Implementing technology across the region is an opportunity rather than a hurdle. It expands the horizon for economic and social progress, and the idea of a depopulated Spain can be repopulated with people, businesses, centers of excellence, enterprises, and opportunities. This culminated in the sixth Activostech Technology for Zone development discussion, organized by EL PERIÓDICO and Mobile World Capital Barcelona in collaboration with Cellnex. Edward Martinsmart link director at MWC Barcelona; Òscar Sala, director of TheCollider, MWC Barcelona’s innovation program; and Y Xavier Tarrus, Director of Information Systems for the Vall Companys agri-food group, participated as speakers.
For the three speakers, connectivity and comprehensive information networks are seen as a crucial element, especially in the agri-food sector where advancements in this area can drive the emergence of a new era of food production in Spain. They underscored the European reference value of the region. The speakers drew a distinction between different kinds of technologies: just as raw materials differ from finished products, so too must we distinguish between technologies that serve as communication channels and those that enable universities, research centers, and companies to develop new offerings.
According to the speakers, the century’s biggest bet is the underlying communication infrastructure itself, the raw material that fuels transformation. It must adapt to the needs of each moment, everywhere. The clever aspect of communication lies in linking disparate elements so they can reliably connect across most regions. The fiber optic backbone is among the strongest globally, and Catalonia can be proud of a solid foundation.
This strong foundation means enabling technology can reach evacuated rural areas and enrich them with activities not previously present. With robust connectivity, digital enterprises can expand beyond traditional agri-food lines while reinforcing existing businesses.
In this context, Òscar Sala regards us as being in one of humanity’s most exciting eras, characterized by collaboration. The Collider’s director believes the opportunities from technology will allow new approaches to solve humanity’s challenges, including energy efficiency and sustainability, through disruptive models.
He firmly believes Catalonia and Spain possess the elements to become a leading European reference for Food Valley. This is grounded in a robust export-oriented agri-food sector that invests in technology to enhance processes. With a population projected to reach billions, the call is to harness technology to meet cross-industry and demographic growth, as observed by the speaker.
Barcelona and Spain are noted for an exceptional innovation ecosystem, including startups, investments, and talent generation. The country also stands out for its scientific excellence, ranking among Europe’s top twelve in scientific knowledge.
Data shared during the panel show that the agri-food sector accounts for about 15 percent of Catalan GDP, employs around 100,000 people, and remains a mature field in technological innovation. In the prior year, roughly 700 million euros were invested in sector technology, a figure rising significantly from the year before.
The discussion stressed the importance of collaboration between science and business to drive momentum. Spain does not have vacant regions; climate conditions are favorable for growth, and there is a sense of optimism about leveraging this climate to advantage.
The panel recalled Spain’s track record of globally impactful initiatives, such as early breakthroughs in dietary science. The focus now is on creating spaces for thoughtful reflection and collaboration so the industry can shift from a mass production model to a new, innovative benchmark that helps consumers participate in smarter ways through technology and collective effort.
Xavier Tarrus, the Vall Companys information systems director, pointed to technology as a lever for transformation to boost efficiency, sustainability, safety, and competitiveness across companies. When technology is applied to primary sector firms, often located in rural or less populated areas, the benefits extend to the broader economy.
Tarrus outlined a virtuous cycle: install more technology in these regions to attract other companies, develop more services, and bring in a higher-skilled workforce. This process typically spans housing, schooling, and dining, and it makes rural life more comfortable and appealing, encouraging younger generations to stay or return.
The three experts agreed that the country has solid foundations, though ongoing collaboration is essential. It is not enough just to demonstrate a use case; viable business models must be proven profitable and attractive to new investors.
On sustainability and climate change, the panel agreed that the food industry, given its global reach and entire value chain, should spearhead change. The sector accounts for a sizable share of energy use and greenhouse gas emissions. Projections for 2050 suggest a world with far more people than today, making it clear that the system must be rethought. Technology can assist, but the digital sector itself must evolve to be more adaptable and sustainable while supporting the broader transformation.
The Vall Companys group’s information systems lead explained that the company operates across five sustainability axes: climate and circularity, human and animal welfare, quality and safety, technological innovation, and ethical governance. By examining processes through these lenses, the company has identified goals for the next decade that leverage new technologies to reach.
Ultimately, the speakers agreed that technology is a tool. Citizens should be aware of the need to adjust consumption patterns, and technology can facilitate this social awareness. The driving force remains collaboration, viewed as the catalyst for lasting change. [Citation: Activostech discussion series and speakers from MWC Barcelona and TheCollider]