A rural idea that crosses borders: Natursnacks’ inspirational journey

Podcast

When Sandra de Blas returned from Finland after a forestry internship, she never imagined that she would end up turning an idea born in an entrepreneurship course into a project with international impact. Today, from her hometown, Pedrajas de San Esteban (Valladolid), she leads Natursnacksa small company that produces dehydrated fruits and vegetables in an artisanal and healthy way. With a mainly female team, they manage all the company’s processes and distribute and export their products thanks to the support of technology and connectivity.

“I have nothing to do with the agri-food world (…) There was a business creation course launched by the City Council of Valladolid (…) I was very creative and I thought why not sign up? Of course, when I read all the rules and everything I had to bring an idea. I didn’t have any idea in mind”.

From the home dehydrator to the rural workshop

Sandra literally started from scratch, filling her house with utensils and experimenting with a small dehydrator. With the help of her family, she developed an artisanal product, without preservatives or additives, which soon conquered the most demanding palates.

“We don’t put anything in the oven that we wouldn’t eat ourselves. In every little bag goes an added value.”

Natursnacks is committed to the circular economy and working with local farmers who farm sustainably.

“We work with family farmers with small plantations who pamper their crops. We understand each other and collaborate on fair terms.”

Innovation and technology at the service of the rural world

Although its processes are manual and traditional, Sandra has been able to incorporate technology to improve management and efficiency.

We do not have a sales team on the street. We sell everything by phone, WhatsApp or web. Digitalization allows us to control traceability and stock at the click of a button.

Their experience shows that innovation and tradition can coexist perfectly in the rural environment, generating quality products and local opportunities.

Entrepreneurship from the people

Her bakery is mainly staffed by local women, many of them over 40 years old. With more than a decade of experience, Sandra looks back with pride and learning:

I started when I was 22 years old, with no resources or experience. I call it poor entrepreneurship. If I were to do it again, I would do it again… but with everything I know.

Their story is an example of how talent, technology and roots can turn a rural idea into a project with international projection.

Listen to the full episode of Connecting RURAL to the world: “A rural idea that crosses borders. Natursnacks’ inspiring journey to success. “ and follow us to see and/or listen to the next episodes

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Patricia Moreno Pacheco

Deployment Project Manager

Trained as an architect at the University of Seville and with international experience after her studies at the Leibniz Universität Hannover, she has a multidisciplinary technical profile. He stands out for his analytical capacity and leadership in telecommunications infrastructures, providing a highly consolidated strategic vision.

Her career began in civil architecture, working as a Municipal Architect and energy certifier. In 2017 she oriented her career towards the telco sector by joining Nokia as FTTx Network Design Engineer. For five years, he participated in large multinational deployments for operators in the USA, Italy, Chile, the Philippines and Germany. Later, at Inelcom, he took over team management and implementation support for the German UGG network, mastering the construction and last mile phases. All this international supervisory experience brought her to Asteo Red Neutra in 2023, where she manages field operations as Deployment Manager.

Away from blueprints and fiber optics, he is an active person who likes to enjoy his free time. He is passionate about climbing, paddle tennis and traveling, always looking for new environments to disconnect.

David Moreno Llorente

Director of Network Infrastructure and IT Systems

With more than 25 years of experience in the telecommunications sector in Spain, David has developed a solid track record of technical and operational excellence. His profile stands out for a clear focus on continuous improvement, results-oriented management and team management and development.

His career began in 1998 at UFINET, where for more than two decades he evolved professionally to consolidate his position as Director of Network Operation and Maintenance. During this period, he led strategic Engineering & Maintenance (E&M) projects, as well as service transformation and outsourcing initiatives, and performed transversal functions in the Operation and Maintenance units of the different countries in which the company operated, contributing to the standardization of processes and the improvement of operational efficiency.

In 2018, following the creation of Lyntia as an independent company from UFINET's infrastructure business, he continued his professional development as Director of the Operation and Maintenance units, both Access and Transport, providing a key strategic vision for the company.

