Costa Rica Introduces Fresh Agricultural Products to European Consumers

Costa Rica's Fresh Agricultural Products Head to Europe

In an ambitious effort to expand its agricultural presence, the country brand "Essential COSTA RICA" has launched a campaign aimed at introducing Costa Rican products to millions of consumers in the UK, Germany, and Spain. Under the campaign titled "The Natural Choice", Costa Rica is advocating for fresh produce such as bananas, pineapples, coffee, and cassava, leveraging major platforms like Amazon.

This initiative is multifaceted, leveraging digital media alongside over 240 sampling events in prominent European retail chains. The campaign emphasizes the high quality, freshness, and unique origins of Costa Rican products, inviting consumers to incorporate them into their daily culinary experiences. Concepts like “from our land to your table” and “the natural choice for modern life” underline the ease with which consumers can use these products in simple recipes.

The campaign strategically positions itself within Amazon’s ecosystem, utilizing a variety of touchpoints such as the Amazon website, Prime Video, Alexa, and Fire TV, which promotes product discovery in relatable and engaging contexts. Shoppers will encounter branded bags featuring products from Costa Rica when receiving their orders through Amazon Fresh, thereby keeping the brand within everyday conversations.

Adriana Acosta, Director of Essential COSTA RICA, highlighted the importance of this campaign saying, “We aim to connect our agricultural proposal with European consumers in an innovative way that feels natural. Partnering with Amazon allows us to become a part of consumers' daily lives, whether they are preparing recipes using Costa Rican ingredients or learning about our products while enjoying their favorite movies.”

This campaign builds upon the initial phase of "The Natural Choice" launched in late 2025. It marked the first multinational effort from a country brand to promote exports through Amazon Ads, executed successfully in the same European markets. Key components of that phase included various Amazon Ads touchpoints, ranging from Fire TV experiences to engaging content via Alexa.

The enthusiasm for this project has been echoed by Kate McCagg, Global Head of Brand Innovation Lab at Amazon Ads. She stated, “I love how this campaign integrates naturally into consumers' everyday lives. Whether they’re watching recipes on Fire TV, using Alexa for cooking, or unpacking purchases, the story of Costa Rican products accompanies them, infusing their daily experiences with freshness and vitality.”

According to the Promotora del Comercio Exterior de Costa Rica (PROCOMER), the team is encouraged by the recent uptick in exports. In the first quarter of 2026, Costa Rica saw a significant increase—23.6% more in exports of coffee, pineapple, bananas, and cassava to Spain, Germany, and the UK compared to the previous year. This growth trend highlights increasing interest among European consumers in attributes such as quality, sustainability, and traceability, reinforcing that there is a substantial market for Costa Rican products.

Timed for the European spring and summer—a period conducive to promoting fresh produce—this campaign not only aims to enhance the country’s international profile but also seeks to strengthen the association of Costa Rica with sustainability, diversity, and the freshness of its agricultural products.

In-store activations play a vital role in connecting the digital to the physical. In France, for instance, 120 tasting events featuring Costa Rican pineapple and cassava will take place across 20 Intermarché supermarkets around Paris. Meanwhile, 120 tasting events featuring fresh pineapples are scheduled in 17 EDEKA supermarkets in Hamburg and nearby regions in Germany. These initiatives are designed to solidify the presence and brand recognition of Costa Rican agricultural products in vital markets.

Launched on June 22, 2026, "The Natural Choice" campaign continues to create waves in the UK, Germany, and Spain. To explore further, interested individuals can visit Essential COSTA RICA's Brand Store on Amazon. The campaign serves as a significant push towards establishing a lasting connection between Costa Rican agriculture and European palates.