As part of its expansion into European markets, the Costa Rican Foreign Trade Promotion Agency (PROCOMER) has launched a plan of commercial activations in France. With a total of 120 tasting sessions in supermarkets across the Île‑de‑France region, the initiative aims to showcase the unique value, responsible origin and premium quality of two of its flagship agricultural products: pineapple and cassava.
The initiative is part of the international ‘Producers of Well‑Being’ campaign, a large‑scale project that began in 2025 with promotions in Spain, the United Kingdom and Germany, and which now expands strongly into France.
Quality, sustainability and versatility
‘France represents a strategic opportunity to continue diversifying Costa Rican exports toward markets that value quality, sustainability and product traceability. Engaging directly with French consumers allows us to show that behind every Costa Rican fruit and vegetable there is innovation, environmental commitment and social well‑being. This initiative is part of a broader strategy to strengthen Costa Rica’s presence in high‑value markets and generate new opportunities for our exporters,’ says Laura López, General Manager of PROCOMER.
Costa Rican cassava is a gluten‑free tuber, highly versatile in cooking 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 informational leaflet and a dedicated website created for the occasion.
Pan‑European multichannel strategy
The effort in France is not an isolated action. In parallel with the events taking place there, tasting and promotional campaigns are also being carried out in Germany during June and July
