Murcia is not a marketing city, and that is exactly why it is worth working in. The money here comes from growing, packing and exporting food, and the companies that do it have discovered that a supermarket buyer in Germany and a shopper on Instagram both respond to video.

What the local economy pays for

The region exports fruit and vegetables across Europe on a scale most Spaniards underestimate. Around that core sit packing plants, irrigation and machinery companies, organic certifications, and a growing number of brands that sell direct to consumers instead of only to distributors.

That last group is the opportunity. A cooperative that used to sell pallets now has an online store, an Instagram account and no idea how to fill either. It needs someone who can show a lemon, a pepper or a jar of preserved vegetables in a way that makes people want it.

Next to agriculture sit the categories any city of this size has: restaurants, gyms, clinics, opticians, furniture, local fashion, and a large student population from the university that supports affordable brands and nightlife.

Making an ordinary product look like a brand

This is the skill Murcia pays for, and it is learnable. Food product video that works has four elements: real hands doing something, natural light from a window, sound that is not music only, and a specific claim in the first two seconds. Cutting a fruit, showing the inside, saying why the variety matters, and closing on where to buy it will outperform a slow motion montage every time.

Build your portfolio with that. Three product videos of things you bought at the supermarket are worth more than ten travel style clips, because they show a food exporter exactly what it would receive.

Local rates and the export bonus

Local budgets are modest: a single video for a shop or restaurant commonly runs 60 to 120 euros, and 150 to 300 euros with a track record. Packs of three to five sell between 400 and 900 euros.

The exception is the export side. A company selling to buyers abroad has a real marketing budget and often needs the same video in Spanish and English, sometimes in German or French. That work is priced closer to the national average, and it repeats each season.

Invoicing, the same gate as anywhere in Spain

A cooperative or an exporter cannot pay you without an invoice, so being registered as autonomo is what makes you visible to the good clients. Your invoice carries VAT and, when you work for a company, an income tax withholding, which means the transfer you receive is smaller than the total. Say the price with and without VAT in your proposal and nobody is surprised.

A realistic way to start

Film four food pieces at home this week, send them to fifteen local producers, packing companies and specialist shops with a price and a date, and offer the English version as an option. In a market with almost no competition, a specific message with proof attached gets answered.

Where to go next

Murcia rewards a specialist in product and food video more than a generalist. Our guide on how to become a UGC creator covers the portfolio, the pricing and the outreach that turn that into steady work.

Sources

Checked on 26 August 2026. Thresholds and rates change: where this guide and the official source disagree, the official source is right.