At 35 years old, Josep Soro represents a new generation of winegrowers who have chosen to invest in the land and in the future of the Gandesa Cooperative. We spoke with him about generational renewal, the pride of being a winegrower, the spirit of never settling, and his passion for a land that has been part of his life since childhood.
How long have you been going to the vineyards?
As long as I can remember. Since I was about four years old.
How long has your family been cultivating these vineyards, and what do they mean to you?
My family has been cultivating these vineyards for many years. I couldn't tell you exactly how long, but some of them have belonged to my family for more than a hundred years. Others have been purchased over time and we have cultivated them ever since.
To me, they represent effort and pride: knowing that you are continuing your family's history and, above all, the passion for doing what you love alongside the people you love.
Have you ever thought about leaving farming? When did you decide to stay? Why? Was it one of the hardest decisions of your life?
I studied for a higher vocational degree and started working elsewhere, but every weekend and whenever we had time, my brother and I kept working in the vineyards. Six years ago, I decided to dedicate myself to farming professionally.
It must also be said that, after COVID and the wars, production costs have increased dramatically, while the price of the grapes has not. There is always a part of you that thinks about saying, "That's enough." But I believe that loving what you do makes you stronger and keeps you going. We hope to continue for many years, although there are difficult moments.
What does being a member of the Gandesa Cooperative mean to you? What do you think about those who came before you?
Being a member of the cooperative is a source of great pride for me. Knowing that you are part of an organization with more than one hundred years of history, built through sweat and sacrifice. You become part of your great-grandparents' legacy, and your membership number carries that history.
I believe every member feels that the cooperative is their home, and that's exactly what it is: our home. I hope it will continue to be that for generations to come.
What does doing things the right way in the vineyard mean to you? How would you define being unconformist?
Doing things well is the key. You always want everything to be perfect. Of course, sometimes you run out of time, or the weather works against you, but you always try to do your very best.
To me, being unconformist means going against the current. If you do exactly what everyone else does, you'll never be better. It means always wanting to improve what you already have or finding what is still missing.
What did your parents or grandparents teach you about this profession that you still apply today?
My father, my grandparents and, above all, my brother taught me everything I know. Without them, I wouldn't be who I am today. All I can do is thank them.
What sacrifices are required throughout the year to achieve a good harvest? Which part of the year do you enjoy the most in the vineyard, and why?
There are many sacrifices. From the moment the vines begin to bud, you start worrying. You're constantly watching the weather: whether it will rain, whether hail will fall, whether flowering will go well...
I really enjoy harvest time. When you collect the grapes, you're happy if everything has gone well. But I also love winter pruning. I love knowing that you prune today so you can begin again tomorrow.
What makes you most proud of your work?
Nowadays, being a young self-employed winegrower is very difficult. People's mindset has changed a lot compared to years ago. You need to be very determined and willing to endure difficult times.
I think fewer and fewer young people are willing to take that step, so being able to proudly say, "I am a winegrower," is what makes me happiest about my profession.
What is the most important lesson the land has taught you?
That's a difficult question... But I'd say one of the most important lessons, both for life and for your own peace of mind, is that no matter how well you do things, there are always things beyond your control.
The land teaches you that every day, and it makes you stronger.
What would you never be willing to do, even if it meant producing or selling more?
Anything that could harm another winegrower. I would never earn more at someone else's expense.
What would you like someone to feel when they open a bottle from the Gandesa Cooperative?
I'd like them to understand the passion and effort that every winegrower puts into their work, the dedication that also goes into the winery, to feel the cooperative's history and, when they taste the wine, to sense the aroma of our land.
Above all, I hope it makes them happy and allows them to enjoy the moment.
What would you say to a young person who is unsure whether to continue the family tradition?
I'd tell them to think carefully, because it won't be easy. But being your own boss and doing what you truly love is sometimes priceless. If you love nature, the freedom that comes with working the land is something truly special.
What has staying in Gandesa, instead of moving to a big city, meant to you? What does living in a village mean to you?
Gandesa is life. I don't like cities at all—they stress me out. Being able to leave home, walk just a few steps and find yourself surrounded by vineyards and olive trees... nature gives you so much.
Gandesa is peaceful, and we have almost everything we need. Even though we're in a small corner of Catalonia, it's our corner of peace and happiness. You couldn't ask for more.