DEMÓCRATA travels through the north of Cáceres collecting the testimony of farmers, cooperators, entrepreneurs, and mayors who describe how tobacco cultivation generates work throughout the year, incorporates women, and attracts immigrant workers who end up settling in the region.
Young people are returning to the countryside in La Vera and Campo Arañuelo. Some are starting their own farms; others are taking over family operations and are betting on incorporating technology to manage the crop. Around them, agricultural activity supports cooperatives, auxiliary companies, and industrial centers that expand employment options beyond farm tasks.
DEMÓCRATA has traveled to the north of Cáceres at the beginning of autumn to learn about this reality on the ground. The visit, carried out in partnership with Philip Morris, has allowed for a tour of the different phases of the activity: from the Jarcha farm, where a digital grower explains the process from planting to harvesting and the transfer of the leaf to the drying center, to the cooperative COOLOSAR, the facilities of CETARSA and the municipalities of Losar de la Vera and Talayuela de la Vera.
Farmers, business leaders, cooperators, workers, and the mayors of both municipalities, Antonio Sánchez Díaz and Roberto Baños, respectively, agree in pointing out the incorporation of young people, the technological advancement of farms, and the development of activities linked to cultivation.
They also describe a labor structure that employs women and immigrant workers and that, in some cases, allows the latter to settle in the region.

Jarcha: technology at the service of cultivation
The first stop is the Jarcha farm. There, a digital grower shows how work is carried out on a tobacco farm and how the different phases of cultivation unfold until the leaf reaches the drying center. The activity requires planning, agronomic knowledge, investment in machinery, and monitoring the needs of the plant.
Technology is incorporated into this work to facilitate decision-making and improve the management of the farm. The program Digital Growers, driven by Philip Morris Spain in collaboration with the Scientific and Technological Research Center of Extremadura (CICYTEX), seeks to bring digital tools closer to farmers and study in which tasks they can be useful.
The project started in January 2026 and held its first session in Talayuela on the 15th of that month, with the participation of more than 40 growers. In an initial diagnosis of 45 farms, 91% identified irrigation and fertilization as areas where technology could add value.
The data reflects the needs detected by the participants, not an improvement in results already demonstrated.
The experience of Jarcha allows us to observe how these tools are incorporated into an activity that still depends on agronomic knowledge and daily work. The management of a farm increasingly demands planning and the ability to use information in decisions about the crop.
COOLOSAR: a cooperative that diversifies its activity
In Losar de la Vera, COOLOSAR shows another dimension of the economy linked to the field. The cooperative is not limited to drying tobacco: it has extended its activity to cheese production, fertilizers, and agricultural supplies, in addition to having a gas station and its own financing line.
Its Quesucos Veratos have received numerous recognitions in specialized competitions, including an award in the "Alimentos de España Mejores Quesos" and several distinctions in Gourmetquesos.
The cooperative also has its own financing line supported by contributions from its members. The cooperators thus contribute to the resources of an entity that provides services linked to agricultural activity and develops other businesses in the region.
At the head of COOLOSAR is Feli Zabala Zabala, managing director. The entity brings together activities ranging from tobacco drying to food production and the supply of products for the field. This diversification extends its activity beyond a single phase of cultivation and maintains services related to agriculture in Losar de la Vera.

CETARSA: the link with the industry
The tour continues at the CETARSA facilities, with a presence in Navalmoral de la Mata and Talayuela. The company buys, ferments, and processes raw tobacco, and constitutes one of the main links between growers and the transforming industry.
The connection between the farms, the drying centers, the cooperatives, and the industrial facilities explains the diversity of jobs associated with the sector. Alongside those who cultivate and handle the leaf, the chain needs transportation, supplies, maintenance, and technical services.
The president of CETARSA, Juan Andrés Tovar, represents the perspective of an activity that depends on agricultural production and requires facilities, organization, and capacity to respond to the needs of the industry. The leaf grown in the Extremadura farms goes through different phases before being incorporated into the transformation processes.
This continuity between field and industry expands the labor scope of the crop. Employment is not concentrated solely in the farms, but is distributed among the different activities involved in the production chain.

The crop in the Extremadura economy
The economic weight of tobacco in northern Cáceres goes beyond the value of the harvest. Extremadura concentrates nearly 99% of the crop in Spain and 74% of its production is destined for export, with sales abroad of around 70 million euros annually.
According to the Afi report for the Tobacco Table, the crop and the first transformation generate 69 million euros of direct added value and a total economic impact of 126 million, including indirect and induced activity. The chain supports nearly 2,000 full-time equivalent jobs and around 20,000 families, according to sector estimates.
Employment also presents particular traits: in 2024, two out of three workers in the crop in Extremadura had permanent contracts and the average contribution base was around 24,000 euros annually.
These figures help explain the territorial dimension of an activity that connects the farms with the cooperatives, suppliers, and the transforming industry, and that concentrates in regions like La Vera and Campo Arañuelo a good part of its economic impact.
Young people, women, and immigration: employment in the region
The incorporation of young people into the farms is one of the changes highlighted by the interlocutors consulted by DEMÓCRATA. The new growers are starting farms or modernizing existing ones, with investments in machinery and management tools. Technification is part of an activity that requires agronomic knowledge and planning.
Employment linked to tobacco also reaches other professional profiles. The testimonies collected during the visit describe the presence of women in tasks related to cultivation and industrial activity, as well as the participation of immigrant workers in the local economy.
In Talayuela, the arrival of foreign population is linked, among other factors, to job opportunities. The mayor, Roberto Baños, has referred to the presence of Moroccan population in the municipality and also to their weight in some educational centers. Part of the workers who arrive to join the labor market end up residing in the locality.
In Losar de la Vera, Mayor Antonio Sánchez Díaz knows the importance of agricultural activity and the services associated with cultivation in the life of the municipality. Together with Talayuela, the locality is part of a territory where farms, cooperatives, and processing companies maintain a direct relationship with employment.
The interlocutors consulted describe an activity that offers work in different phases of the year and that is not limited to the cultivation season. The continuity of agricultural tasks, drying, transformation, and auxiliary services allows for different occupations within the same production chain.

Philip Morris and the transformation of the tobacco industry
The journey takes place at a time of change for the tobacco industry. Philip Morris is redirecting part of its business towards new generation products, including devices that heat tobacco instead of burning it. This industrial evolution coexists with an agricultural chain that still requires raw materials, quality controls, and processes adapted to the specifications of each destination.
The company has been continuously buying tobacco leaf in Extremadura since 1992. It has also developed initiatives aimed at farmers, including the Entrepreneur Program. Digital Growers, thus joining that relationship with the aim of exploring the use of technological tools in the farms.
Although the evolution of the industry has modified the needs for production and processing, the connection between the growers and the later phases of the chain is maintained. The quality of the leaf, its traceability, and the adaptation to industrial requirements are part of that process in which this company works.
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A chain that starts in the land
La Vera and Campo Arañuelo bring together the different pieces of an activity that connects agriculture, cooperativism, industrial transformation, and services. Jarcha shows the incorporation of digital tools into the farm; COOLOSAR combines the drying of tobacco with cheese production and other businesses; and CETARSA processes the leaf before its industrial destination.
The testimonies collected by DEMÓCRATA link that activity with the incorporation of young farmers, the modernization of the farms, female employment, and the arrival of immigrant workers who settle in the area. Around the crop, a network of companies and services develops that extends economic activity beyond work in the field.
In the north of Cáceres, tobacco is part of a productive structure that links the farms with cooperatives and industry. Its activity is reflected both in the farms and in the companies and municipalities that participate in the different phases of the chain.