Officials from Ecuador held a pre-launch event for the Ecuador: Premium and Sustainable campaign. ( Courtesy )

Ecuador is launching a fresh produce brand for export markets to highlight sustainability.

Ecuador: Premium and Sustainable, will officially launch at the Fruit Logistica 2020 expo Feb. 5-7 in Berlin. A news conference is scheduled at 11:30 a.m. Feb. 5 in the press center, to highlight the actions the country has taken to modernize fruit production, increase quality control and raise sustainability efforts, according to a news release.

The brand is based on the five pillars of Ecuador’s agricultural vision, according to the release:

  • New cooperativism: A new form of association to help the ag sector progress;
  • Empowerment of rural women and young entrepreneurs’
  • Zero-deforestation practices;
  • Productivity, quality and traceability initiatives, with transparency to show the story behind the product and producer; and
  • Zero rural poverty: End poverty to assure hope and success.

Ecuador’s Minister of Agriculture, Xavier Lazo, will help launch the new brand.

At Fruit Logistica, a diverse delegation of 38 fruit grower-exporters will exhibit at the country’s pavilion in Hall 23, according to the release. 

“Ecuador remains on a journey of diversification to maximise our fruit export potential,” said Ivan Ontaneda, minister of production, International trade, investment and fishery. “Strategic efforts are ongoing to recover historical pineapple production, as well as to improve mango production. In the near future, we expect further hass avocado crops to become ready for export to Europe as more growers achieve GlobalGAP certification.”

Ten growers plan to exhibit berries, pineapples, plaintains, golden berries, bananas, dragon fruit and avocados.

“Ecuador remains on a journey of diversification to maximise our fruit export potential,” Ontaneda said in the release. “Strategic efforts are ongoing to recover historical pineapple production, as well as to improve mango production. “

Following the kickoff of the new brand, Pro Ecuador will launch its new Exquisite Ecuador website, which showcases gastronomy using exotic fruits. Food from Ecuador will be served following the website launch at 12:10 p.m. in Hall 23, stand E-8.
 

 
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