La Orotava Boosts Local Commerce with ‘Abrazos a la altura de papá’ Campaign
La Orotava, a municipality in Tenerife, Canary Islands, is launching a latest initiative aimed at bolstering local businesses and celebrating Father’s Day. The campaign, titled “Abrazos a la altura de papá” (Embraces as tall as Dad), will run from March 13th to 19th, 2026, offering shoppers a special reward for supporting local commerce. The initiative underscores a growing trend among municipalities to actively support their local economies through targeted promotional efforts, particularly in the retail sector. This campaign specifically aims to incentivize spending within the town’s commercial zone and highlight the quality of locally produced goods.
Under the scheme, customers who spend 30 euros or more in participating businesses will receive a wedge of semi-cured smoked cheese from Quesería de Benijos, a local cheesemaker. This partnership highlights the municipality’s commitment to not only supporting its commercial sector but also its agricultural producers. The initiative, spearheaded by the concejalía de Comercio (Department of Commerce) under the “Saborea La Orotava” (Taste La Orotava) gastronomic label, seeks to create a mutually beneficial relationship between retailers and local food producers, strengthening the overall economic fabric of the region. The choice of cheese as the reward is a deliberate nod to the region’s culinary traditions and the quality of its dairy products.
Supporting Local Businesses and Producers
Deisy Ramos, the concejala delegada (councilor) for the area, emphasized the campaign’s objectives. “The goal is to incentivize purchases in the establishments of the municipality, boost local economic activity, and promote the products of our land,” Ramos stated. This sentiment reflects a broader strategy within La Orotava to prioritize local economic development and foster a sense of community pride. The campaign is designed to encourage residents and visitors alike to choose local businesses over larger chains, contributing to the sustainability of the town’s commercial ecosystem. The focus on local products also aims to showcase the unique offerings of the region and attract tourism.
Quesería de Benijos plays a crucial role in this initiative, not only by providing the reward but also by supporting over thirty local livestock farms in the Valle (Valley) region. The cheesemaker’s commitment to sourcing locally demonstrates a circular economic model, where local businesses support each other, creating a resilient and sustainable supply chain. Quesería de Benijos, located on Iglesia, 7 in La Orotava, offers a range of cheeses, including fresh goat and cow cheeses, mixed cheeses, semi-cured, cured, and requesón, as well as gourmet products. The company’s dedication to quality and flavor makes it a fitting partner for this promotional campaign.
Campaign Details and Redemption Process
To participate, shoppers must present their purchase receipts, totaling 30 euros or more, at a designated redemption point. This point will be located in a wooden kiosk situated at the Puente (Bridge) on Calle Carrera Escultor Estévez. The redemption point will operate from 10:00 to 13:00 and from 17:00 to 20:00, Monday through Friday. On Saturdays, redemption will only be available during the morning hours, and the kiosk will be closed on Sundays. The offer is subject to availability, ensuring a fair distribution of the cheese rewards. The limited operating hours and redemption location are designed to manage the flow of participants and ensure efficient distribution of the rewards.
The Ayuntamiento (Town Hall) is actively encouraging both residents and visitors to participate in the campaign, emphasizing the positive impact of supporting local commerce. Each purchase made in the Zona Comercial Abierta (Open Commercial Zone) contributes to the economic development of La Orotava and the preservation of local employment. This message underscores the importance of conscious consumerism and the role individuals play in supporting their local communities. The campaign aligns with a broader trend of municipalities recognizing the vital role of small businesses in maintaining the character and economic vitality of their towns.
Exclusions and Campaign Scope
Even as the campaign aims to be inclusive, certain types of businesses are excluded from participation. Establishments such as grocery stores, large retail chains, bakeries, pharmacies, restaurants, bars, hairdressers, lottery and betting outlets, service companies, and building material suppliers are not eligible. This exclusion is likely intended to focus the campaign’s benefits on smaller, independent retailers who may be more vulnerable to economic fluctuations. The specific criteria for exclusion suggest a deliberate effort to support businesses that are deeply rooted in the local community and contribute to its unique character. The focus on excluding larger chains and service providers reinforces the campaign’s commitment to supporting the “Zona Comercial Abierta” and its independent retailers.
Francisco Linares, the alcalde (mayor) of La Orotava, highlighted the campaign’s significance in consolidating the town’s commercial revitalization model. “La Orotava continues to consolidate its model of commercial revitalization, fostering responsible consumption and the link between commerce, tradition, and local product,” Linares stated. This statement underscores the municipality’s long-term vision for sustainable economic development, prioritizing local businesses and promoting a sense of community identity. The campaign represents a strategic investment in the town’s economic future, aiming to create a vibrant and resilient commercial sector.
The “Abrazos a la altura de papá” campaign is a testament to La Orotava’s commitment to supporting its local economy and celebrating its unique cultural heritage. By incentivizing purchases at local businesses and promoting locally produced goods, the municipality is fostering a sense of community pride and ensuring a sustainable future for its commercial sector. The initiative serves as a model for other municipalities seeking to revitalize their local economies and strengthen the bonds between businesses and consumers. The campaign’s success will likely be measured by the increase in foot traffic to local businesses and the overall boost in economic activity during the promotional period.
Key Takeaways
- La Orotava is running a Father’s Day campaign offering a free wedge of local cheese to shoppers who spend 30 euros or more at participating businesses.
- The campaign, running from March 13th to 19th, 2026, aims to boost local commerce and promote locally produced goods.
- Quesería de Benijos is partnering with the municipality, providing the cheese and supporting over thirty local livestock farms.
- Certain businesses, including grocery stores and large retail chains, are excluded from the promotion.
- The initiative reflects a broader trend of municipalities prioritizing local economic development and fostering community pride.
The next step for residents and visitors is to take advantage of the campaign from March 13th to 19th, 2026, by shopping at participating businesses in La Orotava. Further details about the campaign and a list of participating businesses will be available on the Ayuntamiento de La Orotava’s official website in the coming days. We encourage readers to share their experiences with the campaign and support local businesses in La Orotava.