieza. As a novelty, a promotional bracelet has been created to increase the visibility of the campaign, an advertising spot that will be shared on social networks and on its website. This campaign celebrates the quality of Cieza peaches and reinforces local pride, reflecting the effort and dedication of its producers to bring the best of their land to the world.