• It kicks off with an initial investment phase of 2 million euros and is established as a public-private partnership initiative.
  • As its first project, Paraíso Natural Ventures has made its initial investment in Taste Lab, a technology company behind Sensesbit, a SaaS sensory intelligence platform that transforms sensory data into business decisions for the food industry.
  • It seeks to attract talent, innovation, and capital, contribute to the creation of skilled employment, and position Asturias as a benchmark in innovation applied to rural areas.

Paraíso Natural Ventures is officially presented, a new investment and development initiative aimed at addressing the major challenges of rural Asturias, combining technological innovation, collaboration with industry, and direct social impact on the territory.

The vehicle kicks off with an initial investment phase of 2 million euros and is established as a public-private partnership initiative, promoted by Grupo Central Lechera Asturiana together with the Caja Rural de Asturias Foundation and the Principality of Asturias, through the Regional Promotion Society (SRP).

Paraíso Natural Ventures operates under a corporate venturing methodology, which prioritizes conducting proof-of-concept tests in real cases, in collaboration with companies and local stakeholders, as a preliminary step to making investment decisions. This approach allows for validating solutions in real rural contexts, reducing risks, and maximizing the impact of supported projects.

“At Grupo Central Lechera Asturiana, we have a strong commitment to the region and its future. Linked to that future, we see that aspects such as generational replacement are among the major challenges we must face together in the coming years, and we believe that innovation and entrepreneurship will provide answers to address them.” Rubén Hidalgo, Director of Innovation and Entrepreneurship, Grupo Central Lechera Asturiana.

For her part, Eva Pando, Director of the Caja Rural de Asturias Foundation, highlights that: “impact investment has become one of our entity’s main strategic pillars, which is why we decided to be part of this investment vehicle. We believe it is possible to combine territorial impact and economic viability, and we consider that capital can—and should—play an active role in generating opportunities where they are most needed”.

David González, President of the Regional Promotion Society, states that: “From the Regional Promotion Society, we see this initiative as a turning point for collaboration with private entities of high reputation in the Asturian industrial fabric and with a demonstrated commitment to generating economic activity in the rural environment. It is an agile investment mechanism that adds social and territorial impact criteria, and has the potential to attract new investments to Asturias and support our current industry linked to rural areas.”

Three Verticals to Address Rural Challenges

Paraíso Natural Ventures’ activity is structured into three main work verticals, aligned with the current and future challenges of rural areas:

  • Rural Resources, promoting projects related to the food industry, biodiversity, energy, timber, and the sustainable use of natural resources.
  • Rural Services, supporting solutions that improve mobility, connectivity, access to services, and quality of life in the region.
  • Rural Promotion, fostering initiatives linked to sustainable tourism, the creative industry, and the enhancement of cultural and natural heritage.

This approach allows for comprehensive rural development, combining economic activity, essential services, and the attraction of talent and opportunities.

First Investment: Taste Lab

As its first project, Paraíso Natural Ventures has made its initial investment in the startup Taste Lab, a company specializing in sensory analysis and the digitalization of tasting processes in the food industry.

Taste Lab has developed a technological solution, Sensesbit, which allows for the digitalization, systematization, and analysis of product tastings, helping food companies improve decision-making, accelerate the development of new products, and objectify consumer perception through data.

This first investment exemplifies the vehicle’s model: technology applied to the food industry, validated in real environments, and with scaling potential, generating economic value and strengthening key sectors in the region.

Impact in the Asturian Region

With this initiative, Paraíso Natural Ventures seeks to attract talent, innovation, and capital, contribute to the creation of skilled employment, and position Asturias as a benchmark in innovation applied to rural areas, both nationally and European-wide.