It turns out that in the Canary Islands, we love a good bureaucratic drama, but to sign a little paper about who puts the grilled cheese on the ferry, the public company Management of the Rural Environment (GMR) and Fred. Olsen have decided that, as good Canarians, the ideal place to seal the pact was not the Añaza Industrial Park or the El Mayorazgo, but Madrid. The agreement, formalized in Madrid on January 22, and recently published in the Official Bulletin of the Canary Islands, establishes a strategic framework for the island productions to gain visibility and market share both in inter-island connections and on routes linking the Canary Islands with the Peninsula.
The initiative is part of the ‘Growing Together’ project of the Government of the Canary Islands, whose purpose is to link the image of the archipelago as a tourist destination with its gastronomic offer under the ‘Volcanic Xperience’ brand. According to the terms of the agreement, GMR Canarias will act as a facilitator and supplier, coordinating the supply of local products to ensure their availability in onboard dining services. This model seeks to overcome the traditional logistical difficulties that have historically limited the presence of products from small producers in large-scale commercial environments.
The agreement, with an initial term of one year that can be extended, does not contemplate direct financial transfers between the parties, but is articulated through technical coordination and the willingness for strategic collaboration. To monitor compliance with the objectives, a parity Control Commission has been established, consisting of two representatives from each entity, which will be responsible for resolving possible disputes and evaluating the development of initiatives. The pact also details the conditions for the use of brands and logos, protecting the corporate identity of both companies in all joint promotional actions carried out.
This alliance represents a significant step in the professionalization of regional agri-food marketing, by integrating a reference shipping company into the primary sector’s value chain. With the signing of this protocol, GMR and Fred. Olsen aim to provide stability to a supply that, until now, depended on occasional management, establishing a regulated procedure for the introduction of new references and culinary experiences on the ships. The resolution of any conflict arising from this commitment is subject to the jurisdiction of the courts of Santa Cruz de Tenerife, thus closing a legal framework that aims to provide security to the regular activities of both entities.
