Valencian Administration Tests Consumer Coupon in Collaboration with Major Supermarkets
The President of the Valencian Generalitat, Ximo Puig, announced on Thursday that a broad agreement has been reached with leading supermarket chains to roll out a consumer coupon designed to lower the cost of a typical shopping basket. The aim is to ease the burden for families who need help most. Puig noted that the talks have been ongoing for months and that the upcoming meeting next week will decide the exact channel through which the aid will reach households. He emphasized the seriousness of the issue, acknowledging that a full shopping cart feels different for families with tighter budgets compared with those who have greater means. The central goal is to mend the gaps that affect the most vulnerable households. The Generalitat estimates that at least one in five families in the Valencian Community struggles to manage grocery costs. When asked about the final funding envelope for the aid, Puig stated that the measure should not harm the revenues of origin distributors or hurt small businesses.
example from france
The regional government has pursued this measure for months in response to rising costs and the growing impact on residents across the community. The Generalitat’s approach mirrors efforts seen elsewhere, including France, where the government has negotiated arrangements with supermarket chains to secure lower prices and relieve inflationary pressure for consumers. Puig welcomed the French government’s decision, noting the parallels with the Valencian plan. The Generalitat has been working for months to reach an agreement with local markets and retailers to deliver real relief to shoppers.
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Within the coalition framework, the administration has faced internal criticism from some political voices about supermarket pricing. A prominent figure, Hector Illuca, has been more vocal in accusing retailers of taking advantage of the situation. Puig has consistently defended the business sector, highlighting the positive impact of companies like Mercadona on employment and economic activity. He has been clear that the Generalitat respects all companies in equal measure and believes it is important for a Valencian company to be represented prominently in the region.
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Business leaders have found strong support from the president, who recently showed broad popular backing during an assembly organized by local employers. The event also marked Valencia Community’s Company Day, emphasized at the employers’ request. In a Castellón meeting held last Friday, Puig spoke about supermarkets at a separate event on Thursday, considering industrial development and job creation in the Valencian Community as a shared opportunity. The rail and logistics sector is also in focus as a key driver of regional growth, with plans to maintain strong economic ties and sustain local initiatives. Puig argued that the chosen path for many firms should align with the region’s long-standing economic identity, underscoring the importance of maintaining local enterprise vitality.