The regenerative agriculture behind Alvalle gazpacho

Meet the farmers in Murcia and Jaén using regenerative agriculture practices to care for the soil, conserve water and keep Spain’s farming traditions thriving.
Farm workers harvest tomatoes at Sol de Levante, a family agricultural company in the Murcia region of southeastern Spain. Across extensive farmland and greenhouses, the company grows tomatoes, cucumbers, cauliflower, peppers, broccoli, watermelon and other crops using both organic and conventional farming systems, including crop rotation and practices focused on maintaining soil health and the long-term productivity of the land. Sol de Levante employs approximately 500 workers and supports another 500 families through long-term farming contracts. Much of its produce is supplied to major food companies, including tomatoes harvested for Alvalle gazpacho, produced nearby in Alcantarilla, where more than 90 percent of the vegetables used are sourced from farms within 200 kilometers (125 miles) of the factory. Photo by John Stanmeyer/VII

Gazpacho may be a simple recipe of vegetables and olive oil, but its story begins with the farmers using regenerative agriculture practices to care for the land behind those ingredients. From the vegetable-growing communities around Murcia, a region in southeastern Spain, to the olive groves of Jaén, Andalusia, growers are working to improve soil health, use water more efficiently and support biodiversity while adapting to hotter summers, less predictable rainfall and rising costs.

Workers process freshly harvested tomatoes, peppers, cucumbers and onions at the Alvalle gazpacho factory in Alcantarilla, Murcia. Owned by PepsiCo, the 40,000-square-meter facility is the exclusive global production site for Alvalle gazpacho and cold soups, producing more than 25 million liters per season. More than 90 percent of the vegetables used are grown within 200 kilometers (125 miles) of the factory, primarily in Murcia, Almería and Alicante, including produce from regenerative and organic farms. Harvested at peak ripeness, the vegetables are delivered to the plant within hours, then washed, inspected and moved into production.

Tomatoes, cucumbers and peppers are at the heart of gazpacho

Around Murcia, farming communities that have supplied PepsiCo for years grow the tomatoes, cucumbers and bell peppers used in Alvalle gazpacho. Gazpacho depends on vegetables harvested at their peak, including tomatoes that bring sweetness and acidity, cucumbers that contribute freshness and peppers that add depth and complexity. These vegetables are sourced roughly 125 miles from where the chilled soup is made and delivered fresh after harvest, helping preserve their flavor and texture.

Workers process freshly harvested tomatoes, peppers, cucumbers and onions at the Alvalle gazpacho factory in Alcantarilla, Murcia. Owned by PepsiCo, the 40,000-square-meter facility is the exclusive global production site for Alvalle gazpacho and cold soups, producing more than 25 million liters per season. More than 90 percent of the vegetables used are grown within 200 kilometers (125 miles) of the factory, primarily in Murcia, Almería and Alicante, including produce from regenerative and organic farms. Harvested at peak ripeness, the vegetables are delivered to the plant within hours, then washed, inspected and moved into production.

The vegetable garden of Europe

Known as one of Europe's vegetable gardens, Murcia produces large volumes of tomatoes, peppers and cucumbers in a climate where every drop of water matters. For growers, success is measured not only by the harvest but also by whether healthy soils and reliable water supplies can sustain their farms in the years ahead.

As a food and drinks company rooted in agriculture, PepsiCo works with farmers around the world to help spread the adoption of regenerative agriculture practices that can support soil health and strengthen resilience.

National Geographic Explorer John Stanmeyer, as part of the “Food for Tomorrow” program, a collaboration between PepsiCo and the non-profit National Geographic Society, recently visited tomato farmers who supply crops for Alvalle gazpacho. His visit was part of his independent storytelling fieldwork in southern Spain to understand the challenges farmers face and how they are adapting.

