Challenges and Responses of Agri-Food Activities under COVID-19 Pandemic: The Case of the Spanish Territories Producing Wine and Olive Oil

Abstract

The COVID-19 pandemic has deeply affected economic activities worldwide. The challenge for territories and companies has been how to cope with mobility restrictions. Even in the case of essential activities such as agri-food industries, the adaptation has been a challenging issue to deal with. The paper aims to show how the wine and olive oil industries in Spain have restructured their activities in order to respond to the confinement and the new normalcy, using new technologies as a strategic tool, but also making the most of new actions to keep their presence in the national and international markets. The research was carried out mostly through qualitative analysis, using the in-depth interview as a main tool to gain strategic information from managers of companies and local policymakers. Results show that when local policy makers and managers cooperate, despite the different perceptions they could have, the outcome is positive for facing competitive shocks and carving out new local initiatives, making firms and the territory itself more resilient.