Monjarama, established in 1971 as a nursery, has diversified into organic fruit production and agrotourism. Located in the Vega del Río Jarama, 19 km from Madrid, it offers visitors the opportunity to harvest their own berries and enjoy various activities, including rural accommodation, workshops, and tastings.
Company
1971
San Sebastián de los Reyes, Madrid, Spain
Monjarama began offering agrotourism services in 2017, capitalizing on consumer demand, economic opportunities, and educational aspects. Their diverse offerings include rural accommodation, workshops, a store, and a tasting area featuring their organic products.
Monjarama offers a comprehensive array of services to its visitors, aiming to provide a holistic agritourism experience. In addition to providing rural accommodation and catering services, they organize educational workshops where visitors can learn about organic farming practices and participate in hands-on activities such as fruit harvesting. The tasting area allows guests to sample a variety of locally produced goods, fostering a deeper appreciation for the region’s culinary heritage. The farm is managed by a combination of permanent and discontinuous staff, ensuring smooth operations and excellent customer service. This diversified approach not only enhances the visitor experience but also contributes to the farm’s economic sustainability and community engagement.
Monjarama’s journey in agritourism has been characterized by both advantages and challenges. Despite occasional difficulties with opportunistic individuals, the direct interaction with visitors has been incredibly rewarding, leading to the generation of innovative ideas and the continuous improvement of their offerings. The economic stability provided by diversification into agritourism has been a significant advantage, ensuring steady revenue streams and enhanced product sales. However, navigating the regulatory landscape and obtaining necessary permits has posed challenges, highlighting the need for greater support and streamlined processes for small-scale agritourism businesses.
Monjarama’s commitment to innovation, diversification, and multifunctionality has been instrumental in its success in the agritourism sector. By capitalizing on consumer demand for authentic and educational experiences, they have created a unique value proposition that sets them apart from conventional tourist destinations. The integration of social agriculture activities not only provides visitors with hands-on learning opportunities but also fosters a sense of community and connection to the land. Furthermore, their focus on promoting local products and short supply chains contributes to the sustainability of the local economy and environmental conservation efforts.
Monjarama offers valuable insights and advice for farmers looking to venture into agritourism. They emphasize the importance of meticulous planning and seeking guidance from experts in various fields to ensure the success of the project. Furthermore, they underscore the need for a strong understanding of business fundamentals and the ability to adapt to changing market conditions. By sharing their experiences and lessons learned, Monjarama aims to support and inspire other farmers in their journey towards establishing successful agritourism ventures.
The Farms’ Charm project aims to develop learning materials to educate small and medium-sized farmers in possible ways of starting their agritourism activities which will help them not only diversify their incomes but also promote their farm products directly to consumers. All that while reviving the rural areas and local communities and promoting a sustainable way of tourism which is in line with the tendencies of slowing down and staying longer at one area.
This project has been funded with support from the European Commission. The content of this website reflects the views only of the author, and the Commission cannot be held responsible for any use which may be made of the information contained therein.
