In an era of ecological urgency and demographic imbalances, the rural world occupies a central—though often underestimated—position in the global sustainability agenda. This insight was the guiding principle behind the second edition of Agroforum, a conference organized by IESE Business School and Alianza Rural, under the theme: “The Countryside: Driving Economic, Social, and Environment Progress.” Held in April 2025, the event convened policymakers, academics, entrepreneurs, and institutional investors to explore the future of rural ecosystems and agribusiness from multiple, interlinked perspectives.
Agroforum 2025 was structured around two core pillars: the environment and water management. These were flanked by two thematic workshops focused on technological innovation for agrarian activities. The structure itself signaled a new narrative for rural development—one that positions the countryside not merely as a site of resource extraction, but as a strategic platform for climate mitigation, food security, biodiversity preservation, social welfare, and economic regeneration.
The forum underscored the need for a comprehensive approach that harmonizes environmental stewardship with economic viability. A consistent message from participants was that sustainability must not be pursued in opposition to profitability, but rather through it. This paradigm is particularly salient in the context of the European Green Deal and the forthcoming post-2027 Common Agricultural Policy (CAP), as articulated by Ricard Ramon i Sumoy of the European Commission’s Directorate-General for Agriculture and Rural Development.
The forum’s panels highlighted activities that serve dual roles: ecological preservation and rural economic development. Extensive livestock farming and rural tourism emerged as paradigmatic examples. Juan José García from ITACYL emphasized that these models sustain local biodiversity while maintaining the cultural landscapes that define rural identity.
Diego Satrústegui of Espacaza and Enrique Valero of Abadía Retuerta brought forward the role of hunting and interior tourism (including wine-related), and extensive livestock in revitalizing economically declining regions. These sectors not only generate employment but also incentivize the conservation of flora and fauna, while diversify the rural economies in depopulated regions and preserve the cultural heritage. Inmaculada de Benito from CEOE underscored the need for regulatory clarity to unlock tourism’s full potential, especially regarding land use and multifunctional activities in agrarian territories.
One of the most intellectually charged sessions was the panel on carbon farming. While the compliance carbon markets are relatively mature, the voluntary markets remain nascent and troubled. As several speakers noted, expectations around credit pricing and transaction volumes have not been met. Juan Carlos Gómez of Acciona and Mark Titterington from the Forum for the Future of Agriculture explored how regulatory uncertainty and verification bottlenecks impede scalability. The anticipated EU regulation for voluntary markets is therefore viewed as pivotal for market confidence and expansion. Panelists such as Antoni Bandrés of Danone and José Luis García Ruiz of Biofer KmZero presented compelling case studies of emissions reduction and carbon capture through agricultural innovation—ranging from biofertilizers to precision farming technologies.
In a session devoted to perennial crops and their role in the rural economy, experts explored how Spain’s agroclimatic diversity can be leveraged through adaptive cultivation strategies. Sara Álvarez of ITACyL presented empirical findings on almond and pistachio cultivation in the Castilla y León region, where research focuses on varietal selection, irrigation management, and data-driven plantation design. With 54 Inforiego stations supporting agronomic decisions, the region is pioneering scalable models of smart agriculture.
Complementing this, Juan Vilar Hernández—director of the MBA Oleícola in Jaén and advisor to the International Olive Council—argued for a hybrid strategy in the olive oil sector: “The future lies in reconciling intensive production with the ecological differentiation of traditional groves.” His intervention also addressed ongoing challenges linked to pricing volatility and trade policies, reinforcing the need for policy innovation and value-added positioning.
Water: A Strategic National Challenge
The second day focused on the critical and contentious issue of water management. With Spain experiencing increasingly extreme hydrological events—prolonged droughts punctuated by catastrophic floods—calls for a national water strategy were unanimous. Former Minister Jaime Lamo de Espinosa made a powerful case for viewing water as a shared national asset, demanding coordinated investment in infrastructure and governance.
The high-level panel moderated by Juan Valero de Palma (President of FENACORE) offered technical and strategic insights. Juan Manuel Vázquez Hermida of ACCIONA highlighted that irrigated land—comprising just 22% of cultivated area—generates 70% of Spain’s agricultural value. This modality supports not only yield and export potential but also innovation via the use of reclaimed and desalinated water. Francisco Flores Montoya, former Chief Planner of the Tagus River Basin, warned that while water exists, the infrastructure to manage it effectively does not: “There is water, but we lack infrastructure.”
There was a shared recognition that hydraulic infrastructure must not only be efficient but also climate-resilient and environmentally sensitive.
Financing the Future of Farming
One of the standout sessions addressed the evolving landscape of agrarian finance. The discussion explored how financial innovation can serve both new and existing agribusinesses. David Trujillo of Savills Agribusiness identified three major challenges for the sector: water management, talent acquisition, and the integration of new capital with traditional know-how.
Daniel Vaquero of SAECA underscored the structural issue of land access for young farmers, highlighting the institution’s work in reducing financing barriers for generational renewal. Meanwhile, José Carlos Martínez from AgroBank revealed that nearly half of CaixaBank’s offices operate in rural areas, reflecting a strategic commitment to territorial cohesion.
Perhaps most thought-provoking was the contribution of Borja de Roda from Gannett Partners, who presented farmland as a nascent institutional asset class. He stressed the importance of aligning investor objectives with sustainability outcomes and emphasized that meaningful collaboration across the value chain—from landowners to service providers—is essential to build a robust agricultural investment ecosystem.
The Role of Innovation and Certification
Complementing the strategic discussions were two workshops spotlighting entrepreneurial solutions and certification frameworks. The workshop on entrepreneurial innovation illuminated how digital transformation is redefining agribusiness. Marcos Pascual, Director of TechFrame, showcased environmental technology solutions that integrate monitoring, traceability, waste classification, and documentation throughout the agricultural lifecycle—key tools in enhancing sustainability and regulatory compliance.
Gabriel Blejman, co-founder and VP of R&D at Aqua Positive, emphasized the strategic link between water management and market positioning through certification, especially in the context of trade barriers: “Certifications can strengthen product positioning amid tariff disputes,” he asserted, underlining their growing role in global agrifood competitiveness.
Toward a New Rural Contract
The overarching lesson from Agroforum 2025 is that the rural world must no longer be perceived as a passive recipient of development, but as an active agent of transformation. However, realizing this vision demands a recalibration of policy, capital, and talent.
Four key imperatives emerged from the forum:
- Flexible Financing Models that reflect the diverse realities of rural entrepreneurs and landowners.
- Strategic Investment in Infrastructure, particularly in water and digital connectivity, to catalyse productivity and resilience.
- Clear Communication on the Role of Investors, to demystify their objectives and foster trust with local stakeholders.
- A Generational Renewal Agenda, combining vocational training, economic visibility, and viable business models to attract new entrants.
As the dialogue on rural revitalization gains urgency across Europe, Agroforum 2025 has provided both a blueprint and a benchmark. What remains is the collective will to act.
