Farmers want to use local produce as a weapon against Mercosur
The primary sector in the Islands is finding it increasingly difficult to sell food and is reinventing itself to promote it.
PalmThe European Union agreement with Mercosur It threatens small producers because it reduces, and even lowers, tariffs on imported products and establishes unequal conditions among producers. Faced with this, the farmers of the Canary Islands are not giving up and are looking for ways to combat the disadvantages the agreement entails, aiming to give a face to small-scale farmers and ensure the value of their work and the products they produce. But how are they doing it? With campaigns that highlight the importance of the sector, adapt to new consumption patterns, and appeal to young people.
Unió de Pagesos has created Grooves,An audiovisual project that gives a voice to Mallorca's local food producers, who explain in their own words—in a one-minute video published on the agricultural union's social media—how they do it and their relationship with the land. The participants share experiences, knowledge, and stories that help to understand the complexity and importance of their work.
The campaign aims to promote local products and raise awareness of the people who make them possible, encouraging their consumption as an essential path towards a more sustainable future. The Secretary General of Unió de Pagesos, Sebastià Ordines, stated that "consuming local means investing in the land, in farmers, and in a food system that protects the environment and strengthens the local economy." The Balearic Council for Organic Agricultural Production (CBPAE) has also launched a new audiovisual campaign featuring organic producers from the Islands and their products: "Things Are As They Are." The campaign includes three television and social media spots, radio ads, and a digital presence. It was filmed in Mallorca, Menorca, Ibiza, and Formentera to showcase the true diversity of the land, its products, and the people who work the land.
The creative idea stems from a clear principle: certification is important. "When a product bears the CBPAE seal, the consumer knows that the product is as it should be: organic; and that behind it are practices that protect their health, the soil, biodiversity, and animal welfare," the organization states.
"We want to focus on what's essential: the authentic, organic product, produced by real producers. Certification is not a mere formality; it's a guarantee that the consumer can recognize and trust," affirms Jeroni Vera, technical director of the CBPAE.