European Mango, “Fruit with a Heart”

Intertropic, the Spanish Interprofessional Organization for Avocados and Mangoes, presented in Madrid the new season of European mangoes grown in Spain and the “Frutas con Corazón” promotional campaign, co-financed by the European Union and the sector itself. The event, held on September 8 at the Teatro Sofía in Madrid, brought together representatives from general, specialized, and culinary media outlets with the aim of showcasing the unique value of mangoes produced in Europe, the cultivation of which is concentrated primarily in Spain.

Season in September and October

During the presentation, Antonio Carpintero, director of Intertropic, outlined the main characteristics of the new season, the current state of the sector, and the objectives of a campaign designed to increase awareness, appreciation, and consumption of European mangoes and avocados.

3 years of promotion and a €9.2 million budget

The initiative will run from 2026 to 2028 in four strategic markets —Spain, France, Italy, and the United Kingdom—and has an approximate investment of 9.2 million euros, of which about 6.8 million come from European funds and nearly 2.4 million are contributed by the sector itself. The program includes communication campaigns, advertising, public relations, digital content, collaborations with chefs and influencers, and various consumer-focused experiences, with an estimated reach of nearly 380 million impressions over its three-year duration.

A 5-Senses Experience

An experience to discover the mango with all five senses

Under the slogan “You take care of yourself, and it takes care of you,” the presentation invited attendees to discover the European mango through a sensory experience that combined taste, aroma, texture, visuals, and music. Led by chef Jorge González and specialists such as Begoña Prieto, Jesús Paul, and Maura Durán, attendees were able to learn new ways to enjoy the mango and appreciate its different nuances. The experience was rounded out with a musical performance by Patricia del Olmo and pianist Laura Nadal.

For more information about the European mango and its opportunities, please click here.