Huerta.
Terra Madura launches its campaign on the price of oranges
Terra Madura is publishing its first social media campaign, “Who is getting their hands on your oranges?”. A short video asks a simple question: how many intermediaries stand between the tree and the table, and how much of what the buyer pays reaches the grower.
The data back up the question. According to COAG’s Origin and Destination Price Index, in June 2026 oranges were paid €0.41/kg at the farm gate and sold at €2.04/kg at retail, 4.98 times more (COAG, IPOD June 2026 (PDF published by UAGR)). In September 2026 lemons went from €0.50 to €3.41/kg (COAG, IPOD September 2026 (PDF published by UAGR)). These are average prices for Spain.
Terra Madura is an association of growers, food makers, restaurants, shops and community in València and l’Horta Nord. Growers sell directly to the people who cook and eat, with their name, origin and harvest date. The association does not take part in those sales and charges nothing on them.
The campaign runs on Instagram and X. More data, each with its source, in The huerta in figures.
If you grow, cook or eat in l’Horta, join the Terra. Joining is free.
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