On grower Jose Lluis’s farm, these ingredients are being cultivated using a combination of regenerative and sustainable agriculture practices designed to make better use of water, support soil health and reduce reliance on conventional crop protection. Drip irrigation delivers water directly to the plants, while biodegradable ground cover helps limit evaporation and suppress weeds without herbicides. Organic manure returns organic matter to the soil, and cover crops planted before tomatoes help improve soil structure, drainage and overall soil health. Crop rotation also plays an important role, with broccoli grown during winter helping to naturally improve soil.

The farm also is part of a regional scheme using natural approaches to manage pests. Beneficial insects called Nesidiocoris are introduced to help control the bugs that damage tomato crops. Growers also have installed habitats to encourage male bees that support tomato flower pollination. Jose Lluis is among the most advanced growers applying this mix of practices, although other Alvalle growers are adopting elements of the same approach.

“Regenerative agriculture works best when individual practices reinforce one another, from drip irrigation and cover crops to crop rotation and biological pest control. It is also important to think beyond a single field. When growers across a region work together, particularly on biological pest management, the benefits can be much greater,” said Christian Cerezo Rebe, a PepsiCo agronomist in southern Europe.

Farmer José Gómez (63), together with his wife, built Sol de Levante, a family agricultural company in the Murcia region of southeastern Spain. Their son, José Luis Gómez (37), a civil engineer and among the first generation of the family, together with his brother, to receive a university education, chose to leave his profession and return to the land to help lead and continue the family business. Across extensive agricultural lands and greenhouses, Sol de Levante cultivates tomatoes, cucumbers, cauliflower, peppers, broccoli, watermelon and other crops using both organic and conventional farming systems, including crop rotation. Their work combines large-scale food production with practices focused on maintaining soil health and the long-term productivity of the land. Today, the company supplies produce to major companies across Spain and internationally, employing approximately 500 workers and supporting another 500 families through long-term farming contracts. Photo by John Stanmeyer/VII

The olive oil growers aiming to build resilient groves

The vegetables give gazpacho its fresh character, but olive oil brings richness and binds those flavors together. Its story leads west from the fields around Murcia to the olive groves of Jaén.

As one of the largest olive oil producing regions, the hills of Jaén are covered with olive trees whose fruit produces the oil that gives gazpacho its distinctive richness. Alvalle sources some of its olive oil from the region, making Jaén a cornerstone of the brand's supply chain and creating a direct connection between Andalusia's groves and one of Spain's most loved foods.

But for many olive growers, more frequent drought and growing pressure on water supplies are making it harder to keep groves productive for the next generation. These shared challenges have also created an opportunity to rethink how the land is managed.

Viva Oliva

VivaOliva, a PepsiCo Foundation initiative, was created to help farmers respond to these challenges by adopting regenerative agriculture practices that can strengthen their groves and their businesses. The program began in 2025 by supporting 150 olive farmers and has since expanded to reach 200 growers across the region. Participants receive practical training, technical support and guidance from agronomy experts.

For many participants, the work is deeply personal. Loli Vincent López manages a grove of around 2,000 olive trees and hopes the land will remain productive for future generations. María del Mar Trojan sees regenerative agriculture as a way to give something back to nature. Veteran grower Agapito Vega Adán puts the connection most plainly: Fertile soil supports healthy trees, and healthy trees make each harvest possible.

The work reflects PepsiCo’s broader pep+ ambition to help spread the adoption of regenerative agriculture across its agricultural footprint and improve farmer livelihoods, supporting practices that help improve soil health, strengthen biodiversity and build resilience to a changing climate.

From farm to gazpacho

The vegetables grown in and around Murcia and the olives harvested in Jaén come from different farming systems, but their stories converge in the creation of the gazpacho. Growers tending tomatoes, peppers and cucumbers, olive farmers caring for centuries-old groves and communities working to keep the land productive for generations to come all play a part. Their efforts show why regenerative agriculture matters: By improving soil health, using water more efficiently and supporting biodiversity, these practices can help farms adapt to a changing climate while safeguarding the ingredients and livelihoods that sustain local food traditions.

Media resources