Covering an area of some 28,000 acres, the Veta la Palma estate is located in the municipality of Puebla del Río (Seville) and occupies nearly half of the southern part of the Isla Mayor area of the Guadalquivir. It also borders the river Guadiamar or Brazo de la Torre and is within the Doñana Nature Reserve. Isla Mayor, as the nerve centre of the marshlands on the Guadalquivir, has seen a long process of transformation over time due to both the natural evolution caused by silting and the effects of human activity. The first attempts to exploit the resources of the Isla date back to the 19th century, but it was not until the third decade of the 20th century that farming really began in the area, thanks to a comprehensive project carried out between 1926 and 1928 by the British company Islas del Río Guadalquivir Limited.

During the 1940s and 50s, the cultivation of rice became the main economic activity on the Isla Mayor del Guadalquivir, with rice fields occupying the northern half of the island (35,000 acres). In the southern part, however, extensive livestock farming in the fields owned by the Veta la Palma estate was the main activity until the end of the 1970s. In 1982, the Empresa Agropecuaria del Guadalquivir, owner of the estate since 1966, was acquired by the Hisparroz, S.A. group, which transformed it into Pesquerías Isla Mayor, S.A. (PIMSA). After a brief introductory period, in 1990 PIMSA was authorised by General Directorate for Fisheries of the Andalusian Regional Government, following the Rector Plan for the Use and Management of the Doñana National Park (PRUG), to introduce fish farming to the area. Initially using 600 hectares of the estate, the project was gradually extended to reach 8,000 acres. These are flooded with high quality waters which provide a habitat to the significant population of fish and crustaceans which are reared on the farm. A further 8,000 acres are currently dedicated to dry crops and 1,000 acres to the cultivation of rice. The remaining 12,000 are maintained to preserve the original biotope of the marshlands. Today, Veta la Palma is a fine example of integrated intervention, whereby the creation of an artificial wetland habitat for fish farming and the interaction of this process with other activities on the estate, have enhanced the environmental quality of the area, whilst generating new economic and conservation values based on principles of sustainability.