The Vélez-Málaga City Council has launched the initiative 'A su tiempo sabe mejor' to raise awareness about harvesting at the optimal ripeness of mango and avocado, a sector that generated 357 million in 2024.
The Vélez-Málaga City Council activated the 'A su tiempo sabe mejor' campaign on Monday, a project aimed at safeguarding the reputation of subtropical fruits from Axarquía. The initiative, which will be promoted on municipal social media, reminds producers, marketers, and consumers that harvesting too early to reach the market sooner harms the taste and texture of the fruit. The region exports mango and avocado to over thirty countries, mainly in the European Union, and in 2024, exports exceeded 106,000 tons, with a value close to 357 million euros.
The mayor of Vélez-Málaga, Jesús Lupiáñez, has stated that the campaign "is born to defend something that is part of our identity." He noted that "mango and avocado represent thousands of jobs, hundreds of agricultural operations, marketing companies, cooperatives, and the daily effort of many families in the municipality and throughout Axarquía." Lupiáñez emphasized that the prestige of Axarquía mangoes "has not been achieved overnight," but is the result of "the work, experience, and commitment of producers to quality." This quality, he added, "begins in the field, respecting the ripening times of the fruit, and ends when the consumer enjoys a mango with all its characteristics."
A strategic sector for the local economy
Axarquía has established itself as one of the main European regions for the cultivation of these subtropical fruits. In the province of Málaga, mango and avocado exports reached a record 106,000 tons in 2024, with a value of 357 million euros. These figures reflect the importance of a sector that generates thousands of direct and indirect jobs in Vélez-Málaga and neighbouring municipalities. The City Council emphasizes that harvesting too early to anticipate the arrival of the product in the market can affect the consumer experience and, consequently, the recognition achieved by Axarquía mangoes over the past decades.
Lupiáñez also appealed to the shared responsibility of all stakeholders involved in the value chain. "We all are part of the chain that makes it possible for Axarquía mango and avocado to continue being synonymous with quality," he stated. In his view, respecting the times of each crop is key to protecting "the present and future of a sector fundamental to the economy of Vélez-Málaga and the entire region."
Educational and awareness-raising content
The campaign's content will have an educational and awareness-raising character, with special attention to the consumption of seasonal products and the role of producers, companies, and consumers in consolidating the image of excellence of Axarquía's subtropical fruits. The City Council reminds that the Axarquía mango campaign usually begins at the end of August and reaches its peak production between September and October, a period when the fruit has the best ripening and taste conditions. For the residents of the region, the initiative serves as a reminder that buying mango and avocado at their optimal time not only guarantees better taste but also supports the local economy and the sustainability of the sector.
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