The article provides an overview of the agricultural sector in Mersin, Turkey, highlighting its leadership in crop production, agricultural income, and agri-food exports. The city is renowned for its citrus production and is the source of a significant portion of Turkey's agricultural and food exports. The Mersin Citrus Festival has resumed after a pandemic-induced hiatus, showcasing new fruit and plant varieties. The article also emphasizes the need for increased support from food industrialists and a strategy to diversify target markets, especially in the face of declining competitiveness in citrus exports due to lower unit export prices. The article calls for action to improve farmers' earnings by comparing their income to that of their international counterparts and stresses the importance of product diversification for the sector.