AgriLink Situation of direct marketing. - AgriLink

Situation of direct marketing.

Spain, Navarra

Navarra is a region located in the north of Spain with a border with France. It is a small region in which there are different agricultural productions, in the northern area the cattle and sheep milk and meat livestock stands out and agriculture predominates in the middle and southern areas.

Region map.

In this northern area, the two designations of origin of cheese in the region are placed. In the southernmost area, a very important horticulture linked to the agri-food industry predominates. It can be said that it is a small region with great agricultural wealth.

Study focus

Since the eighties, most of the agricultural production in Navarra has been intensified and has been commercialised by the agro-food industry. This has led to a situation in which farms have been forced to maximise their production in order to obtain adequate profit margins. Over these years, there has not been a specific structure to support farmers who wanted to take up direct marketing.

The analysis carried out in the Agrilink project shows that the adoption decision has been influenced by the opinion of reliable people (family, neighbour farmers and advisors who usually help them on other issues). In recent years, an increase in the demand for local products has been consolidating and there are several initiatives to support farmers:

– Creating a brand that encompasses local products of Navarra;

– Creating a centre ( to collect local organic products and supply them directly to the consumer;

– Establishing the foundations for the consumption of local products in collective catering.

The decision to adopt direct marketing combines agroecological values with economic and productive interests. In general, it is understood as a philosophy of life, satisfaction to be able to live in rural areas and try to produce in a different way, with higher quality, giving a higher added value to the product and having direct relationship with the consumer. See these examples:,

The decision not to adopt is influenced by the fact that the workload increases and that some farmers prefer to focus on production. Besides, hygienic-sanitary regulations are an important obstacle for small farms, and farmers believe that it is necessary to have a better support structure to make the adoption easier.


Full report is available here.

Partner and responsible person contact


Noelia Telletxea,

INTIA, SA, the regional public advisory service, has a long experience in agricultural advice, counting on teams of technical advisers who have been key in transmitting this knowledge to farmers in Navarra.SA

Lessons learned
1 A better support structure is needed.
For the promotion of this way of commercialization, the producers believe that a better support structure is needed that works, among other issues. First, on the development of the consumption of local products, using short circuits in collective catering in general and school canteens in particular. In addition, the creation of a brand that defines the criteria of local products being able to jointly advertise.
2 Direct sales combines agro-ecological values together with productive and economic interests.
The decision to make direct sales combines agro-ecological values together with productive and economic interests. These are mainly family farms with family members working in it.
3 Non adoption is motivated by the increased workload.
The decision not to adopt is motivated by the increased workload involved in the transformation, sale and distribution of products.

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