Vivaces launches a new think-tank to analyze the “vivacity” of rural areas, in collaboration with Harmon and other companies.

Madrid, April 26, 2023.  This Tuesday, the Vivaces partnership presented a group of experts composed of 14 renowned academics who will work over the next two years in identifying the main areas of untapped potential in the rural environment. The Harmon-led platform, consisting of companies such as Amazon, Bayer, Eurona, BlaBlaCar, booking.com, SiteGround, Nickel, Danone, Eurona, Grünenthal, and the EFE Agency, is launching a new think-tank to deepen its commitment to opportunities in rural areas as we approach the initiative´s first anniversary.

Margarita Brugarolas and Eva Iglesias will coordinate an expert group that includes Isabel Bardají from the Polytechnic University of Madrid; Alicia Langreo from Saborá; Laura Martínez-Carrasco from Miguel Hernández University; Consuelo Calafat from the Polytechnic University of Valencia; Ana I. García from the University of Santiago; Rosa Gallardo from the University of Córdoba; José María García from the Polytechnic University of Valencia; Zein Kallas from CREDA; Rodolfo Bernabéu and Adrián Rabadán from the University of Castilla – La Mancha; Pedro Sánchez-Zamora from the University of Córdoba, and Vicente Pinilla from the University of Zaragoza.

These researchers presented the work they will develop within this project on Tuesday. “Our ultimate goal is to measure the potential of very diverse territories by identifying the axes that determine socio-economic, environmental, or cultural opportunities through a participatory approach,” explained Eva Iglesias.

The coordinator of Vivaces and Director of Harmon Corporate Affairs, Pablo Maderuelo, stated that “with this group of researchers, we are taking a significant step forward in our goal of identifying and showcasing the potential of the rural environment in Spain. That is the goal we at Harmon work towards in everything related to territorial cohesion: to communicate and help inspire and motivate.”

Specifically, this will be done through the Living Lab methodology, according to Margarita Brugarolas: “It’s about creating physical or virtual spaces where societal challenges are resolved by bringing together actors who work collaboratively. We will first conduct a thorough literature review and then a round of interviews and participatory sessions with residents, the private sector, the public sector, and academia within a sustainability framework.”

The launch event of the new think-tank was presented by the director of EFE Agro, Laura Cristóbal, and also featured the presence of the Secretary General for the Demographic Challenge at the Ministry of Ecological Transition (Miteco), Francesc Boya; the current president of Vivaces and Regional Director for Western Europe at Booking.com, Mireia Prieto; and the incoming president of the initiative for its second year and Head of Sustainability at Danone Iberia, Borja Lafuente.

During the event, Boya emphasized the need for collaboration among institutions, companies, academia, and other agents. “The example of Vivaces is a good demonstration of this: let’s build a new universe that encompasses us all,” he said.