Mainova

Context

Mainova is not just a family project; it is an example of how rural entrepreneurship, led by women, can contribute to the economic, social, and environmental revitalisation of low-density territories. The project was created to generate added value from local agricultural resources while promoting sustainable development, quality employment, and long-term stewardship of the land.

Bárbara Monteiro decided to leave her career in Lisbon, where she worked as a marketing consultant, to embrace a new challenge in the interior of Alentejo. Motivated by the desire to continue her family's legacy and connect with the land, her decision was not just a career change; it was a lifestyle transformation. By choosing to live and work in Alentejo, Bárbara aimed to honour her father's vision and create a sustainable, high-quality brand of wines and extra-virgin olive oils.

Since she was a child, Bárbara has been involved in the countryside, whether it was picking grapes or olives, so these two agricultural activities have occupied a special place in her heart, and it was inevitable that she would develop a strong bond with these practices.

Later, Bárbara and her older sister embarked together on two young farmers' projects, involving a vineyard and an olive grove.

The Mainova story exemplifies the transformative power of following a passion and embracing a life that aligns with values. The courage to pursue a meaningful endeavour in the face of uncertainty serves as an inspiration to others seeking to make a positive impact in their communities.

Objectives

The project was designed to create job opportunities, in particular for young people, in an inland and low-density area of Portugal, contributing to generational renewal and the long-term vitality of rural communities. At the same time, it would promote women’s leadership and participation in the agri-food sector and increase the added value of local agricultural production through processing, branding, and direct marketing.

The project leader committed to using and promoting responsible practices such as organic farming and minimal intervention winemaking, reducing the environmental impact. She also looked to boost local tourism with the winery, providing an authentic experience and high-quality local products to attract tourists and help position the region, thereby increasing revenue and exposure for the community.

Activities

In 2010, the decision was made to plant vineyards using predominantly national and local grape varieties, with the aim of making the project unique, expressing the terroir of Alentejo and promoting national heritage. This not only emphasises the authenticity and uniqueness of the product but also strengthens regional identity and contributes to the preservation of national viticultural diversity. This approach aligns with the project's mission of highlighting and valorising the region's natural and cultural resources, adding value to local wine production and promoting it both nationally and internationally.

The research and development made it clear how crucial it was to protect the land, to create a project for future generations. Given that it is a small agricultural project, it became even more important not only to implement but also to promote these intrinsic values.

After this process, CAP-supported projects were initiated, enabling the project to carry out plantations and purchase agricultural handling equipment. Additionally, some equipment was acquired to promote sustainability, such as water probes for better monitoring of this scarce resource. These measures not only strengthened the project's infrastructure but also reinforced the commitment to responsible natural resource management, contributing to the long-term viability of the initiative and the preservation of the local environment.

The next step was the construction of the winery in 2019 and the acquisition of equipment for the winemaking process through a financing project. It became clear at this time that the winery was away from the usual tourism routes, so the winery needed a unique selling point beyond the quality of the products. As such, it was decided to create the Wine Art Gallery (paying tribute to vineyard artists and winemakers).

The project entered the market in 2020, undertaking brand promotion through online channels, including a website and social media platforms. A launch event was organised with specialist journalists and national media outlets. The project also participated in local and national community events to gain visibility and recognition as a showcase for best practices, and collaborated with local media outlets to disseminate project updates and success stories through press releases, articles, and interviews.

Gender equality

As well as focusing on young people seeking qualified employment opportunities in rural areas, the project targeted women interested in leadership, entrepreneurship, and professional careers within the agri-food sector. Moreover, it has been led by a woman from start to finish, and there are now seven female members of what is a nine-strong team.

Generational Renewal

Mainova is a strong example of generational renewal in rural areas and agriculture. The project was initiated by a young entrepreneur who chose to leave an urban professional career and return to the Alentejo countryside to build a modern agricultural business based on sustainability, innovation, and local identity.

Mainova employs nine people, all under the age of 40, creating qualified employment opportunities for young professionals in a low-density rural area. Young team members actively participate in operational and strategic decision-making processes, contributing their ideas and perspectives to the development of the business.

The project also supports skills development through workplace learning, professional training opportunities, and internships, while educational visits and interactions with students help promote agriculture and rural entrepreneurship as attractive career paths for future generations.

The artistic and cultural side of Mainova, together with the environmental project approach, has helped to make the business more attractive to younger people. This means respecting agricultural heritage while finding new ways of looking at the land, the products, and the way they are shared with people. Culture, art, biodiversity, tourism, and responsible production are all part of this approach.

Mainova's relationship with artists and exhibitions brings a creative dimension to the estate, while the focus on the land, biodiversity, and the quality of the products put on the market reflect values that are increasingly important to younger generations.

This combination helps show that the Alentejo can be rooted in its traditions while also being contemporary, creative and relevant to new generations.

Main Results

The team now consists of nine members aged between 26 and 35, seven of whom are women. Moreover, the production of high-quality wine and olive oil products has facilitated revenue generation and export opportunities, boosting the local economy and contributing to regional development. An internship has also been set up to train winemakers for nine months.

On entry into the market in 2020, the company had six wine varieties and two types of olive oil. It now features 14 distinct wines and three varieties of high-quality olive oil.

Since opening, the wine art gallery has recorded average monthly figures of 1 000 visitors, with a significant predominance of tourists from overseas, primarily from the USA and Brazil.

Organic farming practices and minimal intervention vinification have contributed to the reduction of greenhouse gas emissions and the conservation of biodiversity. Sustainable irrigation methods and water conservation techniques also help mitigate the environmental impact of agricultural activities. By embracing organic farming and biodiversity-friendly practices, the project has demonstrated a commitment to environmental stewardship, instilling a sense of responsibility towards the preservation of natural resources among community members.

Through its emphasis on gender equality and the active participation of women in decision-making processes, it has also empowered women and promoted social inclusion. Women have gained confidence and leadership skills, while the community has embraced diversity and recognised the valuable contributions of all members.

Key lessons

The Wine Art Gallery is one of the elements that makes Mainova different. The project beneficiaries wanted the estate to be a place where wine, art, culture, and the Alentejo landscape could come together.

This was also a way of showing that Mainova is more than wine. Olive oil, honey, and other products connected to the land are produced, and visits reflect this wider identity. The gallery has also helped develop relationships with artists and hosted exhibitions and cultural events, bringing new people to the estate and creating a different connection.

Art is also present in how visits are designed, focusing on the whole family, including children who can use magnifying glasses, draw the insects they find, interact with animals, and learn from the shepherd. They can explore the estate through curiosity and creativity, rather than simply accompanying their parents on a wine visit.