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The PepsiCo Foundation has initiated a new programme called VivaOliva, aimed at assisting smallholder olive oil farmers in Jaén, Spain, in adopting regenerative agricultural practices.

With a funding commitment of €300,000, the initiative seeks to enhance the sustainability and profitability of olive oil production, a key ingredient for PepsiCo’s Alvalle brand of chilled soups.

The program will directly support 150 farmers in one of Spain's most economically vulnerable regions, which is also grappling with severe water scarcity and the impacts of climate change. By focusing on regenerative agriculture, VivaOliva aims to address both local economic challenges and broader environmental concerns.

VivaOliva will provide farmers with personalised mentoring from agronomic experts, financial assistance, and workshops focused on sustainable farming techniques. Key practices promoted through the initiative include compost fertilisation, cover cropping and the installation of infiltration trenches.

These methods are designed to improve soil health, enhance water-use efficiency and increase biodiversity, ultimately leading to higher quality olive oil production.

The programme also highlights the importance of engaging younger generations in agriculture, presenting it as a viable career path. This approach aims to combat rural depopulation and ensure the long-term sustainability of farming in the region.

Archana Jagannathan, chief sustainability officer for PepsiCo Europe, the Middle East and Africa, highlighted the initiative's focus on local engagement. “True impact begins with local engagement rooted in trust and collaboration,” she stated, underscoring the programme’s commitment to combining traditional agricultural knowledge with modern regenerative practices.

The initiative is expected to yield initial economic benefits through reduced costs associated with sustainable farming practices, with more significant environmental improvements anticipated within three to five years. Full transformation towards regenerative practices and stable profitability is projected within five to eight years.

With global demand for extra virgin olive oil on the rise, driven by the popularity of Mediterranean diets, VivaOliva positions itself to leverage both regional needs and international market opportunities. The initiative aligns with PepsiCo's broader sustainability goals, which include creating resilient supply chains and fostering thriving agricultural communities.

Implemented in partnership with local cooperatives, the Earthworm Foundation, and other agricultural consultancies, VivaOliva is designed to be scalable to other regions facing similar challenges. The program's framework aims to address issues such as rural depopulation and the need for generational renewal in agriculture.

Andrea Pont, director of the PepsiCo Foundation in Europe, added: “As we aim to empower communities to thrive and maximise their full potential, the PepsiCo Foundation is working to enable sustained living incomes for small-scale farmers. Through VivaOliva, we’re proud to help provide training and expert guidance to support a shift toward more sustainable practices and help build stronger, more resilient farming communities for the next generation of agricultural leaders.”