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Spanish citrus sector registers EU promotion campaign targeting Germany, France and the UK
VU
Programme aims to revive consumption of Spanish oranges and mandarins across key European markets.
Spain’s citrus interprofessional organisation has formally submitted a proposal to the European Union to launch a three-year promotion campaign for oranges and mandarins covering the period 2027 to 2029, marking the first coordinated consumer initiative of this scale by the sector in nearly two decades.
Target markets
The programme will focus on Germany, France and the United Kingdom, identified as the most strategic export destinations for Spanish citrus. The campaign concept, developed by a selected marketing agency following a competitive tender involving five bidders, centres on promoting the proximity of Spanish production to European consumers and compliance with EU production and marketing standards.
Key message
Sector representatives indicated that the messaging will emphasise freshness, food safety, sustainability, and adherence to labour and social regulations — factors increasingly shaping purchasing decisions across European retail markets. The slogan chosen for the initiative is intended to reinforce the reliability of short supply chains and consistent product quality within the European production system.
Budget allocation
Funding for the initiative will be drawn from the sector’s extended industry budget, projected at around €5 million per year over the next five years. Promotional activities are expected to represent the largest share of spending, accounting for approximately 55% to 75% of total funds, ahead of other priorities such as research and development, plant health protection, and pest and disease management.
EU funding support
The organisation has also applied for European co-financing to support the campaign. Under current EU promotion schemes, eligible programmes can receive up to 70% funding for activities within EU member states and up to 80% for campaigns targeting non-EU markets, potentially allowing the final promotional budget to expand beyond the base allocation.
source: avaasaja.org
photo: mapa.gob.es
