By: Nito Anello, Co-Founder zafran – Co-Founder EmprendING
Today I write with the excuse of the Day of Environmental Awareness. My first thought was to say that one day is not enough, that these dates are usually superficial, that much more is needed… But I stopped myself. And I chose to explore the opposite.
What if a single day could serve to take a pause, even if brief, and rethink the next step?
Perhaps we don’t need a great revelation or a perfect change.
Sometimes, what truly transforms is the simplest.
How we look. What we choose to do.
Small gestures that expand awareness:
stopping, asking ourselves where our food comes from,
choosing a pause, listening to the body or the wind.
At Zafrán, we live with the certainty that imperfection is not a mistake: it is part of the journey.
Honesty lies in lovingly recognizing where we are, where we want to go, what we can do… and what we can’t yet.
Ronald Sistek, a friend who inspires us, puts it clearly:
everything is context-dependent. The important thing is to understand the starting point.
From there, we can walk towards a “possible adjacent”.
That place that is not ideal, but a step closer to the purpose.
One step, just one, but with direction. And then, trust appears.
Zafrán was born with the intention of caring for the world through nutritious food, generating inclusive work, and regenerating the land.
But we also understand that transforming the world involves transforming how we perceive it… and how we act upon it.
Because perception transforms action. And action, the context. And the context, once again, our perception.
That’s why perspective is so important.
Do we look from separation… or from Interbeing?
Living in a cultural paradigm shift is not easy.
It happens idea by idea, step by step.
Letting go of certainties, opening up to what we don’t know, participating without the need to control.
Walking without rigidity, without hurry, without demanding perfection.
At peace with who we are, clear about who we want to be.
A real example of this transition are the packs of our bars.
They are made of plastic. Although recyclable, we know the damage they cause. It hurts us.
At the same time, they protect a nutritious, accessible food.
And in their design, there is an attempt to express another way of looking, icons and lines that invite us to feel part of it, not separated.
It’s not just a design. It’s a practice. Feeling-thinking ourselves in interdependence.
A way to continue disassembling fragments.
To inhabit a more alive, more relational perception.
Because seeing the world as a machine has brought us here: an unprecedented environmental and social crisis.
And it allowed food to become an industry: products that last longer on the shelf than in the body.
Miles of travel. Chemicals. Margin over nutrition. Profitability over care.
Environmental awareness is not a trend. It is a transition. It is grief and joy.
Grief for what falls. Joy for what emerges: the memory that we are part of it.
It’s not about going back or romanticizing the past.
It’s about moving towards another synthesis.
A culture that remembers that life is relationship, that the earth is our mother, that well-being is not measured in consumption, but in relationships.
In this transition, food and nature can be great teachers: close, concrete, alive.
What if a day of pause could transform many others?
