Costa Rica Concludes the United Kingdom Phase of its European Campaign to Promote Pineapple and Cassava

London – Costa Rica celebrated tastings and commercial activations in the UK to promote pineapple and cassava in the British market, as part of a larger European project promoted by the essential COSTA RICA Country Brand. The final event consisted of a culinary demonstration for food media professionals led by chef Nuria Azofeifa, who presented recipes that showcase the versatility of these products in contemporary cuisine. 

The activities carried out in the UK are part of the international campaign ‘Producers of Wellbeing,’ an initiative of essential COSTA RICA to highlight the quality, origin, and sustainable values of Costa Rican exports. The strategy covered the European countries of the UK, Germany, and Spain, as well as Canada, Japan, and Saudi Arabia.

Laura López, CEO of the Trade & Investment Promotion Agency of Costa Rica (PROCOMER) and President of the Inter-institutional Committee of the Country Brand, highlighted the comprehensive scope of the campaign: “With “Producers of Well-being”, we seek to o]er European consumers an authentic window into Costa Rica: products grown with respect for nature, sustainable practices and a production model that focuses on quality and people’s wellbeing. In the United Kingdom, we closed a very successful cycle that reinforced the value of our pineapple and cassava, while bringing the history and essence of our country closer to the European public.”

A commitment to educating consumers and promoting new uses

During the tastings, essential COSTA RICA and PROCOMER placed special emphasis on raising awareness of the properties and benefits of Costa Rican pineapple and cassava, the latter still uncommon in British consumers’ shopping baskets but with remarkable culinary potential. With a smooth texture, gluten-free and suitable for both everyday preparations and more sophisticated gastronomic dishes, cassava can be baked, boiled, fried or cooked in an air fryer, and is available fresh and frozen.

“The UK is already familiar with the excellent adaptability of pineapple,” explained López. “And while consumption in the country remains limited and concentrated among immigrant populations, we have found a great opportunity in cassava. We seek to inspire consumers and show that it is a highly versatile ingredient, easy to prepare and with a very attractive nutritional profile.”

The British phase of the project included tastings and activations in commercial establishments, developed in partnership with the Tesco and Morrisons chains, which positively assessed the public’s response and interest in exploring new tropical products. In addition to this, a digital positioning strategy was developed as well as advertising at the Waterloo station of the London Underground.

The actions in the United Kingdom closed the first stage of a comprehensive strategy that combined in-store promotions, culinary experiences, digital presence, and a handcrafted visual narrative created exclusively for the campaign. 

In the UK, Spain and Germany, the initiative was accompanied by a multi-channel implementation on di]erent Amazon platforms through a partnership with Amazon Ads Brand Innovation Lab. In these countries, there was a rollout on Fire TV, Prime Video, the Amazon brand store, Amazon Fresh, Amazon Lockers and a personalised experience with Alexa, designed to guide consumers in selecting and preparing Costa Rican products.

“The articulation of this project demonstrates Costa Rica’s ability to innovate in the way it tells its agricultural story to the world,” added Laura López. “In 2026, we will continue to strengthen these initiatives, convinced that the quality and sustainability of our products have an increasingly important place on European tables.”

With this closing event in London, Costa Rica concludes a year of strong presence in Europe, promoting foods produced under responsible standards focused on well-being, transparency, and sustainability.