This contribution explores the buyer side of the value chains of the main agricultural products exported from the Mediterranean Partner Countries (MPCs) to the EU, taking Spain as an explorative case study in the broader European context. It draws on the Global Value Chain (GVC) approach to provide new survey-based evidence for better profiling the opportunities and constraints for EU trade for orange, strawberry, tomato and olive oil imported from Morocco, Tunisia, Egypt and Turkey. The approach used complements inquiries using quantitative trade models usually based on aggregate sectoral level. Results show differences depending on the product and the country studied. There are in all cases multiple challenges to be solved at the origin of the value chain including better chain organization, further transparency and security, improvement in infrastructure and logistics, keeping transaction costs manageable at the same time. Consumer preferences in buyer markets when sourcing must be taken on the first place. The findings can have relevant policy implications in terms of prospective Euro-Mediterranean Partnership Agreements on agriculture and food.