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Women-led entrepreneurship is accelerating growth and shaping rural prosperity in Spain and beyond

Women-led ventures are driving economic development, with rural Spain highlighted as a key arena for sustained growth. A recent report from the Spanish Entrepreneurship Observatory—produced in collaboration with the National Innovation Corporation and Coca-Cola—confirms that female entrepreneurship in rural areas will become a major lever against depopulation in the coming years. The insights emerged from the conference “Women Entrepreneur in the Rural,” where four notable participants shared perspectives on the evolving landscape.

The attendees included igon bartumeu, director of communications, corporate affairs and sustainability in Coca-Cola Europacific Partners’ eastern region; Marina Estrada from the GEM team in the Community of Valencia; and Karolina and Anikka Quaade from La Maye estate, recognized with the ASAJA Rural Women Award 2022. They discussed the current panorama for women starting businesses, both in urban centers and rural communities. A common motivation for many is self-employment in the face of labor shortages, with Estrada noting this as a primary driver and adding family tradition as another factor. Urban founders experience this motivation in about 24% of cases, while rural founders report about 36% indicating self-employment as a key driver.

Beyond self-reliance, a desire to make a meaningful impact also motivates many. The data show that urban entrepreneurs are driven in approximately 36% of cases and rural entrepreneurs in about 30% by the wish to effect change. Experts stress that female entrepreneurship requires creating jobs, generating regional wealth, pursuing internationalization, and introducing new products and innovations through the use of modern information technologies.

Young women from La Maye estate are exemplars in embracing technology to transform their industry. Karolina and Anikka Quaade have built a project centered on sharing daily life on the farm, garden, and oil production through their YouTube channel, @FincaLaMaye, and they also sell their oil online. Karolina recalls starting with modest goals, then gradually expanding as viewers joined, comments accumulated, and inspiration flowed. She notes that living the life they want and earning income from it is a meaningful outcome.

Their journey began as a hobby during the pandemic and has grown into a business. The channel now has around 140,000 followers. The initial motivation to sell oil gave way to broader storytelling about values and lifestyle, and the venture evolved into a more comprehensive enterprise. They emphasize that YouTube serves as a marketing tool that supports the sale of oil while also promoting other products. As Anikka puts it, credibility and authenticity matter: audiences come to see real people, and honest communication builds trust and resonates with viewers.

sociodemographic profile

GEM research, cited by Marina Estrada, highlights key sociodemographic traits of rural women. Age tends to cluster around midlife, with many consolidating new ventures after age 45. Prospective female entrepreneurs considering a startup within the next three years are often under 45. In terms of education, rural entrepreneurs generally reach secondary education, while a notable share of potential founders hold university or postgraduate qualifications. Income levels appear relatively homogeneous across entrepreneurial stages, suggesting a broad participation base rather than a narrow segment of wealthier entrants.

These patterns reflect how education, age, and economic background intersect with rural enterprise. The takeaway is that support programs should target older, better-educated women who are seeking to launch or scale ventures, while recognizing the strong interest among younger women preparing to enter entrepreneurship.

Another observation concerns the size and structure of rural enterprises. Rural ventures are often focused on the consumer sector, with fewer operations in heavy industry, mining, or large-scale services. Urban ventures, by contrast, show a stronger distribution across services and manufacturing. Team composition in rural firms tends to involve collaborating with a family member or a spouse, keeping management within the family circle. This traditional pattern coexists with a growing emphasis on professionalization as businesses mature.

Quality and environmental considerations also figure prominently. About 20% of rural entrepreneurs pursue quality or environmental certifications, signaling a commitment to high standards. The GEM study indicates that rural ventures frequently demonstrate stronger social and environmental alignment, outperforming urban counterparts in roughly seven out of ten cases on these metrics.

“GIRA Mujeres” program, a platform for every idea

As part of its sustainability strategy, Coca-Cola supports the “Gira Mujeres” initiative to strengthen women’s entrepreneurship. The program offers training and practical support so women can turn ideas into viable businesses. The program is designed with two tracks: one for women with ideas that are not yet viable, guiding them through a viability assessment, and another for women who already have an operating business and wish to professionalize it through targeted improvements.

Each year, three projects are selected by a jury to receive startup capital of 6,000 euros. The program is open to all women aged 18 to 64 residing in Spain. In the Valencian Community, Dona Activa—a women’s organization with substantial experience in this field—helps coordinate the training and mentors the participants, expanding the program’s reach and impact.

The Gira Mujeres initiative stands out for its focus on empowering women who dream of owning their own business. It strengthens peer networks and fosters synergies among participants. The program’s inclusive design also supports women who live outside major metropolitan areas, offering opportunities to start ventures wherever they reside. Seven years after its inception, the program aimed to empower millions of women and has already engaged a substantial number of participants, with ongoing potential for broader impact across Spain and beyond.

Marked by ongoing momentum, the project continues to grow through shared experiences and collaborative learning. The team behind Gira Mujeres remains committed to expanding access to entrepreneurship opportunities, accompanying women as they translate ideas into action and sustain their ventures over time. The initiative’s long-term promise lies in building a more inclusive and dynamic entrepreneurial ecosystem where rural and urban women alike can thrive.

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