Balearic Islands Government promotes five business meetings to facilitate the sale of local products to Mallorca's tourism, retail and restaurant establishments

The Balearic Islands Ministry of Agriculture, Fisheries and the Natural Environment, through the Directorate-General for Agri-Food Quality and Local Products, is promoting the "Connecta Local" programme, an initiative coordinated by Mallorca Rural and designed to facilitate direct contact between Mallorca's agri-food producers and businesses in the tourism, retail and restaurant sectors interested in incorporating local products into their offerings. The programme includes five meetings, to be held during October and November in different municipalities across the island, with the aim of opening up new marketing channels and fostering commercial relationships between the primary sector and purchasing businesses.

The initiative forms part of the Ministry's efforts to increase the presence of agri-food products from the Balearic Islands in establishments belonging to the HORECA sector and in local retail outlets. At a time when agricultural organisations have expressed concern about declining sales of local products, these meetings aim to enable producers to reach new customers directly and establish stable commercial relationships.

In this regard, the Director General for Agri-Food Quality and Local Products, Joan Llabrés, stated that "we are aware that one of the main concerns of our farmers, livestock breeders and food producers is being able to sell what they produce. Promotion is important, but it is equally important to ensure that promotion translates into sales. With 'Connecta Local', we want to bring producers closer to businesses that can purchase their products and help generate genuine commercial opportunities."

Llabrés also highlighted the role that both the tourism and restaurant sectors can play in marketing food products from the Balearic Islands. "We have high-quality agri-food production and tourism and restaurant sectors with considerable purchasing capacity. We must encourage these sectors to get to know each other better, establish commercial relationships and take advantage of the opportunities offered by local products," he explained.

In this context, the Director General recalled that tourism regulations in the Balearic Islands establish minimum percentages for the consumption of Balearic-origin agri-food products in tourist establishments. "Compliance with these percentages is important for our primary sector, but we must also make it easier for businesses to identify producers, learn about their products and establish their own supply channels. Initiatives such as 'Connecta Local' help precisely to bring supply and demand closer together," he stated.

Five meetings to generate business opportunities

"Connecta Local" will be organised through a format of short business meetings, known as speed dating, allowing producers to present their products directly to participating businesses, explain their characteristics and explore potential supply agreements.

This system will enable each participant to establish contacts with different businesses or producers during a single event, with the aim of identifying shared interests and potential business opportunities. The meetings will be complemented by a networking session designed to expand professional contacts and strengthen the commercial relationships initiated during the meetings.

The programme includes five morning meetings at different locations across Mallorca, making it easier for businesses and producers from different parts of the island to participate. The first meeting will take place on Tuesday, 20 October, in Andratx. Subsequent events will be held in Muro on 22 October; Cala Millor on 26 October; Ariany on 29 October; and Campos on 12 November.

The sessions are primarily aimed at retail, tourism and restaurant businesses wishing to incorporate locally produced agri-food products into their operations, as well as expand or diversify their supplier networks.

From product awareness to direct purchasing

One of the objectives of "Connecta Local" is to enable producers to present their offerings directly to purchasing businesses, ensuring that the meetings go beyond mere promotional or awareness-raising activities.

As Llabrés explained, "we want producers to be able to explain what they do and which products they offer, while potential customers can express their needs. At the same time, businesses gain first-hand knowledge of what we produce in Mallorca. This direct contact is essential for building trust and making it easier to reach commercial agreements."

The Director General added that "increasing the presence of local products in tourist establishments, restaurants and shops is an important issue for the viability of our farms and agri-food businesses. Behind every product are farmers, livestock breeders and food producers who need to market their production and obtain an adequate return."

A joint initiative to promote the marketing of local products

"Connecta Local" is an initiative promoted by the Ministry of Agriculture, Fisheries and the Natural Environment, through the Directorate-General for Agri-Food Quality and Local Products, and coordinated by Mallorca Rural, in collaboration with agricultural organisations, local councils and associations of municipalities. The programme also has the support of the Mallorca Island Council.

The registration period for purchasing businesses closed on 13 October, following completion of the selection process for participating producers. The five meetings will bring the two sectors into direct contact, increase awareness of the local agri-food offering and explore new opportunities for commercial cooperation.