Last Friday, February 6, Indicador d’Economia, a leading economic news outlet in the counties of Tarragona, published the following opinion article by Anna Gallart, Head of Corporate Sustainability and B Corp at MaserGrup. The article highlights sustainability as the central axis of our business model and the guiding principle behind all decisions, achieving a positive impact on the territory, people and the environment, while aligning with the Sustainable Development Goals and the 2030 Agenda.
MaserGrup, a business group headquartered in Reus, brings together companies from different sectors united by a shared vision based on innovation, sustainability and long-term growth. This vision is not merely a statement of intent, but the driving force behind all group decisions. Since its inception, environmental, social and economic responsibility has been at the core of its business model, with the aim of generating a positive and measurable impact on the territory, people and society, while building a solid, innovative and responsible business project.
Aligned with the Sustainable Development Goals set by the United Nations (UN), MaserGrup transforms sustainability into a tangible advantage: more efficient processes, resource savings and a lasting impact that is key to its success. In a context of increasingly demanding environmental and social regulations, the group has made the 2030 Agenda its compass, applying an integrated model that combines energy management, decarbonisation, innovation, circular economy and social commitment. In this way, sustainability becomes a driver of change, competitiveness and long-term growth, uniting all group companies under a common purpose.
Product, innovation and circular economy
Innovation and the circular economy are strategic pillars of MaserGrup. The Tecnol Urban division has developed product lines of urban furniture made from recycled and recyclable materials, complemented by a range of solar streetlights. This commitment to urban sustainability has been recognised with the Reus City Environmental Award 2025, highlighting the group’s capacity for responsible innovation.
At the same time, Fruselva, certified under the internationally recognised B Corp sustainability standard since 2024, strengthens the group’s commitment to a responsible business model. This commitment was further expanded with the acquisition of Holle in 2025, which holds the Demeter certification, guaranteeing biodynamic and regenerative agriculture practices. In this way, MaserGrup ensures the production of sustainable food that respects ecosystems and consumer health.
In terms of packaging, MaserGrup promotes returnable and sustainable solutions, such as Vermouth Miró bottles made with up to 80% recycled material or Fruselva’s recyclable mono-material pouches. In 2025, tethered cap technology was implemented, improving recyclability and reducing plastic dispersion in seas and beaches, anticipating and exceeding European regulations on single-use plastics for this type of product.
This is complemented by the promotion of various valorisation projects that demonstrate the group’s ability to transform waste into new business opportunities. Notably, the ALTPRO project has opened the door to studying the valorisation of okara, a protein- and fibre-rich by-product from oat or rice drink production, into high value-added functional ingredients. This project, funded by ACCIÓ (ACE139/24/000241), shows that sustainability and innovation can advance together to generate real value.
Social and territorial commitment
At MaserGrup, social responsibility is not a requirement, but a vocation. We care for employee wellbeing, ensure transparency, good governance and corporate ethics, and actively participate in community life through sponsorships, donations and social projects. Examples range from donations to the Reus Blood Bank and support for the Alzheimer’s Association, to sponsorship of CTT Ganxets de Reus, Reus FC Reddis and Reus Deportiu roller hockey club, as well as cultural support through collaborations with the Teatre Fortuny Foundation and the New Art Foundation.
This commitment also extends beyond our borders through initiatives such as Fundación Tierra Digna (Colombia), Barça Genuine (Mexico) and Teletón (Chile), as well as educational projects like the Socrates Scholarship of the Educa Foundation. Through every action, MaserGrup seeks to generate a positive and measurable impact, leaving a real footprint on people, communities and the surrounding territory.
Sustainability is also profitable through productivity
Sustainability, competitiveness and productivity go hand in hand, and at MaserGrup challenges become profitable opportunities. Products such as Miró ECO Vermouth, Amandín organic drinks or the Biotech line by Tecnol Technics add value, position brands at the forefront of premium segments and strengthen consumer trust and the group’s competitive strength.
Energy and decarbonisation
With the aim of turning sustainability into concrete action by integrating technology and innovation into its growth model, MaserGrup is installing solar panels across all group facilities to promote energy self-consumption. Its corporate headquarters in Reus, the first building in the Tarragona area to achieve LEED Gold certification, stands as a benchmark in energy efficiency and sustainable construction. In addition, through participation in the ACEPAR energy community, MaserGrup contributes to the generation of local renewable energy for companies, municipalities and vulnerable groups, demonstrating that the energy transition can deliver environmental and social impact simultaneously. Thanks to photovoltaic self-consumption, MaserGrup avoids the emission of approximately 265 tonnes of CO₂ per year, equivalent to removing around 180 vehicles from the road for a year or planting 12,000 trees.
Future challenges and roadmap
At MaserGrup, we face future challenges with a clear and determined vision: to consolidate and expand our sustainability strategy in an increasingly demanding regulatory environment, turning every challenge into an opportunity for growth and differentiation.
Innovation will be key in this journey. With the aim of driving growth and competitiveness through innovation, we actively participate in national-level calls, as well as programmes promoted by the Government of Catalonia with the support of ACCIÓ, focused on research, development and business innovation. At the same time, we take part in European R&D projects, particularly within the Horizon Europe framework, enabling us to develop highly differentiated solutions and products with high added value and a strong impact on the economic and industrial fabric.
The future of MaserGrup is built on three fundamental pillars: territory, innovation and sustainability. The integration of these values makes possible a resilient, competitive and long-term business model. For our group, sustainability is not only a legal requirement, but a strategic opportunity and an essential part of our DNA, driving the creation of differentiated products and enabling responsible growth that generates a positive and lasting impact on people, territory and society.