Against the tide: Instead of expanding into extensive agriculture, the Serra family decided to invest heavily in production.

While many producers are leaving regional economies to take refuge in extensive agriculture, the Serra family decided to take the opposite path. Based in the semi-arid Pampa but with productive presence in several provinces, the group bet more than a decade ago on diversification and landed in a long-term regional production: viticulture was the first option but they later switched to walnut production in Mendoza. The productive history of the family begins in Coronel Moldes, southern Córdoba, where Juan Serra's grandfather started the activity with cattle farming and a fair auction with partners. Over time and generational change, the company accompanied the transformation of the region. "Forty years ago, this was all cattle, and it turned into an agricultural area. My father is an agricultural engineer and he lived through all that transition," Juan recounted. In that process, the family not only grew in planted area but also integrated commercially. They bought 50% of a grain ...