McDonald’s has launched the ‘En el Campo x El Campo’ initiative, aimed at supporting farmers affected by the devastating DANA storm in Valencia. This campaign is part of the company’s larger commitment to sustainability and local agriculture, reinforcing their message of social responsibility.
The initiative includes organizing a charity football match on March 18, 2025, which will be held on a football field surrounded by citrus farms. The match aims to raise funds for replanting the damaged fields and will feature two teams led by notable figures, Joaquín Sánchez and DjMaRiiO, along with former football players, influencers, and celebrities.
This campaign is not just about fundraising; it seeks to increase awareness about the importance of protecting the Spanish countryside. An Ipsos study commissioned by McDonald's reported surprising results: 79% of Spaniards believe companies should support local farmers and ranchers. With this, McDonald's demonstrates its alignment with public sentiment, showing its commitment to the agricultural community.
The DANA storm, which wrought havoc on the region last October, left 25,000 hectares of crops devastated and impacted 49,000 farmers, according to data from Agroseguro and the Ministry of Agriculture. The economic losses from this natural disaster have surpassed €192 million, with thousands of citrus trees destroyed. This catastrophic event highlights the fragility of the agricultural sector, stressing the need for immediate support.
“The Spanish countryside is the origin of the products we offer every day in our restaurants. Therefore, our responsibility goes beyond serving good ingredients: we want to be alongside those who make our work possible,” stated Álvaro Miguel, CMO of McDonald's España. His words reflect the company’s desire to not only operate sustainably but to actively contribute to the recovery of affected areas.
The collaboration of McDonald’s with the COPAL association—a cooperative focused on citrus growers—is pivotal for local agricultural recovery. COPAL emphasizes how citrus plantations are the soul of the Valencian land. The association expressed, “This collaboration with McDonald's is a key step toward the recovery and replanting of the trees sustaining our local economy.” Such partnerships are instrumental for the revival of local farming practices.
This campaign aligns with McDonald’s broader commitment, referred to as Project Big Good, which has been dedicated to supporting agricultural initiatives since its inception. The initiative has attracted attention not only for its philanthropic efforts but also for bringing together community members and celebrities to raise funds and generate support for the agricultural sector.
On the day of the charity match, attendees can expect not just competitive play but also various activities aimed at educating the public about the challenges facing farmers today. The event is set to symbolize the unity between sports, food, and local agriculture, showcasing how each element is integral to the society’s wellbeing.
Economic recovery from the DANA will require collective action and sustained commitment from both businesses and consumers. By rallying community support through initiatives like ‘En el Campo x El Campo,’ McDonald’s is not only making strides to heal the land but also encouraging other companies and individuals to join the cause.
The message is clear: every effort counts, and the agricultural community must feel the support of those who rely on the bounty they provide. McDonald’s is creating a model for corporate responsibility, demonstrating how businesses can play a pivotal role during crises.
Looking forward, the company hopes to inspire other organizations to take similar steps, ensuring along with CONSAL their roots remain deep within the affected community and local economy. The outcome of their fundraising efforts could mean the difference between recovery or sustained hardship for the families reliant on the land.
Late last year’s storm put many farms at risk, and the path to recovery may be long. Yet, with the collective effort showcased by McDonald’s and its partners, there is hope on the horizon for Valencian farmers and their crops.