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| The Ministry has published a video that shows the different culinary preparations that this fruit admits, in addition to its consumption fresh | The Ministry of Water, Agriculture, Livestock, Fisheries and the Environment has hosted today the presentation of the campaign to promote the DO de Jumilla Pear carried out to encourage its consumption within the promotion initiative 'Products of the Region of Murcia' that is been doing in recent months. The general director of Agriculture, Food Industry and Agrarian Cooperativism, José Gómez, highlighted during the presentation that this campaign to support the Jumilla pear "is the fifth that the Regional Ministry of Products has launched to promote its consumption" , and with this "we recognize the efforts of the Regulatory Council during this year to continue carrying out promotional actions, despite the cancellation of fairs and other face-to-face events." The Ministry has wanted to support as much as possible the dissemination of this product, which is the only fresh with a Denomination of Origin in the Region in force since 2004. The general director also explained that "the Region of Murcia, thanks to Jumilla, is the largest producer of Ercolini pear in Spain and Europe and also the earliest, as there are places where the process begins at the end of June, achieving, therefore, better prices when it comes to marketing it ". The campaign includes a promotional video that shows the different culinary preparations that this fruit admits, in addition to its fresh consumption.

Merchandising material has also been designed and produced, such as 2,000 units of reusable mesh bags for buying fruit, which are printed with a color logo, and 1,000 die-cut diptychs on couché paper.

These materials will be delivered to the Regulatory Council for use in promotions that are scheduled both individually and jointly with the Department. Jumilla is the place where a temperate climate and the cold hours necessary to achieve the unique organoleptic properties of the Ercolini variety pear come together, with white and juicy pulp, sweet flavor, and with a higher degree of sugar than other fruits of the same variety.

This pear, yellow in color on a green background, with a reddish veneer on the sunny side, is characterized by its greater hardness and size. "With this campaign we want everyone to know the quality of the Jumilla pear, promote its healthy consumption, its use in cooking, and increase its sales and exports, in addition to helping an agricultural sector that creates employment, wealth, rural roots and possibilities for the entire Altiplano ", concluded the CEO. The promotion of the Jumilla pear coincides with the final stretch of the current campaign, whose harvest began on July 10 and will end in two or three weeks.

Final production is estimated at about 5 million kg, of which 1 million have been certified for the moment, so the 2020 campaign could exceed the volume of certified pear in relation to past years. It should be noted that in the 2019 campaign, 788 tons were destined for the domestic market and 93 tons for export, mainly to Italy.

Its cultivation, which provides direct employment to 85 farmers, currently reaches 215 hectares.

Source: CARM