This research provides a conceptual framework to analyse the concept of ‘crisis’ and its multiple origins in the Spanish horticultural sector, the largest horticultural exporter in Europe. For this purpose, this study provides a typology of crises and a classification according to their nature, reasons, and temporary impact. Consequently, this research reviews and chronologically classifies the harmful campaigns that have originated several of those crises. Additionally, the impact on the perceived product-country image is analysed through an empirical research based on the results of a survey of consumers in several European countries.