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Manuel Lencero y su revolución del aguacate: "Queremos repoblar la España vaciada generando actividad económica" Manuel Lencero durante una conferencia. Cedida
A los 19 años montó su primer negocio, y no ha parado hasta ahora. Ha creado más de 20 compañías, la mayoría dentro del sector inmobiliario, que le han hecho ganar fortunas, y también perderlas. Cuando rondaba los 50, algo hizo click en su cabeza y decidió cambiar radicalmente : ya no se trataba de ganar dinero, se trataba de mejorar la vida de las personas, de transformar la realidad. Desde entonces se dedica a ello, y predica con el ejemplo. Está intentando que la gente regrese a Bolulla, un pueblo que sufre la sangría de la despoblación en comarca alicantina de La Marina. Quiere devolverle la vida que se le escapa a borbotones como a tantos pueblos de España condenados a desaparecer. ¿Cómo? A base de aguacates.
¿Las empresas deben transformar la realidad a mejor?
Totalmente. Las empresas son poderosos agentes de cambio que, más allá de la responsabilidad de ganar dinero para sus socios, que está muy bien, tienen la capacidad de resolver los problemas sociales y medioambientales que sufrimos. Está demostrado que las empresas que generan impacto social positivo son compañías más sólidas. La tendencia es esa, y las compañías que no demuestren que generan impacto social o medioambiental positivo, que no pongan el foco en la gente, van a estar condenadas al fracaso.
Yo vengo de una época donde el éxito se medía por la cantidad de dinero que ganabas. He trabajado en el sector inmobiliario y he ganado mucho dinero, y también lo he perdido, pero no considero que esa sea una etapa de éxito profesional. En esa época en muchas ocasiones me he encontrado muy frustrado y muy infeliz. Pensé que había que cambiar el enfoque, y lo hice.
Y practicas con el ejemplo. ¿Qué es Bolulla Valey?
Bolulla Valey es un proyecto que nace con esa vocación de impacto de que hablamos. Lo que me atrajo no fueron las posibilidades económicas, es un buen modelo de negocio, pero lo que me animó a poner el proyecto en marcha es enterarme de que casi la mitad de los municipios de nuestro país están a punto de extinguirse, los pueblos están desapareciendo. Hace 70 años en Bolulla eran 700 personas, ahora quedan 120. Eso me revolvió el estómago y pensé en cómo podía ayudar. Yo soy bueno haciendo compañías, y pensé en crear actividad económica para retener y atraer población, para que la gente venga a trabajar aquí. Y eso hemos hecho. Es un negocio visto al revés. En vez de pensar que el aguacate es un producto rentable, pensamos en crear actividad económica para solucionar el problema social de los pueblos que se mueren. El negocio con más probabilidades de éxito era el cultivo y comercialización de aguacate ecológico.
El aguacate ha creado controversias porque necesita mucha agua. ¿Cómo habéis tratado este problema?
Nosotros hacemos un aguacate ecológico, que protege la tierra, que la regenera, que la nutre. En aquella zona del levante durante décadas se ha tratado la tierra con químicos que la han dejado seca y contaminada. Es otro reto de impacto. Nosotros no tenemos problemas con el agua. Tenemos agua de subsuelo de muy buena calidad. Además, en la zona se está estableciendo un clima semitropical, con altos grados de humedad y buena temperatura. Cuidamos el agua y usamos tecnología de medición del grado de humedad de los suelos y de programación de riegos que optimizan su uso. Queremos hacer un producto único que atraiga a otros empresarios que se asienten y generen actividad y riqueza para asentar población.
¿Qué habéis conseguido hasta ahora?
En dos años hemos generado seis puestos de trabajo, y que cuatro vecinos se hayan asentado en el municipio. Estamos dando a conocer el pueblo para que se compren viviendas y se rehabiliten, porque hay muchas casas que están deshabitadas. Se han vendido ya cuatro casas a gente de Madrid, como segunda vivienda. Son personas de más de 50 curiosamente, que pueden trabajar desde casa, y que pueden pasar temporadas aquí.
En tu experiencia como empresario ¿qué opinas de los trabajadores seniors?
La gente de 50 tiene un bagaje empresarial y vital que es pura riqueza. Es verdad que muchas veces contratas a gente más joven que te van a durar más en la compañía, a la que tienes que formar, pero que son gente con energía, capaces de aguantar jornadas largas. Pero cuando tienes 50, pasas por situaciones que ya has vivido muchas veces y que sabes cómo enfrentarlas porque lo has vivido. Eso no tiene precio. A mí me encantaría que las compañías tuvieran un comité de sabios, de trabajadores históricos de la compañía, que ya están jubilados o prejubilados, para que den apoyo experiencial a las nuevas generaciones. Sería muy rico. Coger a un chaval que tenga un problema y decirle “no te preocupes, yo sé cómo vamos a resolverlo”, esa gestión de crisis no tiene precio para la empresa. Nos quitamos de encima los sabios, y eso empobrece a las empresas.
¿Qué hace falta para emprender?
Lo primero es tener una visión crítica del entorno que te permita identificar una oportunidad. Si donde estás ves que hay algo que resolver, ahí hay una oportunidad de negocio . Y esa oportunidad convertirla en un plan de negocio resistente, que atienda a razones. Luego necesitas capital, buenos socios, echarle muchas horas de trabajo, ser tenaz, ser determinado. No puedes pretender tener un buen proyecto empresarial , si no estás dispuesto a dejarte la piel en el proceso.
¿Cuándo hay que bajarse del burro?
Un plan de negocio tiene que estar plagado de objetivos, que son indicadores y que tienes que perseguirlos años a año. Cuando no se cumple un año, puede ser por temas de coyuntura, pero si esa tendencia es persistente, no hay resultados y los indicadores van a la baja, es el mejor momento de retirarse. Yo creo que engancharse a un negocio que no es rentable en un periodo de dos o tres años, es peligroso. Las huidas hacia adelante lo que hacen es endeudarte más, comprometerte más y al final acabas fallando. Analiza tus crecimientos y si decreces de forma persistente durante un par de años, renuncia.
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