All this experience in critical infrastructure management led him to Asteo Red Neutra in 2024, where he is currently in charge of the operational area as head of the company's Network Infrastructures and IT Systems.

Outside the professional sphere, David disconnects from technology through his passions: rally raids, scuba diving and cooking with his family.

Laura Díaz

Marketing and Communications Director

With 20 years of experience, Laura has developed the communication strategy for national and international companies. Since the official launch of ASTEO Red Neutra, she has led its communication and content strategy as an external consultant, until her incorporation to the team.

She started her career as a journalist in the IT sector. She specialised in Communication, advising companies in various sectors (banking, asset management, private equity, insurance and insurtech or telecommunications). She led Evercom's Financial Communication department, in charge of the area's growth strategy and the management of the team and clients.

She graduated in journalism from the Universidad Católica Andrés Bello, in Venezuela, took the ABC-UCM master's degree in journalism, and complemented her education with studies in International Business at Dublin Business School, and sustainability at the University of Cambridge.

Married to Santi, she is the mother of two children and, whenever she has some free time, she loves going swimming and to the cinema or enjoying long dinners with friends.

Alfonso García

Director of Business Development and Operations

A Telecommunications Engineer from the Polytechnic University of Madrid and PDD training at the University of Navarra IESE, he has more than 20 years of experience in Telecommunications in leading companies, leading the development of fibre infrastructures and management work in the commercialisation of fibre optic networks.

He began his experience in the Telecommunications Sector in Engineering, Technology and Deployment Departments of data and fibre networks in companies such as Payma Comunicaciones, Iberdrola Ingeniería y Consultoría and Madritel Comunicaciones. After this first technical stage, he developed his more commercial experience in the Iberdrola Group, taking over the Commercial Management of Iberdrola's Fibre Optic Network for Telecommunications Operators for 15 years. Before joining ASTEO Red Neutra, he was an advisor to CableRunner Iberica’s president and Commercial Director of GTD Spain, a Dark Fibre Neutral Operator for National and International Operators and DataCenters in Spain.

Alfonso is convinced of the potential of fibre networks, so he decided to focus his career on this technology from the very beginning.

A father of two, a lover of gastronomy and cooking, he is happy to cook on weekends for his family and friends. In love with skiing in winter and water sports in summer.

Luis Rodríguez

Luis Rodríguez

ASTEO’s CFO and HR Director

With more than 7 years of experience, he has worked in the financial departments of international companies, mainly in SICE CANADA INC (ACS Group Company) based in Toronto and Golden Agri-Resources (Sinarmas Group Company, listed on the Singapore Stock Exchange).

As Chief Financial and Human Resources Officer of SICE Canada Inc, he was responsible for managing the acquisition of capital assets, negotiating financial products with banks and financing entities, preparing and reporting the EEFFs to the parent company and ensuring regulatory compliance, among many other responsibilities.

Luis holds a degree in Economics from the University of Seville and an MBA from the University of Cadiz. In his free time he likes to practise all kinds of sports, especially crossfit and downhill.

Manuel Garnelo

Manuel Garnelo

ASTEO’s CTO and Chief Operating Officer

Responsible for the Engineering and Technology, Deployment and O&M (Operation and Maintenance) Departments. He has more than 20 years of experience in the telecommunications sector. Manuel has been responsible for FTTH deployments at Lyntia, Director of the Central Delegation at Verne, Head of FTTH deployments at Ericsson in the Mediterranean region and of the FTTH Centre of Excellence in Spain.

A Telecommunications Engineer from the Polytechnic University of Madrid, he is an enthusiast of the right of people to have a broadband connection and of the connected society.

Married to Teresa and father of two daughters, in his spare time he repairs and collects old radios and gramophones: if you have a lamp radio and you want to get rid of it, don't throw it away! He will take care of them. He will take care of them.