The project, which will run until August 2021, aims to expand the dissemination of Algarve orange in foreign markets where citrus fruit is most sold, such as Spain, France, the Netherlands, Denmark and Canada, said Sílvia Neves, vice president of the Algarve Citrus Operators Association (AlgarOrange),

One of the plans being prepared in conjunction with TAP, is to carry out orange tests on flights to countries identified as target markets, or at airports, as well as introducing oranges in the catering of long-haul flights, such as to Canada.

On the other hand, the association wants to create synergies with Turismo do Algarve in order to, together with hotel owners, "get tastings, give fruits to the tourist, for the end consumer to recognise the product as a calling card of the Algarve, besides the sun and beach", said Sílvia Neves.

According to Pedro Valadas Monteiro, the Algarve's regional director for agriculture and fisheries, the previous Algarve orange harvest resulted in production of 340,000 tonnes, although currently only around 20 percent is for export, a figure that he considers "clearly insufficient" compared to other fruit and vegetable production in the country.

He recalled that in 2002, the area dedicated to citrus fruit production reached its peak in the Algarve, with 18,000 hectares - 3,000 more than the current area - although production was lower (around 220,000 tonnes), an increase in productivity that he attributes to the use of technology and the modernisation of orchards.

"We need more organisation among producers in order to gain scale", he said, noting that the "first major challenge is the organisation of the sector", which must be accompanied by work in partnership with tour operators, allowing "local production" to be incorporated into Portuguese hotels.