Isaac Romero’s transformation, from a high-pressure role at Inditex to becoming a passionate advocate for regenerative agriculture, is a tale of rediscovery, purpose and hope for a more sustainable future.
“I used to work at Inditex, in their footwear division in Alicante.”
Inditex, the Spanish multinational known for brands like Zara and Bershka, is one of the largest fashion retailers in the world. The company — now worth over $170 billion (USD) — epitomises fast fashion, a business model that encourages rapid turnover of styles to meet high consumer demand.
“It was an ultra-consumerist world, and it was draining me. My job was to boost sales, to constantly push for more and more, but in my personal life, I had stopped buying almost anything; I no longer believed in the system I was a part of.”
For years, Isaac was deeply embedded in this world, driven by overproduction and relentless sales targets. However, fast-paced consumerist culture slowly diminished his sense of purpose: he began questioning whether a system that thrived on constant consumption could truly bring fulfilment.
Isaac’s youth was spent in Los Guájares, a village in Granada, in southern Spain — with a population of just over 1000 people — where his parents were lifelong farmers. In the past, inhabitants adapted to the steep, rocky landscape by growing crops like grapes, olives and almonds on terraced land. These traditional farming methods shaped the area’s identity.
Growing up in Los Guájares, Isaac learned the value of hard work, the patience of waiting for a harvest, and the deep connection between people and the land. As a young man, he left home in search of broader horizons, studying abroad in Finland, working in Taiwan, and eventually settling in Barcelona. Yet, despite his global adventures, the rural rhythms of his childhood continued to resonate within him.
“I never imagined going back to the land, much less making a living from it. I saw myself as a city man, but then I got laid off, and I was relieved.”
The layoff marked a turning point in Isaac’s life. Instead of plunging him into despair, it ignited a period of reflection and transformation.
“I moved to Barcelona and immersed myself in sustainability studies, doing a course on climate change, permaculture in Girona, and a Masters in Circular Economy.”
In Barcelona, his new studies stood in stark contrast to his former corporate life, introducing him to a world focused on long-term environmental health rather than short-term profits. Then the COVID-19 pandemic arrived. A global crisis that forced many of us to reassess our lives and priorities. For Isaac, the slowdown was both a challenge and an opportunity. While many of his peers in the sustainability sector dreamed of acquiring farmland, he realised he already had a hidden treasure: ancestral land in Granada.
“I thought, ‘Isaac, what are you doing? You have land in Granada, more than you can manage. Why are you here in the city?’ The city no longer made sense to me. The constant push for consumption, the endless stimuli… I was done with it.”
Isaac found himself back in Los Guájares, where the familiar cadence of rural life, the scent of tilled earth, and the rhythm of the seasons welcomed him like an old friend. Yet, his return was far from a simple homecoming; it was a call to reimagine his destiny.
“I started working alongside my father, but you can’t just tell a 66 year old who has been doing things the same way his whole life that he needs to change. So I made gradual changes, little by little. It took three years just to transition our farm to organic methods.”
The project that emerged from this transformation, Arraigo, is not just a farm, it is a living laboratory that blends the traditional wisdom of his family’s farming practices with modern sustainability techniques to create a new vision of agriculture.
“People think it’s idyllic, but the reality is tough. Arraigo isn’t just about farming; it involves marketing, selling, packing and shipping. Some days, I question everything, but I remind myself why I chose this path.”
One of the foremost challenges Isaac confronts is water scarcity, an issue that is growing more severe as Spain’s climate shifts. Avocado trees, now the flagship crop of Arraigo, are notoriously thirsty, and declining rainfall in the region is becoming a big problem.
“Avocado trees need a lot of water, and rainfall is decreasing every year, that’s why I’m studying regenerative agriculture and working with specialists in Girona to make our farm more resilient. We’re implementing techniques to retain soil moisture and reduce reliance on chemical fertilisers.”
