More than 100 executives and professionals from Catalan small and medium-sized enterprises (SMEs) gathered in Lleida on 29 April for the first MOD Forum. The event, organised by MOD, aimed to create a practical space to discuss business digitalisation from a realistic, business-focused perspective.
The forum, held in the Segrià capital, brought together companies, institutions, and experts in technology, innovation, and digital transformation. It featured practical case studies, real-world experiences, and strategic debates, with the goal of becoming a key event for Catalan businesses, especially those in traditional sectors facing new challenges in competitiveness, efficiency, and growth.
MOD, or Makers of Digital, is a firm specialising in digitalisation and part of the Vall Companys business group. Since its creation in 2018, the team has completed over 250 projects related to technology, data, automation, artificial intelligence, and digital strategy.
With this first edition, MOD aims to connect innovation with the region's business reality, focusing on how technology can deliver tangible results and direct business impact. The event began with a welcome from the MOD team, who stressed the need for platforms where companies can share knowledge, experiences, and future visions.
Innovation and Business Vision
Josep Casas, CEO of Europistachios and founder of Real Ventures, delivered the opening conference. He offered an inspiring view on innovation applied to business and the region's potential as a growth engine.
Casas highlighted the need to transform traditional sectors, such as agriculture, through technology to maintain competitiveness. He also addressed challenges like the lack of generational succession. He presented practical examples of applied innovation, from using sensors and data to optimise production to new financing models like crowdfunding.
Real-World Digitalisation Cases
A central part of the day was the participation of the Vall Companys Group, which shared its digital transformation journey through Jordi Montaña, the firm's communications director.
Montaña discussed the challenges of digitalising an organisation with over 15,000 employees, focusing on system integration, data connection, and the need to improve visibility and decision-making. Initiatives related to employer branding and gamification were also presented, alongside AgroLabIA, an artificial intelligence project applied to the business.
Technology as a tool for efficiency and competitiveness was also a key topic in a debate featuring Vanessa Riu Coll, director of ILERSAP, and Manel Querol, head of Data at IFR Group. They analysed how data and digitalisation are changing business processes.
Maurici Alkain, Managing Partner at Manglar, offered insights into SME growth and M&A operations. Alkain noted that only 9% of Spanish SMEs currently have a strong level of digitalisation. He advocated for 'digital arbitrage' as a strategic lever for growth.
A significant conversation took place between two generations of Vinya els Vilars owners. They discussed the need for agreements and the importance of both business strength and a future vision, incorporating digitalisation and marketing, while acknowledging that without a strong business foundation, little can be achieved.
Digitalisation Transforms Brands and Communities
The forum also looked at the impact of digitalisation on brand building and community relations. A panel with representatives from La Mitja Marató de Lleida and Força Lleida showed how technology can improve user experience and create new public connections.
For Força Lleida, the club's digital transformation was highlighted, including ticketing platforms, proprietary applications, and data management systems. These have helped triple attendance and strengthen relationships with sponsors and members. La Mitja Marató de Lleida shared how technology has become a key tool for optimising participant experience and event management.
Innovation in Traditional Sectors
Another panel brought together representatives from Borges, Torrons Fèlix, URD Group, and Nealia to discuss digital transformation within companies with strong industrial and traditional roots.
Speakers emphasised the importance of building a business culture oriented towards data and decision-making. Borges discussed its technological structure for marketing products in over 100 countries. Nealia and URD Group stressed the need to understand the operational reality of a business to create truly useful solutions.
Institutions and Digital Transformation
The event also included an institutional panel with participants from the Lleida Chamber of Commerce, i2CAT, PIMEC Lleida, and CIDAFcat. They all agreed on the need to support companies in their transformation processes.
Participants argued that digitalisation is not just a technological issue, but also a strategic one. They highlighted the importance of defining clear objectives before making any investment.
Pilar Bosch, Councillor for Culture, City Promotion, and Consumer Affairs at the Paeria de Lleida, closed the event. She stressed the value of creating spaces that connect businesses, talent, and institutions.
Beyond the presentations, the MOD Forum also dedicated significant time to networking, helping new connections and collaboration opportunities between businesses and professionals. Attendees gave positive feedback on this first edition of the MOD Forum, which aims to become a key event for driving business digitalisation with real business impact.
