Example of promotion of a quality brand of rice that develops different business activities related to the cultural and natural values of l'Albufera.
Rice production in l'Albufera de Valencia is a deep-rooted agricultural activity. Today, this crop is a determining factor in the maintenance and balance of this wetland, which has been protected as a natural park since 1986. In a globalised world, the need to obtain a quality product that respects the precepts of food safety is becoming an ever greater challenge.
Tartana Rice is a brand of a local company that develops different initiatives aimed at diversifying business activities related to the cultural and natural values of l'Albufera. It specializes in the production of rice varieties and derivatives in the high-end segment. The rice is grown using traditional production techniques, adapted to modern times (transplants and manual weeding; drying done in the sun). The company is committed to the national and international promotion of l'Albufera rice through activities linked to gastronomic tourism and the orderly enjoyment of the territory, which is a good example of regional development of ecosystem services in the delta.
The rice varieties and products of this company have the "Arroz de Valencia" designation of origin and the "Parcs Naturals" quality seal of the Valencian Community. They are also part of the "arroceando" rice route (www.arroceando.com), a proposal by several organizations that are committed to the revitalization and enhancement of a territory linked to rice crops, a fact that has influenced the cultural expressions and way of life of its inhabitants.
Resources needed
This particular company is a limited company. The company dedicates at least one person full time to the work of promoting the rice produced in the delta.
Evidence of success
Their mission has been to improve rice production processes and commitment to the environment. Its 5th generation is the one who undertakes the brand TARTANA, with the aim of continuing to grow and offer the best rice to the most demanding consumers.
It can be assumed that it reinvested about 2% of its annual benefits in actions that contribute to improve water quality and the recovery of the naturalness of the infrastructures that channel it, and its maintenance, required by protected habitat
Difficulties encountered
They cultivate in a protected area, with the environmental restrictions that this entails. It must meet the requirements imposed to obtain the quality seals of the Designation of Origin and the Parcs Naturals brand. These requirements are used as added value to their products when promoting them.
Potential for learning or transfer
This company creates a quality brand for its products, becoming a reference for chefs, kitchenettes and foodies. They have an idea about the promotion of rice based on the fact that Valencian rice, specifically l'Albufera rice, is the best, in particular for paella, a world-renowned dish. And they do it through:
- Promoting rice culture through agro-tourism activities on their farm (include a boat trip around l'Albufera lake to learn about the history and formation of the wetland, as well as enjoying a bird watching session).
- National and international television programs (https://www.npostart.nl/gort-over-de-grens/26-03-2019/AT_2110117 ; https://apuntmedia.es/va/a-la-carta/programes/vist-en-tv/a-punt-directe/16-07-2019-a-punt-directe?fbclid=IwAR3SNhmqazUNR7Uqf2u7mXEEpFJut0UBVOk6LOUeHCeFDq_Eh3pBgRiiZhA )
- Fairs
- Rice routes
- Gastronomic events
This company collaborates with the Assut Foundation, a non-profit organization that advises on environmental issues.
Tags: Environment, Agriculture