Regenerative agriculture, as practiced at Arraigo, is a radical departure from conventional methods. Rather than relying on intensive irrigation and synthetic fertilisers, Isaac has adopted practices that work with nature. Techniques such as cover cropping, mulching and composting are now integral parts of Isaac’s farm’s routine. These practices not only improve soil health but also boost its ability to retain water, a critical advantage in an increasingly arid climate. Isaac is also exploring agroforestry, growing multiple types of plants together in a symbiotic relationship, creating an ecosystem that mimics the natural diversity of a forest.
“Avocados have become one of the most profitable crops in Spain, but the way they are grown today is not sustainable in the long-term. We need to rethink how we farm if we want to continue feeding people without depleting resources.”
Regenerative agriculture is more than a set of practices, it’s a philosophy, and Isaac’s background plays a huge role in his commitment to this new way of farming. The values of hard work, respect for nature and the cyclical rhythm of the seasons were instilled in him from a young age, and have reemerged as the guiding principles of his new life.
“Returning to the land isn’t just a career change for me; it’s a way of reconnecting with my heritage and honouring the legacy of my family. I want to show that sustainable, regenerative farming is not only possible but can also be a viable path for future generations.”
The modern food system, driven by industrial agriculture, has led to the erosion of small farms and rural communities. Many small farmers have been forced out of business in Andalucía, and the resulting urban migration has left a huge void in rural areas all around Spain. Isaac believes that by making regenerative agriculture economically viable, it is possible to revitalise these communities and restore the balance between urban and rural life.
“This is not just about growing food, it’s about restoring our connection to the Earth, to the seasons, and to each other. If we change the way we farm, we can change the future.”
To achieve this vision, Isaac has actively engaged with his local community, collaborating with schools, universities, and local cooperatives to educate people about the benefits of sustainable farming. These efforts are part of a broader movement focused on reconnecting urban consumers with the origins of their food, a movement that has the potential to transform the entire food system.
Across the world, farmers and researchers are increasingly turning to regenerative agriculture as a solution to the challenges of the climate crisis, food security and environmental degradation. Industrial agriculture, with its heavy reliance on fossil fuels, synthetic fertilisers and monocultural practices has led to widespread ecological damage.
“I see Arraigo as part of something much bigger. The way we farm and consume needs to change, and I hope my project can be an example of what’s possible.”
Isaac is also passionate about the role of technology in farming. He’s exploring precision agriculture tools that track soil moisture, nutrient levels and crop health in real-time. These innovations boost productivity while reducing waste and environmental impact. By blending modern technology with traditional farming knowledge, Isaac wants to prove that sustainable farming isn’t just a thing of the past, it’s a forward-thinking practice that can tackle today’s challenges.
“Every tree I plant, every method I implement, is a step toward a future where our food systems are not only sustainable but regenerative, where nature and humanity work together in harmony. The land has always been here. We just need to learn how to respect and work with it again. Our ancestors knew how to live in harmony with nature, and there’s so much we can learn from them.”
Isaac’s transformation from a corporate executive to a regenerative farmer has required him to confront not only external challenges, like water scarcity and deep-rooted agricultural practices, but also internal struggles like self-doubt. During long days spent working on the fields, Isaac often reflects on his past life in the city and the hollow victories of corporate success.
“Returning to my roots has taught me that true wealth is not measured in sales figures or profit margins, but in the health of the land and the well-being of the people who depend on it. I want to build a legacy that honours the past and sustains the future.”
As the sun sets over the rolling hills of southern Spain, Isaac’s avocado trees stand as living proof that a sustainable future is within reach. Looking ahead, Isaac dreams of expanding Arraigo into a cooperative network that connects like-minded farmers across Spain and beyond. He envisions a future where regenerative practices become the norm rather than the exception, where consumers actively choose products that support ethical, sustainable agriculture, and every purchase contributes to the well-being of the Earth.
“I want to show that sustainable farming isn’t a niche or a luxury, it’s a necessity.”
Isaac’s story is a powerful reminder that transformation is possible at any stage of life. His bold decision to leave behind his corporate career to return to the land is a call to action. It invites us all to consider how we might live more harmoniously with nature and contribute to a more sustainable future.
“Every step we take toward sustainable farming is a step toward healing our planet. The future is in our hands, and it starts with the choices we make today.”
