The PepsiCo Foundation will carry out the second edition of VivaOliva, its program promoting the use of regenerative agriculture in olive cultivation in Jaén (Andalusia), which this year will support 200 producers from the SCA Bedmarense cooperative. The initiative also promotes economic inclusion, supports generational renewal in the countryside, and encourages the professionalization of the sector through sustainable farming practices.
VivaOliva combines practical training and hands-on support in regenerative agriculture techniques applied to olive groves, aiming to improve soil health, optimize water use and conservation, and contribute to environmental protection. In collaboration with Earthworm Foundation, The Sustainable Smallholder, and The Regen Academy, the PepsiCo Foundation will organize three field-based thematic sessions in Jaén—in March, May, and September—where farmers will learn and experience these practices firsthand. Additionally, the program includes eight workshops and personalized technical advice to facilitate the adoption of more sustainable farming models.
“Through the second edition of VivaOliva, we aim to continue and expand the program, reinforcing our commitment to Jaén’s olive oil producers. We want to support them so they can apply practical knowledge and regenerative agriculture techniques in their daily work, moving towards a more resilient, sustainable, and environmentally respectful olive-growing model,” highlights Andrea Pont, Foundation Programs Lead for Europe.
“Our main goal is for farmers to see tangible results in their crops and surroundings. It is particularly positive that, in this second edition, farmers who participated last year can continue expanding their regenerative knowledge and techniques, as it shows they appreciate and value the benefits that regenerative agriculture brings to their activity,” notes Clara Labaste, Field Work Coordinator at Earthworm Foundation.
VivaOliva adds 35 new farmers and aims to bring the countryside closer to new generations in Jaén
Around 35 new farmers will join the 2025 participants, adopting regenerative practices such as the use of organic fertilizers to restore soil health, improvements in drip irrigation, and the planting of cover crops.
Another key focus of the program is to foster entrepreneurship and engage new generations in farming. The program trains young people and newcomers, providing them with tools, knowledge, and opportunities to expand their professional development in olive cultivation.
At the same time, farmers who participated in the first edition will advance to more sophisticated actions related to soil health and fertility, water management, pruning, organic treatments, and composting. In its first edition, VivaOliva brought together more than 150 farmers and funded the acquisition of two machines to implement regenerative agriculture practices in olive groves.
The oil in Alvalle gazpacho
Alvalle, PepsiCo’s leading refrigerated gazpacho brand in Spain, has a direct connection to Jaén: a part of the extra virgin olive oil its gazpachos comes from these olive groves, in collaboration with one of the main local cooperatives as a strategic partner in its supply chain. Through VivaOliva, the program supports rural development, improves the livelihoods of small Andalusian farmers, and strengthens a fairer, more sustainable, and connected food system in a region key for Alvalle.
The program addresses the territory’s needs by promoting a more sustainable and resilient agricultural model, in line with PepsiCo Positive (pep+), the company’s strategy that places sustainability at the core of its growth and value creation, reflecting its commitment to the development of the communities where it operates.
About the PepsiCo Foundation
The PepsiCo Foundation, the philanthropic arm of PepsiCo, works to support positive change for people and the planet by expanding access to essential resources that help meet immediate needs and unlock pathways to opportunity. Guided by PepsiCo Positive (pep+), our philanthropic investments focus on four key areas: food access, safe water access, farming, and workforce development. Through collaboration with nonprofits, community organizations and global partners, the Foundation works to strengthen food systems, support farmers, expand access to nutritious food and safe water, and advance workforce development to build lasting economic resilience. Learn more at www.pepsicofoundation.com. Follow us on LinkedIn.
About Alvalle
Alvalle was born in Murcia in 1991 and became part of the PepsiCo family in 1999. Today, Alvalle is the leading brand in the refrigerated branded gazpacho category in Spain, with a 17% market share (FY25 Nielsen). Alvalle uses only carefully selected natural ingredients to create traditional recipes that result in a high-quality product.
Its wide range includes Original Gazpacho, Smooth Gazpacho without Cucumber, Salmorejo, and Ajoblanco, all in carton format. In addition, Alvalle offers a line of RPET plastic bottle products within its fresh Seasonal Recipes range, available in four varieties: Fresh Gazpacho, Fresh Salmorejo, Fresh Andalusian Style Gazpacho, and Gourmet Gazpacho.