Interview with Marta Vidal, CEO of Vallformosa

With a career marked by professionalization and growth, Marta Vidal has led Vallformosa since 2017 with the mission of transforming a cava, wine, and sparkling wine company with more than 150 years of history into a modern, transparent, and customer-oriented model.

Under her leadership, Vallformosa, an industrial company and member of INDPULS, has embraced values such as innovation, quality, and sustainability, placing people and the territory at the center of the organization.

We speak with Marta Vidal, CEO of Vallformosa, in a new INDPULSTALKS (Interview Series with the INDPULS Community) about how to turn innovation and sustainability into drivers of growth and differentiation, what challenges the wine sector faces amid full digital transformation, and what future vision guides the company.

In an industry as traditional as cava, wine, and sparkling wine, what has been the most significant digital transformation implemented at Vallformosa, and how have you ensured that this reform becomes integrated into the culture and processes of the entire organization?

In an industry as traditional as cava, wine, and sparkling wine, what has been the most significant digital transformation implemented at Vallformosa, and how have you ensured that this reform becomes integrated into the culture and processes of the entire organization?

At Vallformosa, we view technology as a strategic tool to support our winegrowers and improve the quality and sustainability of production. We have implemented sensor systems, satellite monitoring, and predictive tools that allow us to optimize vineyard management, anticipate risks, and make more informed decisions. These innovations help us become more resilient to climate change, adapt better to fluctuating conditions, and minimize environmental impact.

The main challenge lies in applying these technologies in ways that create real value: that they are useful and practical for winegrowers, that they make their daily work easier, and that they contribute to more efficient production that respects the territory. The key is integrating innovation into the business model — investing in technical teams and training, ensuring that technology strengthens trust-based relationships with our collaborators, preserves the uniqueness of each vineyard, and advances a more sustainable viticulture prepared for future challenges.

At a time when artificial intelligence is beginning to transform all sectors, what is Vallformosa’s vision for the use of AI? In which areas do you believe it can add the most value — from vineyard to consumer — and how are you preparing to implement it effectively and responsibly?

At Vallformosa, we see artificial intelligence as a strategic lever to drive innovation and competitiveness throughout our ecosystem, from vineyard to final consumer. AI enables us to monitor the vineyard with greater precision, anticipate risks, and optimize production processes, contributing to more efficient and sustainable management. We are developing predictive models that help us anticipate demand, adapt production, and improve logistical planning, making us more resilient in the face of market uncertainty and climate change.

Furthermore, AI opens new opportunities to personalize the consumer experience, offering more relevant recommendations and creating closer connections with our clients. Our priority is implementing AI responsibly, ensuring data privacy, and making sure the technology brings value internally and externally. We invest in training and collaboration with experts to integrate AI into our business model, always placing people and the territory at the center of our strategy.

Sustainability is a key pillar for Vallformosa: what is your vision for innovation to make it more effective, and how do you measure the impact of these initiatives?

At Vallformosa, we understand sustainability as a shared responsibility and a constant source of innovation. For us, sustainability means action, not just discourse: every decision matters, and every improvement has a tangible impact.

We have promoted pioneering initiatives such as reducing bottle weight, replacing plastic sleeves, and switching to more sustainable packaging materials, helping to minimize our product’s environmental footprint.

Since 2018, we have collaborated with a start-up to develop a recyclable, single-material cap to replace the traditional crown cap used during the cava’s second fermentation. Thanks to this project, we have obtained the Zero Waste certification. We also promote bottle collection at music events where we are sponsors, reinforcing our commitment to the circular economy.

One of our most notable projects is the installation of nearly 1,000 solar panels at our facilities, enabling us to generate renewable energy, reduce and optimize energy consumption, and advance toward cleaner and more responsible production.

To measure impact, we conducted an exhaustive study of the company’s carbon footprint (scopes 1, 2, and 3), which allowed us to identify critical points and establish an action plan with concrete measures to significantly reduce emissions over the next five years. This monitoring is complemented by external audits and the transparency that has led us to become the first winery in Spain to obtain BCorp certification.

Innovating in sustainability means anticipating future challenges, integrating continuous improvement into every process, and ensuring that our positive impact is reflected in both the territory and society.

Commitment to the territory carries significant weight at Vallformosa. How does this human and territorial dimension interact with data management and decision-making within the organization?

The territory is our essence and the foundation of our identity. At Vallformosa, every strategic decision stems from respect for the landscape, the winegrowing culture, and the people who form part of it. Data allows us to be more efficient, more sustainable, and more proactive, but we always place people at the center of the process.

Our winegrowers’ club is the clearest example: we invest in technology and technical teams to support them, facilitating vineyard management and grape quality, but the relationship is based on trust, closeness, and collaboration.

We share knowledge, innovate together, and listen to the needs of each grower, adapting technological solutions to the reality of each estate.

This combination of data, innovation, and human dimension allows us to grow without losing authenticity, maintaining our bond with the territory and ensuring that each bottle reflects the uniqueness of our land and the passion of the people who cultivate it.

Regarding Vallformosa’s overall business strategy, how do you articulate the relationship between product innovation, market, and business model, and what will be the top priority for your team in 2026?

Our strategy is built on three pillars: constant product innovation, adaptation to new channels, and experiences that connect with the consumer. In 2026, our priority will be to consolidate Vallformosa as a global brand with local roots, enhancing digitalization in customer relations and strengthening sustainability as a differentiating factor. We want every bottle to tell a story that unites tradition and innovation.

What does being part of INDPULS mean to you, and what value does it bring to Vallformosa?

Being part of INDPULS is much more than belonging to a business network: it means being connected to a dynamic community that inspires us, challenges us, and pushes us to go further.

Sharing experiences with other industrial companies allows us to learn from real cases, identify emerging trends, and accelerate the implementation of innovative projects.

This collaboration gives us access to specialized knowledge, new technologies, and a global perspective that helps us anticipate industry challenges.

For Vallformosa, INDPULS is an opportunity to strengthen our commitment to transformation, sustainability, and digitalization. It enables us to build synergies with companies that share the ambition of transforming the industry through collaboration, transparency, and respect for the territory. This connection helps us stay at the forefront, inspire our team, and consolidate Vallformosa as a benchmark in innovation within the wine sector.

This interview is part of the INDPULSTALKS series, our space for conversation with the INDPULS community, where we address a variety of topics related to the industrial sector, innovation, sustainability, and management, among other relevant areas.