The Government of the Canary Islands' strategy to enhance the external commercialization of its agri-food products focuses on active participation in key professional events, both nationally and internationally. This initiative aims to facilitate the expansion of client portfolios for Canarian companies, access to new markets, and the consolidation of commercial relationships outside the Islands.
One of the main actions in this line of work is the presence at fairs such as Fruit Attraction in Madrid and Fruit Logistica in Berlin. These fruit and vegetable trade shows are crucial for establishing contacts with operators and buyers, complemented by trade missions and internationalization support programs.
The Minister of Agriculture, Livestock, Fisheries, and Food Sovereignty, Narvay Quintero, highlighted the importance of converting contacts generated at fairs into lasting commercial relationships. "We want buyers to know our products and our companies, but also to subsequently support professionals so that these initial contacts can transform into new clients, sales destinations, and real growth opportunities," he stated.
The strategy, developed by the Canarian Institute of Agri-food Quality (ICCA) together with Proexca, covers both productions with a long export history, such as bananas and tomatoes, and new opportunities in tropical fruits like pitaya, aromatic herbs, and organic preparations. It also promotes the development of technology companies specializing in the digitalization of the agricultural sector.
Bananas, protected by the PGI Plátano de Canarias, sold over 374 million kilos in 2025, with the majority destined for the Peninsula. GfK data presented at Fruit Attraction indicates high brand awareness and preference among consumers.
Horticultural production, especially tomatoes and cucumbers, reached 40,830 tons in the 2025/2026 campaign, with a significant portion allocated to exports. Papaya production has shown an increase of over 74% between 2021 and 2024.
Companies like Arico Fruits, specializing in fresh basil, and Luctaya, with its pitaya cultivated in Tenerife, exemplify how participation in trade fairs translates into new commercial opportunities and access to European markets.
Diversification also includes technology companies like Kaampo, which offers smart farming and digital farm management solutions. Their participation in Fruit Attraction, thanks to the Canarias Aporta program, demonstrates the potential of Canarian innovation and knowledge in the agricultural sector.
The director of the ICCA, Luis Arráez Guadalupe, mentioned that this promotion policy extends to other events such as Barcelona Wine Week, Alimentaria, and the Gourmet Show, aiming to reinforce the quality and uniqueness of Canarian products.
