The Director Who Answers to 8,000 Farmers and Producers

Spain - Ekhbary News Agency

The Director Who Answers to 8,000 Farmers and Producers

As tractors converged on the heart of Madrid, voicing the demands of Spain's agricultural sector, César Reales, the CEO of the Agropal cooperative, offered a nuanced perspective on the expectations of the countryside and its consumers. Agropal, a cooperative founded in 1971 dedicated to agriculture and livestock farming, and known for brands like Quesos Cerrato, finds itself at the center of critical discussions about the future of food and agricultural policy.

Reales, born in Montejo de Arévalo, Segovia, in 1959, has led Agropal since 1989. He recalls the cooperative's humble beginnings when its annual turnover was seven million euros, a figure that has now soared to 450 million euros, signifying substantial growth and operational expansion. Despite this impressive financial trajectory, Reales remains grounded in his core mission: to improve the lives of the 8,000 agricultural and livestock farming families who are members of the cooperative, many residing in often marginalized rural areas. He poignantly describes them as his "8,000 bosses," emphasizing that these individuals are also suppliers and clients, and that the relationship is built on trust, active listening, and proximity.

The cooperative plays a crucial role in alleviating the administrative burden for its members. Reales explains that farmers and livestock producers often prefer to focus on their primary work rather than navigating complex paperwork and bureaucratic procedures, as they are not administrative specialists. With increasingly stringent regulations that must always be adhered to, Reales notes a "cultural clash," and the digital transition often generates apprehension among them.

The issue of generational renewal represents another significant challenge for the agricultural sector, a trend that no amount of protest can halt. There is a shortage of labor, particularly in livestock farming. However, technology is increasingly helping to compensate for this deficiency. Reales asserts that technology will not entirely replace human labor but highlights that only about 3% of the workforce is currently engaged in agriculture. The fact that this decrease hasn't led to food shortages is attributed to innovation bridging the gap left by fewer people.

Reales poses a fundamental question: How can the work in the agricultural sector be made appealing enough so that this 3% doesn't dwindle to zero in the future? He criticizes those who solely disseminate negative news about the sector, stressing the importance of highlighting the intrinsic value of agricultural work. He describes it as a profession offering freedom, a connection with nature, and the autonomy to make one's own decisions. It is a dignified occupation, comparable to any other, and no longer characterized by the intense physical hardship of the past, thanks to modern machinery and equipment, akin to other industries. "A farmer in their tractor carries more technology than I do in my car," he remarks. In return, they are entrepreneurs who bear risks, not fixed salary earners.

In terms of brand recognition, Quesos Cerrato is the most familiar to the general public. This cheese-making company, operating in the region spanning Palencia, Burgos, and Valladolid, has seen its products win international awards and its sales increase, distributing six million kilograms annually. However, Reales believes that increasing production volume or expanding beyond the home region would be counterproductive. "Our reason for being is to improve the lives of the members in this territory," he states. He contrasts this with an international company that might open a factory in Palencia only to relocate it later to the Dominican Republic, underscoring the instability of such external ventures compared to the cooperative's commitment to its local members.

The sheep of the Cerrato region continue to produce these renowned cheeses, with a recent focus on innovation. Reales shares their decision to create a new cheese flavor incorporating oats, which also enhanced the cheese's image as a healthy product due to the grain's benefits. Unlike some food items like sugar or processed meats that have faced negative perceptions, cheese has consistently been valued for its nutritional contributions, particularly its protein and calcium content.

Addressing the perennial question of whether cheese causes weight gain, Reales adopts a balanced view, noting that it has a "satiating effect." He admits to consuming it daily, with a particular fondness for the award-winning "Umami" and "Tostado" flavors.

Regarding online sales, Reales indicates that it is not currently a primary focus, although it hasn't been entirely disregarded. "We haven't prioritized online sales, but we distribute through almost all retail chains in Spain," he mentions. The Spanish agricultural sector also faces growing concern over wildfires. Reales points out that "living in the villages helps keep the mountains clean, and this practice has been abandoned."

Reales identifies himself as a manager, but his lifelong experience in the countryside provides him with a deeper understanding of his work. He grew up in a family that owned a small farm cultivating sugar beet, cereals, and potatoes. He asserts that experiencing setbacks like fires, or helping his mother harvest sugar beet at the age of ten, forged his character and enhanced his ability to comprehend and empathize with the challenges faced by farmers and livestock producers.

As an agricultural engineer, Reales has spent 35 years at the helm of Agropal. He recalls arriving at the company without fully realizing the difficulties involved, but concludes, "We have moved forward with energy and determination."

Ekhbary News Agency