INTERPORC has received the Alimentos de España Award for Promotion 2025, in recognition of its innovative and courageous commitment to an unusual tool in the agri-food sector: the film documentary entitled “El año del relevo” (The Year of Change). The award, presented by the Minister of Agriculture, Fisheries, and Food (MAPA), Luis Planas, during an event held at the Teatro Real in Madrid, recognizes the promotional and communication work of the Spanish pork sector with a film that shows, through the eyes of its characters, one of the most decisive moments in pork farms and companies: the generational change.
“El año del relevo” (The Year of Change) captures the true stories of fathers and mothers who pass on to their children not only a profession, but also a legacy of hard work, responsibility, and love for the land. Its young protagonists eagerly take up the mantle, championing innovation, sustainability, and the future of rural areas as a way to write their own page in a generational history that, thanks to them, continues.
“The best ambassadors of our society”
Minister Planas highlighted the value of the men and women in the agri-food sector “who represent the best of our society: effort, innovation, and sustainability. Therefore, the Alimentos de España awards recognize the agri-food excellence of our producers.”
Planas also congratulated the awardees, whom he defined as “the best ambassadors of Alimentos de España” because “you are a reflection of a country that has known how to combine tradition and innovation, sustainability and talent. Thanks to your work, Spain is the richest country in the world in diversity, quality, solidarity, and sustainability.”
For his part, INTERPORC President Manuel García emphasized that “this award highlights a different way of communicating—one that’s approachable, humane, and forward-looking. We wanted to speak the same language as the new generations in the field, and do so with emotion.”
He added that “behind the pork industry, there are people and families proud of what their ancestors have built. They believe in what they do because they’ve experienced it since they were children. And, above all, they take on the responsibility of improving their legacy so that, when it’s their turn, they can pass it on with the same enthusiasm with which they received it.”
Manuel Garcia: “This award highlights a different way of communicating—one that’s approachable, humane, and forward-looking.”
For his part, Alberto Herranz, CEO of INTERPORC, emphasized that this award “recognizes the great collective work carried out by the Interprofessional, where our goal is to highlight the reputation of the sector, the work well done, and the commitment of all the professionals who comprise it.”
He added that “this recognition comes at a time when we have brought a highly topical issue—generational change—to the forefront, and we have done so through a risky and courageous project, the production of a documentary that gives voice and prominence to young people in rural areas.”
The documentary, available on Amazon Prime and Rakuten TV, has become a powerful tool for bringing the reality of livestock farming closer to society, showing that generational change is also a story of roots, family, and a shared future.
This is the second Spanish Food Award that INTERPORC has received, following the award it received in 2014 in the Food Internationalization category, consolidating its leadership in the promotion and international projection of white-coated pork.
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