“If You Eat Figs, Make Them Mine”: Mallorca Defends the Flavor and Identity of Its Local Figs

Mallorca has decided to raise its voice in defense of one of the most emblematic fruits of its agricultural landscape. Under the slogan “If You Eat Figs, Make Them Mine,” a new campaign launched in Lloret de Vistalegre promotes the consumption of locally grown figs and highlights the urgent need to protect the island’s traditional fig varieties.

The initiative has a strong gastronomic, cultural, and emotional purpose. It is not only about promoting a seasonal fruit, but also about recovering a way of understanding the land, rural life, and Mallorcan cuisine. More than 200 local fig tree varieties are still preserved on the island, many of them virtually unknown to the general public and threatened by agricultural abandonment and the growing standardization of the food market.

The campaign’s message is direct and powerful. Through striking visuals and popular language, its promoters aim to encourage consumers to choose local produce and appreciate the quality and uniqueness of Mallorcan figs over mass imports.

Figs are deeply rooted in Mallorca’s culinary memory. For generations they have been part of traditional cooking and pastry-making, eaten fresh or dried alongside bread, pastries, almonds, cheese, and cured meats. For decades, they also represented an essential food source in rural communities and a basic resource for farming families.

The campaign also draws attention to landscape preservation. Fig trees have shaped much of the Mallorcan countryside for centuries, yet many are now disappearing due to the lack of generational renewal and declining agricultural profitability.

Alongside several cultural and gastronomic activities linked to fig trees and rural traditions, the campaign seeks to reconnect society with an agricultural heritage that forms part of Mallorca’s identity. For its promoters, eating local figs is also a way of defending the territory, biodiversity, and local culture.