In today's competitive business landscape, the race for profits often takes center stage. However, there are some leaders who also prioritize a mission-driven purpose. They use their business to create a positive social impact and recognize that success is not just about making money. In this interview series, we spoke with some of these different leaders and I had the pleasure of interviewing Steve Magami.

Steve Magami is Co-Founder, CEO and Executive Chairman of agrovision, one of the producers leaders and the world's fastest growing, and year-round supplier of superfruits such as blueberries, raspberries, blackberries and cherries. Headquartered in the USA, in just 10 years Agrovision has established growing operations and business partnerships in Peru, USA, Mexico, Morocco, Asia, India and Romania. Vertically integrated, Agrovision applies advanced agricultural technology to bring new premium berry varieties to global markets that offer a superior dining experience with reliably higher quality and consistent supply, an industry first.

Thank you very much for doing this with us! Our readers would love to get to know you a little better. Can you tell us your “Origin Story”? Can you tell us the story of how you grew up?

As a California native, I grew up near the citrus groves of Orange County and in a very health-conscious family, where at a young age I first learned healthy eating habits, which I continue to practice to this day. After graduating from the University of California, Santa Barbara with a bachelor's degree in Biology, I began my career in finance and worked as a principal at Lovell Minnick Partners, the private equity arm of Putnam Lovell Jefferies, where I was responsible for $1 billion in partnerships. of private capital.

As a private equity investor, I realized I was more of a business builder than a financial engineer. I have always liked taking on new challenges and taking the leap as an entrepreneur really attracted me. This really came to light when I visited Peru for the first time as a biotech investor and began to understand the country's many natural advantages for an agricultural products supplier: land, labor, water and climate.

Can you share the most interesting story that happened to you since you started leading your company or organization? We often learn the most from our mistakes. Can you share one that you created that turned out to be one of the most valuable lessons you ever learned?

Perhaps the most interesting story is the genesis of Agrovision.

When I first arrived in Peru, the plan was to build a biofuels company, based on sugar cane, in the coastal region. Land was purchased, but in 2008 the global capital market collapsed. We were forced to wait until 2013, when capital became available again. At that time, ethanol was no longer viable, so a pivot was necessary. Quickly realizing Peru's potential for agriculture (thanks to the Olmos irrigation project, an incredible effort that transformed Peru's dry desert region into 1.7400 miles of viable agricultural land) and with an understanding of the potential of technology and genetics , it was decided to grow fruits, avocados and asparagus and limes instead; and Agrovisión was born. Today, Agrovision has invested more than $300 million to transform thousands of hectares of dry Peruvian desert coastal lands into lush, green agricultural fields, transforming both the land and lives along the way.

I share this story to show that anything is possible once you set your mind to achieving a goal. One of the challenges we faced in our new agricultural company was that none of the founders of Agrovision are Peruvian, speak Spanish, have agricultural experience, or experience launching a company in a foreign country with complicated politics. However, we saw an opportunity and decided to take advantage of it. Some called us crazy, but fear of failure has never been a concern. Once the objectives are established, we move forward with determination.

Ten years later, Agrovision is one of the world's leading and fastest-growing superfruit producers and a year-round supplier of superfruits with nearly $300 million in sales. By embracing innovation fused with purpose and commitment, we are fulfilling our vision of delivering a better berry to consumers around the world.

As a successful leader, it is clear that you uphold strong core values. I'm curious to know what are the most important principles that you strongly defend and refuse to compromise? Can you share some of them and explain why they are so important to you in your work and life?

I firmly believe that the future of agriculture must coexist with social responsibility and environmental preservation, as well as the collaboration of indigenous peoples.

From day one, Agrovision has remained fully committed to the development of a modern agribusiness, which goes far beyond mere profitability. We are committed to improving the communities in which we operate (Peru, Mexico and Morocco) by providing economic stability and advocating for social responsibility, including care for the environment and women's rights, along the way.

In just 10 years, we have transformed nearly 3.000 hectares of bare Peruvian desert land into productive, fertile agricultural land and in the process created thousands of jobs and thriving communities where none existed before. Much of our Peruvian workforce, up to 15.000 field workers during peak harvest, come from remote and impoverished areas across the country. Agrovision offers these workers ample opportunities for stable employment, not only working in the fields and operating machinery, but also in the service sector: transportation, retail, medical services, technical services, IT, engineering and more. Agriculture in South America is creating an economy that would not otherwise exist. Our team in Peru earns an attractive monthly salary that improves quality of life and builds communities.

