Costa Rica Targets European Shoppers With Major Amazon Produce Campaign

Costa Rica is bringing its bananas, pineapples, coffee and cassava to the attention of millions of European consumers through an ambitious campaign spanning Amazon’s digital channels and hundreds of in-store tasting events.

The country’s official nation brand, essential COSTA RICA, has launched the second phase of “The Natural Choice” across the UK, Germany and Spain, using a combination of video content, recipes, product sampling and interactive experiences to promote the quality and origin of Costa Rican produce.

The initiative does not involve selling all the featured products directly through Amazon. Instead, it uses Amazon Ads channels to reach shoppers during their everyday entertainment, cooking and grocery-shopping routines.

The campaign includes advertisements on Prime Video, a dedicated Amazon Brand Store, a custom Fire TV landing page and branded Alexa experiences in the UK and Germany. Costa Rican products and recipes are also being promoted on Amazon Fresh delivery bags in the UK and Spain.

At the heart of the campaign are 12 original recipe videos, with four created for each participating market. Developed by local chefs, the recipes show consumers how Costa Rican bananas, pineapples, coffee and cassava can be incorporated into dishes reflecting their own national cuisines.

Adriana Acosta, director of essential COSTA RICA, said the collaboration with Amazon Ads Brand Innovation Lab enabled the campaign to become part of consumers’ everyday lives while strengthening the position of Costa Rica’s agricultural sector.

The current activity builds on the first phase of The Natural Choice, which ran during the second half of 2025. According to essential COSTA RICA, that initiative was the first multi-market national export brand campaign to use Amazon Ads.

Costa Rica’s latest push comes amid strong growth in exports to its target European markets. Figures from the Trade and Investment Promotion Agency of Costa Rica, PROCOMER, show that exports of green coffee, pineapple, banana and cassava to the UK, Germany and Spain increased by 23.6 per cent during the first four months of 2026.

Their combined value rose from US$142.2 million during the corresponding period of 2025 to US$175.8 million this year.

The digital campaign is being supported by physical retail activity in France and Germany. During June and July, 120 tasting events featuring Costa Rican pineapple and cassava are being held across 20 Intermarché supermarkets in and around Paris.

A further 120 pineapple tastings are taking place at 17 EDEKA supermarkets belonging to the Meyer and Struve groups in Hamburg and surrounding areas.

Launched on 22 June, The Natural Choice forms part of Costa Rica’s wider strategy to diversify its agricultural exports and strengthen the country’s international association with sustainability, biodiversity and fresh, high-quality produce.

Source: Fresh Produce Journal, with campai