The Balearic Islands' Primary Sector Gains Visibility with a Public Marketing Plan

The lack of marketing has been a constant barrier for local agri-food products. With no resources of its own and no marketing plan in place, the primary sector had been experiencing structural difficulties in domestic and foreign markets. A new plan from the Directorate-General for Agri-food Quality and Local Products seeks to reverse this situation.

Over three years, campaigns will be launched targeting different audiences: locals, hospitality professionals, tourists and international opinion leaders. Planned initiatives include fairs, farm tours, themed competitions, special training and informational material in a range of formats. The total investment is over €4.6 million.

One of the key focuses is to encourage a stronger link between tourism, the countryside and food. Increasing the consumption of local products will boost agricultural profitability, combat rural depopulation and reinforce sustainable land use. Reduced emissions are also expected by minimising long distance transport.

Beyond promoting Balearic products as a sign of cultural and culinary identity, the plan includes training for the HORECA sector and cooking schools. The aim is to establish a more balanced economic model, which values local products as a strategic element of the tourist destination.