Earlier quoted context omitted.
To advertise something as "it's better because it's basque/$COUNTRY" is not xenophobic at all. First, because by that definition then almost everyone would be (e.g. french). Second, because there are actual objective benefits of sourcing local products (e.g. environmental). I also really doubt what you explain is universally applicable as it looks to be a very large corporation anyway.
Its better because its local is not xenophobic, its better because its from within some made up geographical boundries is. There are tons of objective reasons to promote local products, we have incredible soil and weather, we have a historical tradition of shepherding and sea faring. But none of that is promoted, its the "its from here" with vague connotations. It is a large corporation that has had a huge trouble ex…
Everyone knows that "buying local" is about supporting local jobs/industry. There's nothing xenophobic about caring more about your neighbors than some people you'll never meet thousands of miles away.
If it is to be a meaningful term, xenophobia has to be about fear or hatred. It can't mean "favoring local over non-local".