Sergio Rodríguez, an example of a local farmer

Sergio Rodríguez, a young entrepreneur in the agricultural sector and owner of the well-known Frutas y Verduras Nito shop, has recently become a social media sensation after his videos defending the consumption of local products and explaining price fluctuations in the Canary Islands went viral. Rodríguez acknowledges that his entry into the business was not spontaneous: he learned it from his father, who worked in wholesale. From a very young age, he took on the challenge of continuing this family tradition, applying new strategies to attract the local public.

"Although local produce is not always within the consumer's reach, I am convinced that if it were closer and at a good price, people would not hesitate to buy it," says Rodríguez, highlighting the need to build a bridge between producer and consumer that benefits both parties. According to him, it is essential to find a balance between product quality and price. The use of social media, especially Instagram and TikTok, is an essential tool for Rodríguez, as he uses informative videos to clarify common doubts about the agricultural market, seeking to dispel the "nonsense" that circulates about the primary sector.

Sergio Rodríguez's agricultural work seeks to raise greater awareness of the value of local produce over imported goods. In his opinion, reviewing our consumption habits could contribute significantly to strengthening the local sector and boosting the rural economy of Tenerife. His company combines family tradition, a vocation for the countryside and a modern approach to digital marketing. Its main mission is to promote the consumption of local products, showing that, with the right strategy, consumers in Tenerife could prefer local products if they are within their reach.

Through our business initiatives, we support small and medium-sized enterprises in the local primary sector, as they promote job creation and the production and sale of fruit and vegetables grown in the Canary Islands, highlighting the work of our farmers. In this regard, our "Playa Paraíso Technology Park" project aims to incorporate an area dedicated to organic farming, with the aim of raising awareness of the importance of caring for ecosystems through agriculture.

In La Laguna, on 11 June 2025.

The coordinator,

Miguel Muñoz

–Sergio Rodríguez, owner of Frutas y Verduras Nito: "If people had local produce at their fingertips, they would consume it". Article published on 10 June 2025 in El Día:

https://www.eldia.es/economia/2025/06/10/sergio-rodriguez-dueno-frutas-verduras-118450054.html

Sergio Rodríguez, owner of Frutas y Verduras Nito. Source: El Día