Producers of wellbeing – Turning origin into preference

Producers of wellbeing – Turning origin into preference

Entered by essential COSTA RICA

Rapid shifts in international trade — from rising protectionism and new tariffs to changing market conditions — were creating uncertainty for Costa Rica’s exporters. Agriculture was expected to be among the most affected sectors, making diversification and new demand increasingly urgent. Rather than wait for disruption, Costa Rica used trade intelligence to identify new opportunities.

Agriculture emerged as a strategic priority. In 2025, it remained Costa Rica’s second-largest goods export sector, representing approximately 16% of goods exports and supporting more than 200,000 jobs. With thousands of livelihoods connected to the sector, the impact of new tariffs extended beyond export performance. Four products offered particularly strong opportunities: pineapple, banana, coffee, and cassava.

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The Place Brand Portfolio is City Nation Place's searchable portfolio of Awards case studies from the past five years.


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