The Círculo Ecuestre has launched a new series of talks focused on the analysis and appreciation of family businesses in Catalonia. The opening session featured Daniel Marsol, Director of Corporate Relations for the bonÀrea Group and Chairman of the Board of Directors of CaixaGuissona, who offered a comprehensive overview of the business model of this prominent agri-food company based in Guissona. The meeting was moderated by Helena Torras, investor, independent director, and member of the Círculo Ecuestre, and was also attended by the club's President, Enrique Lacalle.
During the discussion, entitled "Discover the bonÀrea model", Daniel Marsol highlighted the trajectory and pillars that have supported the group's sustained growth, which has grown from a local cooperative to a benchmark in the agri-food sector with a turnover of over €2.6 billion.
One of the most significant announcements of the session was the expansion strategy that the bonÀrea group has launched to consolidate its presence in new markets outside of Catalonia. "Our goal is to bring the bonÀrea model to regions where we still have significant room for growth, such as the Community of Madrid and the Valencian Community, and to areas where we are not yet present, such as the Basque Country", stated Marsol.
To make this possible, the company has made the strategic decision to open a new logistics center in Épila (Zaragoza), which has allowed them to connect with the three key geographic hubs for this new stage of growth. This center has been designed to operate with maximum efficiency and respond to the growing demand in these regions.
A history of innovation and commitment
During his presentation, Marsol also reviewed the history of bonÀrea, highlighting the entrepreneurial spirit of its founder, Jaume Alsina, who promoted the company's creation as a direct response to the rural exodus phenomenon. “In life, one can complain, resign oneself, or be a rebel. Jaume Alsina didn't accept what was there and decided to change it”, Marsol explained, highlighting how the group has been committed from the beginning to generating economic activity in rural areas, especially in the La Segarra region.
This approach has allowed bonÀrea to progressively incorporate all stages of the production chain: feed manufacturing, animal breeding, slaughtering, butchering, processing, and distribution. In 1995, the group took a disruptive step by opening its own stores in Barcelona, in the Sants and Les Corts neighborhoods, directly assuming the marketing of its products.
A unique corporate model
Marsol explained that in 1999, bonÀrea experienced another key moment in its evolution, transforming from a cooperative into a public limited company through a public offering (IPO), which allowed members to acquire shares in the group. Currently, the company has more than 4,200 shareholders, mostly farmers, ranchers, and company employees.