The article highlights the significant economic losses, estimated at around 50 million euros, incurred by young farmers in Alicante due to the development of the orange campaign. This loss is largely attributed to the mass importation of citrus from South Africa and the business practices of large retail chains that have resulted in a substantial decrease in the price paid to farmers for their produce. Despite the recent reform of the Food Chain Law aimed at preventing the sale at a loss, farmers continue to suffer from paying production costs while receiving significantly less than the retail price. The president of Asaja Alicante has called for greater accountability from the large distribution sector and higher standards from the AICA to address these issues and protect farmers from such abuses.