La Floración Farm dedicated to the cultivation of traditional varieties of yellow peach from Cieza (Murcia) was selected by FITUR, among more than 400 candidates from around the world, as one of the nine key finalist initiatives to minimize waste and promote a more circular tourism model.
The project's entrepreneurs received the award at FITUR and participated in a roundtable discussion on natural and cultural heritage as a driver of food sustainability.
The agrotourism project Finca La Floración, located in Cieza, was recognized as one of the nine finalist initiatives in the FiturNext 2025 Challenge, which focuses on how tourism can contribute to sustainable food management. This recognition highlights the company's commitment to sustainability and the promotion of local gastronomy. The Advisory Board that selected the nine finalists from more than 400 initiatives from around the world are world-class tourism experts. Finca la Floración was only surpassed by winning projects at the Too Good To Go App level, the Sustainable Gastronomic Routes of the Regional Government of Extremadura, and the Norwegian cruise line Hurtigruten Cruises.
Awards at Fitur Madrid
FiturNext, the FITUR Observatory dedicated to promoting good tourism practices with a focus on sustainability, has positively assessed the agrotourism farm project located in Cieza (Murcia) for its focus on the recovery of traditional peach varieties from Cieza (Murcia) and the creation of tourist experiences that connect visitors with local production, such as stargazing or guided bicycle routes along the Vía Verde del Chicharra.
The Farm has a Cieza Peach Interpretation Center where workshops and tastings are offered that allow participants to learn about the production process and enjoy the authentic flavors of Cieza and its region.
Among the initiatives carried out by Finca La Floración is the use of peaches with external defects or small sized ones of the same quality, creating artisanal jam for sale. They also create handcrafted products with the flowers and pruning remains, turning them into earrings, necklaces, and souvenirs. They also launch a Metro 0 orchard cultivated with sustainable practices for consumption by the farm's visitors.
The farm's director, Pilar Hortua, was responsible for collecting the award at the Madrid International Tourism Fair, while Antonio Santos, co-founder of the farm, participated in a roundtable discussion on natural and cultural heritage as a driver of food sustainability, along with two other finalist projects.
Open House
This recognition encourages the two entrepreneurs from the farm to continue working to promote sustainable agriculture and promote the cultural and culinary richness of Cieza.
To publicize the project and upcoming initiatives at Finca La Floración, an Open House has been organized for Saturday, February 1st, so that nature lovers, hikers, cyclists, and sustainable tourism enthusiasts can learn about the project they are developing, its facilities, its craft shop, and its location just 240 meters from the Vía Verde del Chicharra, making it an ideal stop on a hike through its surroundings.
The activity will take place between 10:00 a.m. and 1:00 p.m. Visitors will be able to visit the Cieza Peach Interpretation Center and discover the secrets of this culinary delight, as well as taste the farm's artisanal peach jam and its original crafts shop.
A visit to the Interpretive Center with jam tasting costs just 5 euros, and includes a gift of one of the farm's artisanal peach jams or a handmade souvenir.