Food
‘MERCADO CENTRAL VALENCIA’ AND ‘CERVEZA TURIA’ JOIN FORCES TO PROMOTE LOCAL CONSUMPTION

##With an artistic exhibition, the illustrator Sabina Alcaraz highlights the seasonal produce of this gastronomic temple, which begins its collaboration with the beer brand.

Cerveza Turia makes the guide ‘Mercat de temporada amb Turia’ available to the Market’s clientele.

Mercat de temporada amb Turia’ (Seasonal Market with Turia) on products and tips on how to cook them.

Cerveza Turia has joined forces with the Central Market of Valencia to convey to the public the need to connect with its culture, to promote 0 km consumption and to protect the spaces and trades that define the local history and character. The Central Market and Cerveza Turia have started a collaboration to revitalise this emblematic space of Valencian gastronomy and architecture and to promote its knowledge among all generations, especially the younger ones.

To inaugurate this alliance, the designer Sabina Alcaraz, a native of Xixona, has created a series of illustrations that can be seen in the Central Market itself, through 8 canvases, following a visual tour of the four seasons of the year and their products. The illustrations also depict tasks such as the harvesting of rice, the dedication of the vegetable garden or the tradition of fishing. The artwork, which is located around the dome, respects, at all times, the architecture and details of the space, coexisting with iconic elements such as the borders with plant motifs.

In addition, Turia has produced ‘Mercat de temporada amb Turia’, a reference manual that includes information on seasonal products and practical advice on how to cook and eat them. This guide can be obtained by shopping at the Central Market, either in person, at the stalls, by showing a ticket amount of more than 15€ at the Customer Service point, or by using the Home Delivery Service or the Cold Storage Service, which allows you to pick up your order until 21:00h. In order to reach a wider public, all the contents will be available on the website: https://www.cervezaturia.es/es/mercatdetemporada

With these proposals, the Central Market and Cerveza Turia are launching a collaboration that will be reflected in various projects and actions, always in a spirit of inclusive and participative cooperation with the Market’s producers and stalls.

Before the announcement of this union, at Christmas, the ‘Nadal Turia al Mercat Central’ campaign was promoted with the aim of encouraging purchases in this enclave through a gift kit consisting of two bottles of Turia and a scarf that highlights the value of the seasonal product, also designed by the illustrator Sabina Alcaraz. This action became a timeless promotion, which continued after the Christmas holidays.

Considered the city’s main gastronomic temple, the Central Market (Mercado Central) is the most representative modernist building of the València that at the beginning of the 20th century was moving towards technological and mercantile progress. Since its inauguration in 1928, it coexists with two other great monuments – the Lonja de la Seda and the Iglesia de Santos Juanes – and displays, through its nearly 300 stalls, the freshest products from the market garden, such as fruit and vegetables, as well as chicken, meat, fish, take-away food, wines, gourmet products, nuts, spices, bread, sweets, frozen foods and salted fish.

About Cerveza Turia

Cerveza Turia, València’s toasted beer, is committed to promoting local culture and rescuing tradition from a contemporary point of view by supporting local craftsmanship, regional talent, the Valencian market garden and the area’s gastronomic recipes. Proof of this are its informative projects ‘Temps de Clòtxina’ (2020) around this product so characteristic of the land; the initiative ‘Ultramarinos Turia’ (2016), a tribute to neighbourhood commerce; or the Festival de l’horta Turia, an event that emerged in 2017 to bring the orchard to the most cosmopolitan public in a meeting of music, design and agriculture.

About Sabina Alcaraz

Born in Xixona, Sabina Alcaraz is an illustrator specialising in print design. She alternates this work with teaching, as an associate professor of Design at the Facultat de Belles Arts at the Universitat Politècnica de València. She also has her own brand of turrones: Turrones Alcaraz Sirvent.

For further information: Arantxa Martín: 610 49 37 47

Report by 24/7 Valencia team

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