Paco Alabau, standing with a box of oranges in the middle of the field

We’re not just growing fruit, we’re growing a future where the land, the people, and the planet all thrive together.

— Participant in the Tierra Madre Local Commitment project

2 mins read time
Published: 1st August 2025
Blog by Samantha Andrades

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How Valencia’s Fruit Farmers Are Leading a Local Revolution

Citrus and avocado producers in Spain are showing that fair trade can start at home—with sustainable practices, local roots, and global impact.

In the sun-drenched fields of Valencia, a quiet yet powerful shift is happening. Citrus fruits and avocados, staples of Mediterranean agriculture, are being grown not only for their flavour and quality but also as part of a larger movement toward fairness, sustainability, and solidarity.

María and Francesc in their orange grove in Valencia

Since December 2020, Oxfam Intermón has supported this transformation through the Tierra Madre Local Commitment project. Traditionally focused on working with producers in the Global South, Oxfam Intermón took a significant step to also support small-scale farmers in the Global North, starting with fruit growers in Spain.

Working in collaboration with La Unió Llauradora i Ramadera and the Fundació Llauradors Solidaris, the initiative brings together around 15 producers (depending on the season) who are committed to more sustainable and equitable farming. These farmers are championing a new model of agriculture, one that puts the environment and fair labour practices first.

This project isn’t just about growing food, it’s about growing change. By promoting local production over mass imports, prioritising ecological sustainability, and ensuring fair conditions for workers, the initiative sets an example for what responsible agriculture can look like in Europe.

Oxfam Intermón currently sells these fruits in Spain and exports them to Austria, with discussions underway to expand to other European markets. This growth is part of a broader push to show that fair trade doesn’t have borders, it’s a principle that can and should apply everywhere.

María and Francesc in their citrus plantation in Valencia with an Oxfam Intermón staff member.

Through the Tierra Madre Local Commitment, Valencia’s fruit farmers are proving that when we invest in ethical, local food systems, the benefits extend far beyond the field. Consumers, communities, and the climate all stand to gain.