Spain's Valencian Farmers Association (AVA-ASAJA) says farmers will on Thursday hand out more than 4,000 kilograms of citrus to residents of the city amid a crisis in the industry.
The organization says the move is a protest against a perceived lack of government support to the sector which has been greatly impacted by ongoing poor market conditions.
Growers will meet in Valencia's Plaza de Toros in the morning to give away fruit to passers-by.
"Through this action, which follows mobilizations started on Dec. 14 with a protest outside the Agricultural Commission, this organization plans to denounce the severe crisis gripping the sector and demand that authorities implement urgent measures," it said.
The protests will continue in the capital Madrid the following Tuesday outside the European Commission's offices, with citrus growers from various regions of Spain expected to attend.