PGI Poma de Girona: innovation and brand name

poma de girona logo

Travelling around the world seeking the latest innovations and creating a brand image in the consumers’ consciousness are the two challenges facing Catalonian producers.

The uniqueness of this PGI lies in the fact that virtually 100% of its production is marketed under the strict quality standards that this figure entails. A reality that is unique in a sector where some Indications or Denominations of Origin often represent minimums of 10% or 15% of the produce volumes.

This fact has allowed the actual Geographical Indication itself to confer the endorsement on its produce having become its own brand, “Poma de Girona”, which is recognised by end consumers.

Moving towards 4.0 farming

One of its producers’ main characteristics is their constant concern about innovation, regarding both varieties and technology. A result of this are the journeys and contacts with the most pioneering regions of the world in apple production. Accordingly, Washington State was the last place visited. “There are many differences separating us in both production and marketing, but the United States is a pioneer in many aspects. Not all of them can be implemented in Catalonia, but they can help improve our production methods,” comments Llorenç Figola, chairman of the PGI Poma de Girona.

4.0 farming will be a reality in American apple productions in the very near future. Tree shaping (axis systems, plantation framework and density) will allow the harvest to be completely automated very soon. Added to this will be the use of drones (to control auxiliary fauna), satellite images, mobile phone applications, as well as the different types of autonomous technology for collecting pallets in the fields. These are some of the new instruments that are already being tested in American fields.

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