Spanish designer Carlos Ferrando is reviving native Valencian olive trees through his new brand Volats, offering a premium olive oil with an innovative annual subscription service.
Carlos Ferrando, known for his work showcased at the Museum of Modern Art (MoMA), is taking significant steps to revive native Valencian olive trees via his brand Volats. His initiative not only aims to restore these traditional trees but also to provide a premium olive oil (AOVE) through a novel subscription service. This approach is expected to connect consumers more directly with the origins of their food, promoting sustainability and local agriculture in the process.
In the autumn of 2023, the designer participated in a unique picnic event hosted by Chef Jordi Morera in Altura, Castellón. The event, which celebrated the retirement of the local doctor, served as a gathering point for friends and community members. The emotional backdrop of the celebration highlighted themes of change and continuity in local life, mirroring Ferrando’s mission to rejuvenate a traditional agricultural practice while fostering community connections through his culinary collaborations.
Ferrando's work, from designing to actively engaging in agricultural sustainability, reflects a broader trend of integrating design with ecological responsibility. This initiative aligns with rising consumer preferences for locally sourced and environmentally friendly products, suggesting that his impact could extend beyond olive oil, potentially inspiring a new wave of sustainable practices in various sectors beyond design and food.
