Empresarios por Puerto Rico presented the 11th edition of its Cómprale al de aquí campaign, under the motto 'Este es mi equipo', to urge consumers, merchants, organizations and towns to support local commerce during the Christmas season. The centerpiece is Miércoles Naranja, set for November 25, 2026, the day before Thanksgiving, meant to encourage shoppers to make their holiday purchases at local businesses and recognize the social and economic impact of Puerto Rican companies.
President Elliot Pacheco Beauchamp said that for eleven years the campaign has promoted buying locally, and that this year it wants each Puerto Rican to see buying local as backing jobs, families and opportunity. New this year is the 5K Naranja road race, to be held in the town of Camuy, whose mayor, Gabriel Hernández Rodríguez, welcomed the event and urged residents to shop in Camuy on Miércoles Naranja.
The sports program also includes a pickleball tournament at the Puerto Rico Lottery facilities in The Mall of San Juan, and a Mercado Cómprale al de aquí market at the Lottery’s plaza on Avenida Chardón in Hato Rey, where agroentrepreneurs, farmers and small businesses will sell directly to the public. Heidi M. Hernández Olivo, assistant secretary of the Puerto Rico Lottery Bureau, said most of the bureau’s selling agents are small businesses and voiced the agency’s support.
The campaign also struck a collaboration with the Centro Unido de Detallistas (CUD), whose members can access the campaign’s digital kit at a nominal cost and use the brand. According to CUD figures released in September 2026, the group has about 6,300 members linked to roughly 18,000 establishments across 169 professional and business categories. CUD president Alan Taveras Sepúlveda called buying local an investment in Puerto Rico’s future.