This Tuesday, October 18, the Círculo Ecuestre received the visit of Josep Ametller, co-founder and General Director of the Ametller Origen group.

After the welcome from Antonio Delgado, President of the Círculo Ecuestre, the businessman, a benchmark in the trade of fresh and processed products in Catalonia, began a dialogue with Sergi Saborit, Director of The New Barcelona Post.

Within the framework of The change of paradigm in the agri-food sector -name given to the presentation-, the protagonist and the moderator of the event began the colloquium talking about the beginnings of the company. Josep Ametller explained to the attendees that Ametller Origin is a childhood dream:

Ametller is not the result of a strategic plan. We were born to replicate and scale what we experienced every Saturday in the market with our parents

Along the same lines, the speaker confessed that the success of the company has come from following the strategy of "selling products produced with love".

During the course of the event, Saborit wanted to know what the keys to the rapid growth of the company have been. For his part, Ametller commented that, from the beginning, the objective of Ametller Origen has been to offer a good shopping experience to its customers and improve their quality of life. He also commented that, despite operating in a sector full of competitors, Ametller Origen has made a "commitment to common sense", treating its product for what it is, "a living quality product with which to make customers fall in love" .

Another aspect that Sergi Saborit and Josep Ametller detected during the talk as an added value of the company was its employees. The employer stressed the importance of making his workers aware of the purpose of the company, making them get involved in it.

 

Once the company's strategies were assessed, the speakers focused on the future of the company. Josep Ametller recounted the benefits that Agroparc Penedès seeks to bring to society, the greatest milestone that Ametller Origen intends to put into operation in December 2025.

Regarding the short-term growth of the company, Sergi Saborit asked Josep Ametller about the international objectives, to which the director of the food group assured that “leaving Catalonia is not a short or medium-term objective”.

Josep Ametller gave a business and sustainability lesson to those attending the colloquium. His combative and empowered vision in the context of inflation was the icing on the cake.