Portugal’s Algarve citrus sector is seeking to strengthen its position in Europe by competing on quality and provenance against larger suppliers such as Spain and Egypt. In June, it brought journalists and influencers from France, Germany and Belgium and the UK to the Algarve to visit orchards, meet producers and observe packing operations. Citrinos do Algarve holds Protected Geographical Indication (PGI) status and covers oranges, mandarins, clementines and lemons grown in the region. Algarve CitrusFigures shared during the visit put the Algarve’s annual citrus harvest at about 350,000 tonnes, compared with approximately 400,000 tonnes across Portugal. While these examples do not demonstrate a sector-wide shift, they are indicative of leading by example and that change could be taking root in parts of the Algarve citrus industry.