More than half of the Peruvian workforce are women, which provides financial independence, promotes social stability and strengthens self-esteem: for many of the women, it is the first time they have opened a bank account, a great source of pride for many .

Additionally, Agrovision offers no-cost relief programs, including medical services, energy and internet services, food, and more; and ensures social certifications that support human and labor rights. Our journey encapsulates a vision in which sustainable agribusiness is seamlessly intertwined with ecological preservation, social empowerment, and improved global health. Agrovision sponsors soccer leagues, provides much-needed school supplies and medical equipment, supplies water to communities where there is none and helps families with abused and abused women and much more.

Our sustainability efforts are second to none. Agrovision's focus is on harmonizing agriculture with nature, and is exemplified in initiatives such as the “Sembrando Futuro” Program. Through this company, Agrovision protects the unique biosphere ecosystem in Morrope, Peru, preserving some 2000 hectares of dry forests and preserving native flora and fauna. The project earned its place among the 50 most impactful projects in Latin America, a truly pivotal moment for a 10-year-old company. The company is proud to be aligned with 11 of the 17 United Nations Sustainable Development Goals; and have obtained the most prestigious certifications. It is a testament to how the growth of a company can be intertwined with creating a better world for future generations and we are proud that our sustainability efforts have been recognized with countless awards in Europe, South America and Peru.

What inspired you to start a business with a purpose instead of a traditional for-profit company? Can you share a personal story or experience that led you to prioritize social impact in your business?

As a frequent visitor to Peru, I immediately recognized that if we want to be successful in the long term, it is not enough to just be a major employer, but it is imperative to generate goodwill and be responsible citizens.

From the beginning, Agrovision was designed to be a generational company. Working from that perspective means we put long-term value and performance over short-term profitability. As such, we recognize that we are committed to understanding the basic unmet needs of the communities in which we operate. We felt we could do more than anticipated and we committed to the task.

Consider this. I recently learned of a survey by the Institute of Peruvian Studies, which stated that 60% of people between 18 and 24 years old and 51% of people between 25 and 39 years old have plans to leave Peru to seek a future in abroad. This really worries me. The country of Peru is full of opportunities; and it is the next generation that is needed to act as agents of change. By providing employment, along with the necessary professional and language skills, Agrovision is helping to foster generational change. We are now replicating the model developed in Peru in our operations in Mexico and Morocco.

Can you share with us a pivotal moment when you realized that leading your purpose-driven business was actually making a significant impact? Can you share a specific example or story that has deeply impacted you personally?

Climate change is a fundamental new reality and as an agricultural business, we must be prepared to address the impact of climate change on the global food supply. Amid interactions with customers and industry leaders, Agrovision faces the challenge of climate change head-on. As an example, this year blueberry production in Peru was negatively affected due to the effects of El Niño. Thanks to Agrovision's new climate-resistant varieties and diversified planting approach, the impact on our blueberry production was minimized; and we have been able to maintain our production momentum.

The journey ahead encapsulates a vision in which sustainable agribusiness is seamlessly intertwined with ecological preservation, social empowerment, and improved global health. Agrovision's success in just 10 years is a testament to how the growth of a company can be intertwined with creating a better world for future generations.

What advice would you give to budding entrepreneurs who want to start a business with a purpose? What are your “5 Things You Need to Create a Highly Successful Purpose-Driven Business”?

1 . The purpose must go hand in hand with a feasible business opportunity that can be successful on a significant scale. Scale allows for impact.

2 . Look for where your passion can meet your purpose and business opportunity.

3 . Set a clear purpose that can be achieved in different increments as you become more and more successful. Don't settle: it's all or nothing.

4 . Share and celebrate achievements. We constantly communicate with our external and internal stakeholders, sharing our team's achievements and honors in sustainability, worker well-being, food safety and more.

5 . Be obsessive. Cynicism is the enemy. We see growth and opportunity with every marginal gain, as well as with the “big” gains. Our goal is to prove doubters wrong and remain focused on results.