The Orri mandarin has achieved the highest price a mandarin has ever achieved in the Lonja Valenciana de Cítricos. Since the 2015-2016 season, when the farms started to be regularized and the control and management systems were implemented, this variety has achieved, on average, prices that were more than 25% above the prices of its main competitors in the market. During the current campaign, however, its sale price in the field is on average more than 60% higher than its competitors.
These figures position the Orri mandarin as the highest-value mandarin in the market year after year, thanks to its indisputable quality and consumer acceptance.
Closeness and sustainability
Spain and Portugal are the only European countries where the Orri variety can be legally produced. This means that this exclusive premium variety is grown following the strict European phytosanitary, quality, and food safety regulations.
The Orri mandarin also contributes to responsible consumption. It has a very resistant skin that allows it to remain in excellent condition without the need for artificial treatments, which also makes it easier for consumers to store in households until they consume it, thus significantly reducing food waste.
Mandarins produced in Spain can be found in the market between January and May.
Ambitious promotional campaign
The largest promotional campaign for Orri has been carried out in March since the creation of the ORC (Orri Running Committee), the association in charge of controlling, defending, and promoting the variety. The promotional campaign included multiple promotional actions in the main Spanish wholesale markets in Madrid, Barcelona, Bilbao, and Zaragoza, going from more than 83 specialist positions in the marketing of premium mandarins to more than 8,000 specialized greengrocers.
The action was completed with billboards, posters, and digital screens in these wholesale markets, which were seen by an estimated 30,000,000 consumers, and with promotional actions in the best greengrocers in Madrid.
In addition, ORC has reached an agreement to promote and distribute the Orri mandarin through the main e-commerce companies operating in Spain: Amazon and Deliveroo.
Regarding large distribution, ORC has recently reached an important agreement with two of the top five food distribution chains in Spain to promote the Orri mandarin in their sales centers.
Source: valenciaplaza.com