Costa Rica’s Foreign Trade Promotion Agency, PROCOMER, has rolled out a commercial activation plan in France as part of its strategy to strengthen the country’s presence in European markets.
With a total of 120 tasting sessions in supermarkets located in the Île-de-France region, the initiative aims to raise awareness of the differential value, responsible origin and premium quality of two of Costa Rica’s leading agricultural products: pineapple and cassava.
The campaign forms part of the international initiative “Producers of Wellbeing”, a broad-reaching project that was launched in 2025 with promotional actions in Spain, the United Kingdom and Germany, and is now gaining momentum in France.
Quality, sustainability and versatility
“France represents a strategic opportunity to continue diversifying Costa Rican exports towards markets that value the quality, sustainability and traceability of the products they consume. Getting closer to the French consumer allows us to show that behind every Costa Rican fruit and vegetable there is innovation, environmental commitment and social wellbeing. This initiative is part of a broader strategy to expand Costa Rica’s presence in high-value markets and generate new opportunities for our exporters,” said Laura López, General Manager of PROCOMER.
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Costa Rican cassava is a gluten-free tuber, highly versatile in the kitchen and widely appreciated internationally for its quality. During the in-store activations, French consumers will be able to learn more about its properties and access recipes and consumption tips through an informative leaflet and a website specially designed for the campaign.
A pan-European multichannel strategy
The promotional activity in France is not an isolated action. In parallel with the events in France, tasting and promotion campaigns are also being carried out in Germany during June and July.
Together, these initiatives reinforce Costa Rica’s commitment to positioning its agricultural products in European markets that increasingly value origin, sustainability, traceability and quality.
