The public company Gestión del Medio Rural de Canarias, dependent on the Consejería de Agricultura, Ganadería, Pesca y Soberanía Alimentaria of the Gobierno de Canarias, have formalized an agreement of collaboration with CB Canarias aimed at strengthening the connection between local product and sport.
The agreement, framed within the promotion strategy of the Volcanic Xperience brand, aims to give visibility to agri-food products of the Archipelago and bring them closer to new audiences through the activity of a leading club in the national and international sports scene, with a solid social base and a prominent formative role in grassroots sports.
The signing ceremony, which was held at the Pabellón Santiago Martín, was attended by the counselor of Agriculture, Livestock, Fisheries and Food Sovereignty, Narvay Quintero, the CEO of GMR Canarias, Juan Antonio Alonso, the president of CB Canarias, Aniano Cabrera, the president of the CB Canarias Foundation Santiago Cacho, as well as Aaron Doornekamp and Héctor Alderete, players from La Laguna Tenerife.
The counselor Narvay Quintero emphasized that “this type of alliances allow us to bring the Canarian product closer to the citizens from new spaces, linking it to values such as effort, health, and teamwork that sport represents”. Likewise, he underlined that “we continue to bet on innovative promotion formulas that strengthen the consumption of local product and contribute to the development of the primary sector”.
For his part, the CEO of GMR Canarias, Juan Antonio Alonso, stressed that said collaboration “represents an opportunity to strengthen the positioning of our productions in areas of great visibility, such as sports”. In addition, he assured that GMR Canarias will continue working to generate alliances that add value to the primary sector and expand promotion and commercialization opportunities.
For Aniano Cabrera, president of the Canarian entity, "it is an agreement with which we are very satisfied, that will serve to promote local product and give visibility to the consumption of our own". "It is a pride to act as ambassadors for the Canarian product", he added.
The agreement contemplates the development of different actions during the 2026/2027 season aimed at the gastronomic dissemination and outreach, nutritional education and the promotion of local product in the sports field. Among them, highlights include the organization of educational tastings in the Santiago Martín Pavilion during the Liga Endesa matches, with spaces for the realization of tastings in which information will be provided about the origin, seasonality and properties of Canarian products, as well as special promotion actions on significant dates such as the Día de Canarias.
Likewise, the campaign "Elite Nutrition" will be promoted, with content starring first-team players as prescribers of local product, along with recognition activities for the primary sector through the monthly delivery of product batches to outstanding players, accompanied by dissemination actions about the producers.
In addition, the agreement includes cohesion initiatives and seasonal campaigns, such as the welcome to new members of the club with products and information about the Canarian agrarian identity, or specific actions at Christmas to promote responsible consumption and support small agrarian and agri-food companies.
This collaboration is integrated into the strategy of GMR Canarias to promote the consumption of local product, favoring its access to new channels and consolidate its presence in different areas of society, from gastronomy to sport and culture.
With this type of projects, Gestión del Medio Rural de Canarias continues to advance in its objective of positioning the Canary Islands brand as a benchmark for quality, identity, and sustainability, while simultaneously supporting the primary sector and promoting a development model more connected with the territory.