The city of València has taken another step in its positioning as a gastronomic destination with the presentation of the strategy ‘València, Pantry of the Mediterranean’, promoted by the Visit València Foundation. This new roadmap aims to project the city’s culinary identity and showcase its gastronomic richness in national and international markets.

During the official presentation, Mayor María José Catalá announced an annual investment of €400,000 to develop this strategy, which will be integrated into more than 100 promotional actions throughout the year. The campaign aims to consolidate València as the epicentre of the Mediterranean diet and as kilometre zero of a unique larder, marked by the quality of local produce, sustainability and the excellence of its professionals.

A story that connects with the land and its flavours

The strategy ‘València, Pantry of the Mediterranean’ seeks to give visibility to more than 11,000 hectares of peri-urban farmland, the L’Albufera Natural Park and the products of the Mediterranean Sea, while recognising the talent and track record of the chefs, producers and restaurants that make up the Valencian gastronomic ecosystem.

“We want to share our way of understanding cooking and our connection with the land. Fruit and vegetables from the huerta, rice from L’Albufera, fish and seafood from the Mediterranean… they make up a larder that is the basis of a healthy diet with identity,” explained Catalá.

The mayor was accompanied by the councillor for Tourism, Paula Llobet, the director of the Visit València Foundation, Tono Franco, and a wide representation of the gastronomic sector: producers, restaurateurs, municipal markets and representatives of designations of origin.

A campaign that appeals to emotion and authenticity

The new image campaign uses warm, evocative language to connect with collective memory and pride in the territory. The larder is presented as a symbol of tradition, closeness and identity, reinforcing the idea that every Valencian home keeps the secrets of its cuisine.

The story positions València as the authentic kilometre zero of the Mediterranean: a city where you not only eat well, but where gastronomy is a way of life, deeply rooted in its culture and landscape.