Menja't l'Alt Urgell Celebrates 10 Years with 30 Members

The Menja't l'Alt Urgell association, which promotes artisanal products from the region, is marking its 10th anniversary after growing from just 10 founding members to 30.

Launched in 2015, the group began as an informal Christmas initiative among a handful of local producers to package and sell gift baskets together. By 2016, it had formalized as an association. Aina Vinyes, owner of L'Oliva d'Oliana cheesemaker—which she started 15 years ago—expressed satisfaction with the expansion. "We're really pleased to have reached 30 members," she said.

Celebrations will engage consumers through prize draws for product baskets, a party in Plaça Patalín, and other events as they emerge. The group has maintained a steady presence at local fixtures like the Fira de Sant Ermengol and has appeared at events in Barcelona.

Vinyes acknowledged early uncertainties, noting the idea stemmed from chance but highlighted the value of local products that consumers might overlook. Members sell through their own shops and dedicated supermarket sections, building visibility despite ups and downs. "Like any association, we've had highs and lows," she said, explaining that initial enthusiasm for activities often wanes amid daily business demands.

A key challenge for the next decade is expanding sales beyond the comarca, where transport costs inflate prices. Vinyes, who ships to Barcelona herself, called for collective solutions like shared deliveries or drop-off points in the city and nearby areas. "It's an idea that's been around for a while, but organizing it isn't easy when everyone focuses on their own businesses," she said. She described this as a priority to leverage the association's brand.

Locally, the group has carved out a niche with a stable customer base that appreciates the quality over cheaper multinational alternatives. Cheese stands out as a flagship product, drawing visitors to the Alt Urgell and spotlighting other offerings. "People sometimes hesitate because artisanal products cost more, but they should consider the work involved," Vinyes noted. "In the end, the quality benefits health, and customers see that."