Starting a business without leaving your village, producing without depleting the land, and innovating without losing your roots. In rural areas, these three desires have long since ceased to be abstract aspirations and have become concrete necessities. Behind projects like Ruraltivity and Las Albaidas lies this commitment to making the rural world viable today, not just as a landscape, but as a space for living, working, and building a future. These two initiatives were awarded prizes in the second edition of the Big Good Awards, which recognize social and environmental innovation projects in the agricultural sector.

Josep Santacreu's stimulating vision is important for outlining the real scenario of purpose-driven companies in a geopolitical environment more uncertain than ever, since in addition to presiding over the Barcelona Chamber of Commerce, he has been actively involved in social responsibility issues for more than 25 years.

Terra Alta hides a small project with a giant purpose. Herència Altés is a family winery dedicated to cultivating vineyards and crafting fresh and elegant wines. The project works with native grape varieties, emphasizing Garnacha and highlighting Garnacha Blanca. They make their wines in the most natural and respectful way possible, always striving for maximum varietal honesty and elegance. Núria Altés and Rafael De Haan are the protagonists of a story that could be the plot of a film. "I'm from Batea, and my family has been winegrowing for many generations. Terra Alta is a purely agricultural area where vineyards play a very important role. My partner is English and came here because his mother is Spanish. His passion for authentic wines led him to discover Terra Alta, where he found his calling."

In the current context, Catalan companies need to grow not only economically but also in purpose. Experts point out that organizations with a clear purpose, consistent with their values, are more competitive, generate greater trust among stakeholders, and ensure sustainable long-term growth. Companies that operate solely with a purely commercial purpose begin to fall behind consumer expectations and the new global challenges they face.

Respon.cat is an organization that aims to involve the most socially responsible companies and business organizations in building a space for dialogue and collaboration among all stakeholders in the sector. Josep Maria Canyelles, the director, analyzes its evolution and the new challenges it faces in an increasingly uncertain and changing world.