Amazon stream and in-store tasting events showcase Costa Rican bananas, pineapples, and cassava to millions of consumers across Europe
Costa Rica’s nation brand, Essential Costa Rica, has launched the second phase of its international campaign to promote the country’s fresh produce to millions of consumers across the UK, Germany and Spain.
The campaign, titled ‘The Natural Choice’, encourages consumers to incorporate Costa Rican bananas, pineapples, coffee and cassava into easy-to-prepare recipes developed by chefs from each market.
The multi-channel marketing push spans Amazon’s advertising platforms, including a dedicated Amazon Brand Store, advertising on Prime Video, a homepage on Fire TV, Alexa brand experiences in the UK and Germany, and Amazon Fresh Bags in the UK and Spain.
Central to the campaign are 12 original recipe videos, four in each market, featuring chefs who interpret Costa Rican ingredients through the lens of their local culture and cuisine, demonstrating the versatility of the country’s produce.
Building on the campaign’s first phase, launched in the second half of 2025, the latest activation introduces a programme of in-store customer engagement. In France, 120 tasting events will be held in 20 supermarkets during June and July, and in Germany, an additional 120 pineapple tasting events will take place in 17 supermarkets.
Adriana Acosta, director of Essential Costa Rica, said: “We are constantly looking for ways to connect our agricultural value proposition with European consumers in a way that feels innovative but above all natural.
“Working with Amazon Ads Brand Innovation Lab allows us to become part of consumers’ everyday lives – whether they are preparing a recipe with Alexa, discovering Costa Rican ingredients on Fire TV before watching a film, or finding recipe inspiration on their Amazon Fresh delivery bag.”
Kate McCagg, global head of Amazon Ads Brand Innovation Lab, added: “What I love about this campaign is how naturally it fits into consumers’ lives. Whether they’re watching a recipe on Fire TV, cooking hands-free with Alexa, or unpacking their groceries, the story of Costa Rican produce meets them where they are, and adds useful content and vibrancy to an everyday moment.”
The campaign forms part of Costa Rica’s broader strategy to diversify its agricultural exports in European markets to meet growing demand for its produce. According to data from Procomer, exports of green coffee, pineapple, banana and cassava to Spain, Germany and the UK increased by 23.6 per cent in the first four months of 2026 compared to the same period in 2025.
The initiative is also intended to strengthen Costa Rica’s reputation for sustainability, biodiversity, and the freshness of its agricultural products and production processes.
