Mercavalència is increasing its local produce offer on the ‘Tira de Contar’ (an area of Mercavalència where small farmers can sell their produce) with the company Ecologicval, which is engaged in ecological farming. With this new incorporation, it is responding to consumers’ demands, who are increasingly looking for this type of produce. This marketing system, through the ‘Tira de Contar’, also guarantees the most competitive price for the produce, since it is the producer who puts the price, taking out the middleman.
At Mercavalència, work is being carried out to ensure this line continues to grow to offer the municipal markets and small retailers a varied portfolio of certified produce. “This offer at the ‘Tira de Contar’ gives direct access to ecological produce, without any middlemen and without transport, which benefits the consumers and the producers,” guarantees Carlos Galiana, chairman of Mercavalència.
According to Regina Monsalve, the head of Ecologicval, “marketing our produce here on the ‘Tira de Contar’ means that it remains in Valencia. As Valencians, we are lucky enough to have top quality ecological produce and using this short channel, it reaches the entire city at a good price.”