Xàbia Launches “Consumeix Xàbia, KmX” to Champion Local Produce

Xàbia Council has unveiled its new local consumption campaign, “Consumeix Xàbia, KmX”, an initiative designed to encourage residents and visitors to buy locally produced goods. The campaign highlights traditional farming and fishing as cornerstones of the town’s identity, sustainability, and economic resilience.

The initiative comes at a time of global economic uncertainty, shaped by rising tariffs and import challenges. In this context, supporting local products is presented as a smart, sustainable choice that strengthens the local economy while protecting Xàbia’s roots.

Mayor Rosa Cardona explained that “choosing local products means choosing our town, our landscape, and our future. Shopping in Xàbia isn’t just an economic decision; it’s a commitment to the land and to those who care for it every day.”

Under the slogan “Arrels que alimenten. Consumeix Xàbia” (Roots that feed us. Consume Xàbia), the campaign shines a spotlight on the town’s farmers and fishermen, bringing visibility to the traditional knowledge and hard work behind every product. As the mayor noted, “farmers and fishermen face different challenges, but they share the same goal: to make a decent living from their work.”

The project is built around several strategic pillars, including strengthening local identity, promoting sustainability and the circular economy through the KmX concept, and defending local consumption as a practical response to global challenges. “Defending agriculture and fishing means defending jobs, land, and social balance,” Cardona added.

Planned actions include a visual and digital campaign featuring a promotional video, outreach through social media and local media, signage for shops that sell local products, and the distribution of branded shopping bags. The local council will also promote educational activities in collaboration with schools, including visits to orchards and the fish market, to raise awareness of the value of locally sourced food.

The mayor stressed that “sustainability policies must protect the environment, but also the people who care for it through their work” warning that without farmers and fishermen, “we lose local produce, a close-to-home economy, and our future as a town.”

The campaign will roll out on social media from Monday 26th January to Tuesday 31st March, alongside a series of street marketing actions across the municipality.