Leaders of the Green Path: Transforming Sustainable Travel through Farming

In the scenic mountains of Gurabo, Finca La Zafra sits proudly as a family-run agroecological farm that has embraced sustainability since its founding in December 2019. More than just a working property, the finca models what it means to integrate eco-friendly practices into farming in Puerto Rico to preserve the land, protect the environment, and enrich the local community. 

Owned by Boricua Jan Díaz and his family, Finca La Zafra focuses on gastronomic events and agricultural planning, offering a unique blend of farming and ecotourism here in Puerto Rico. For Díaz, sustainability is more than just a working farm; it’s an example for businesses looking to transition from traditional practices to more responsible ones. From reducing waste to fostering guest involvement, this farm is committed to supporting the Island's natural resources while also enhancing the culinary experiences you can find in Puerto Rico. 

• The Green Path in Puerto Rico is a commitment to preserving the Island’s culture, natural resources, and traditions. It guides residents and visitors to embrace eco-friendly practices and support local businesses, ensuring the land's protection for future generations. Walking the Green Path means connecting deeply with Puerto Rico, making responsible choices that safeguard its people and the environment, and making a lasting positive change.
• Let Puerto Rico inspire you to make mindful choices wherever you go.

In this Q&A, we chat with Díaz, a Leader of the Green Path, as he shares how sustainability drives not only Finca La Zafra’s farming practices but also the eco-conscious tourism experiences they offer. Read on to learn all about it!

How do you define sustainable travel, and what does it mean for Finca La Zafra?

I believe sustainable travel should be holistic. All parties involved—everyone who contributes to the visitor experience—must be aligned. For me, eco-tourism isn’t just one aspect of our business; it’s about everything we do. We forget that it’s not enough to simply be on a farm or avoid herbicides and pesticides. Our way of working and our ethics should extend from the seeds we buy, and the suppliers we choose for products, for example, disposable or compostable… that carry a message. At the end of the day, when comparing sustainable travel to traditional tourism, the standards should be the same: sustainable. That way, visitors can feel comfortable engaging in any form of tourism—whether it’s labeled "sustainable" or not—and be mindful of the community, the environment, and the land. I don’t believe there should be a distinction between the two types of travel.

What motivated or influenced you to prioritize sustainability at Finca La Zafra and in the experiences you offer?

Honestly, it just makes sense. If we’re going to promote something, it has to align with our values. If we want to grow, we can’t do it at the expense of the planet. We need to be responsible for waste, land use, and how we manage our daily operations while farming here in Puerto Rico. It’s a matter of integrity. At Finca la Zafra, we know what our values are, and it’s always clear that we cannot do business if it harms our environment, our community, or our people. In other words, everything we do is aligned with those values. But, within what we can control, we try to do the best we can. The sustainability aspect started with the farm. Initially, we were focused on running our restaurants (Princesa Cocina y Cultura and Zafra del Caribe), and if a product was “more eco-friendly", we’d choose it, but we also considered the costs and if it was more expensive. However, when we started working on the farm, we saw firsthand the impact of our decisions. We realized that prioritizing cost over environmental responsibility wasn’t the right approach. Now, we have a successful operation, and I think it’s because we carry the message, we also say to our guests, to the people attending our events, and everyone who visits us, “Look, this is how we do things.” People understand it, people respect it.  We didn’t always have this mindset, but we soon realized the importance of sharing this message. We had to learn—and unlearn—many things we carried over from our previous experiences.

What are the main challenges you face when promoting sustainability at Finca La Zafra?

There are a few challenges when doing sustainable farming in Puerto Rico, with costs being the main one. When you make decisions based on sustainability, it can be a shock at first. Another challenge is labor, as much of the work on our farm is manual, which is both costly and hard to find workers for, and another one would be waste. While we try to make our events "zero waste," the reality is we can’t manage everything ourselves. We can compost food waste and some compostable materials, but we can’t manage materials like plastic or glass.

Can you tell us about the community involvement and the impact of your "EcoAgricultores 100x100" program at Finca La Zafra?

The "EcoAgricultores 100x100" program is essentially a kickstarter for people who want to get into agriculture but lack access to land. When it comes to farming in Puerto Rico, land ownership is a major barrier, so we decided to offer people the opportunity to use our land to start their agricultural businesses. There’s a lot of land to manage at Finca La Zafra, and we understand that delegating some of it to people who have the capacity to work it was a responsible decision on our part. For us, it’s a way of giving back to the community, especially to those who have contributed to our process, and empowering people interested in agriculture by showing them that ecofarming can be viable and profitable. In addition to providing access to some of the best soil in Puerto Rico, we offer mentorship, tractors, and advice on marketing and sales. Some participants have already harvested their first crops, like zucchini, and we help them sell their produce, which we also buy for ourselves. We also provide participants with the opportunity to gain farming experience, even if they don’t have any. The program not only benefits the participants but also helps us because we’re getting our land worked by people who are interested in it. It’s a win-win situation, and it’s one of the projects we’re most proud of.

What advice would you give to other leaders or organizations looking to adopt and advance sustainable practices in travel?

I would say don’t be afraid! The initial fear often comes from thinking that higher costs will affect your profits, but when you do things with purpose and heart, others respond to that and understand it. Nowadays, there are more conscious people than ever about sustainability, and they appreciate businesses that align with those values. In fact, many are willing to pay a little extra if they know a company is committed to environmental responsibility. We’re not questioning anyone's method, because you can manage your business as you prefer, but if it’s dedicated to the conservation of the environment, it will succeed because people are identifying with those values. That’s why I say that you can’t be afraid to make the shift—because sometimes they think of the financial challenges, but you’ll have the reward in the end. 

How can visitors enjoy Finca La Zafra and our Island’s natural environment in a more sustainable and respectful way?

We can all enjoy our natural surroundings in Puerto Rico and around the world by respecting local communities, leaving no trash behind, and supporting businesses that prioritize sustainability in their tourism offerings and activities. Whether you're hiking through a nature reserve or visiting a local farm, being mindful of your impact helps preserve the Island's beauty for future generations.

More Eco-Friendly Adventures Await

Beyond the inspiring work Jan Díaz is doing at Finca La Zafra, there are many other ways to engage with ecotourism in Puerto Rico. From coffee plantations in the mountains to coastal conservation projects, farming in Puerto Rico and sustainable travel experiences offer visitors a meaningful way to connect with the land and its people, while supporting responsible tourism.

• Appreciate Puerto Rico’s History Through a Different Lens with Andy Rivera
• Myriam Rivera's Mission to Protect Las Cabachuelas Nature Reserve
• Fernando Seda’s Vision for an Eco-Friendly Bed & Breakfast