The debate surrounding generational renewal in rural areas is paramount. How can young people be encouraged to enter an industry that, despite its profitability, often holds little initial appeal for those starting their professional lives? This was a central question addressed by specialists at the roundtable discussion "The New Crop Map for Sustainability and Global Markets," organized by Diario CÓRDOBA and AgroBank, as part of the Circuito Planeta Agro 2026.

The event, held at the Eurostars Palace hotel, featured prominent figures from the sector. These included the director of the Higher Technical School of Agronomic and Forestry Engineering at the University of Córdoba, a senator and agricultural entrepreneur, the general secretary of the Feragua irrigators' association, and the director of AgroBank. The closing remarks were delivered by a representative from the Córdoba City Council.

The director of AgroBank, CaixaBank's specialized business line for the agri-food sector, emphasized the importance of financing. He noted the entity's strong presence in rural environments, with over half of its offices in Andalusia located in these areas, serving as the sole financial institution in 80 municipalities within the community. This proximity allows for a better understanding and addressing of farmers' and ranchers' financial needs.

It is estimated that by 2030, approximately 200,000 farmers will reach retirement age, representing a significant number of jobs that will need to be filled by new generations. AgroBank's objectives focus on supporting the rural world, driving the transformation of the agri-food sector, and providing specialized advice on financing, savings, and other essential services.

Sustainability, often solely associated with the environment, must also be social and, fundamentally, economic. If the agricultural sector is not economically viable, it will not attract new workers, especially young people. One participant, a senator and farmer, stressed that "the green of sustainability cannot come at the expense of the red in the farmer's account."

To attract young people, it is crucial to offer initial funding and present an appealing vision of the sector, rather than focusing solely on difficulties. The secretary of the Feragua irrigators' association added that "if the economic aspect fails, sustainability fails," highlighting the need for a balance between environmental, social, and economic sustainability. He also emphasized making rural areas more livable, with internet access and the same opportunities as in cities.

The director of Etsiam, an advanced agri-food training center in the province, acknowledged that the image of the countryside among young people is often distorted. However, new technologies can be a powerful tool to attract them, as they are comfortable with these advancements. Innovation in Córdoba's agricultural sector, from machinery to digitalization and genetics, exemplifies this potential.

An example of this innovation is AgroBank Tech Digital Innovation, the country's largest accelerator for agricultural startups, which seeks to provide solutions to major sector challenges and retain young talent. This program focuses on areas such as precision agriculture, sustainability, the circular economy, and the automation of industrial processes.

Despite some challenges, such as delays in biotechnology, the Spanish agricultural sector leads in innovation and digitalization, particularly in irrigation technology. The meeting concluded by emphasizing that the future of agriculture depends on training and adapting to current circumstances, seeking differentiation not only in production but also in quality.