The ORRi mandarin has once again passed the test of international flavour experts. The Spanish variety has received the Superior Taste Award for the fourth consecutive year, presented by the International Taste Institute (ITI) in Brussels, consolidating a track record of recognition that goes beyond a one-off award.
Four consecutive years of top ratings make this latest award a particularly relevant indicator for a mandarin variety. Its sensory profile has once again met the criteria of an international panel of specialised experts, maintaining an unusual level of consistency in a category where the eating experience can be influenced by multiple factors.
The new recognition adds to the Crystal Taste Award, which ORRi achieved after receiving three stars in the Superior Taste Award for three consecutive years, the highest distinction within the programme.
This recognition is particularly significant because the Superior Taste Award does not recognise a brand, but rather an entire mandarin variety subjected to sensory evaluation by international experts. In the case of ORRi, this assessment has recognised its superior flavour for four consecutive years.
The Superior Taste Award is based on a sensory evaluation carried out by an international jury of chefs and experts, who assess different aspects of the eating experience, including appearance, aroma, texture, taste and the overall sensation on the palate.
Jury highlighted ORRi’s smooth texture, balance between sweetness and acidity, aromatic intensity and juiciness.
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The ITI recognition comes at a time when flavour is becoming increasingly important in consumers’ fruit purchasing decisions.
In a category with a growing range of varieties, external appearance is no longer enough to generate consumer loyalty. Flavour, ease of peeling, the absence or limited presence of seeds, and the ability to maintain good condition naturally are increasingly relevant factors in purchasing decisions.
ORRi has built its positioning precisely around this combination of attributes. The proposition allows consumers to identify what they are buying and, above all, to know what they can expect when they choose it again.
“The best recognition is for consumers to try ORRi, recognise it for its flavour and decide to buy it again. ITI award provides us with an independent assessment from experts, but the ultimate goal is to turn that experience into consumer satisfaction and loyalty,” adds Guillermo Soler.
International expansion
The fourth Superior Taste Award coincides with a new stage for ORRi, which continues to advance its international expansion. After consolidating its presence in Spain, ORC is strengthening its promotional strategy in other European markets, particularly France and Italy.
Communication combines actions across different channels, from digital media and social networks to point-of-sale initiatives and tastings. The strategy aims to bring consumers an alternative flavour experience.
“We are convinced that the best promotion for ORRi begins when consumers taste it. Recognition from experts provides independent validation, but our real objective is for that experience to translate into consumer satisfaction and loyalty,” says the ORRi manager.
ORRi to attend Fruit Attraction 2026
As part of its promotional and international expansion strategy, the Orri Mandarin Producers Association (ORC) will participate in Fruit Attraction, one of the leading international events for the fresh produce sector. Its participation will provide an opportunity to strengthen contacts with professionals and buyers, expand commercial opportunities and bring the variety’s qualities to new markets.
At Hall 3, Stand 3A01 at IFEMA, ORC will not only provide a meeting point for the more than 500 growers who form part of the association, but will also organise a series of activities aimed at showcasing the qualities of this premium variety, expanding its commercial network and attracting new consumers.
For Guillermo Soler, Fruit Attraction represents “an opportunity to continue bringing ORRi closer to professionals and consumers, generate new business opportunities and demonstrate what sets its flavour apart within the category”.
“We are at a time of growth for ORRi and want to take advantage of the event to strengthen our international presence and continue building a recognisable brand associated with a high-quality eating experience,” concludes the ORRi manager.
