With the project we carried out in 2016-2017, we aimed to create economic value from prickly pear (Opuntia ficus-indica), a fruit that was previously underutilized and sold informally from the backs of trucks. Through this initiative, we introduced the fruit to formal agricultural and commercial sectors, emphasizing its potential in food production and export markets. As a result of our efforts: Prickly pear was registered in the Farmer Registration System (ÇKS) for the first time in Turkey, officially recognizing it as a cultivated crop. New product lines such as prickly pear ice cream and marmalade were developed, demonstrating its potential for commercial food production. A new export category was created, allowing local farmers and producers to benefit economically from the international trade of this fruit. Awareness was raised about the agricultural, nutritional, and economic benefits of prickly pear, encouraging further investment in its cultivation. This project played a pioneering role in rural development by transforming an overlooked fruit into a valuable economic asset. Due to its impact, our project was recognized as the flagship project by the European Union Delegation to Turkey, highlighting its success in enhancing local agriculture, promoting sustainability, and supporting rural economies.