Rafael Fuertes, Director General
ElPozo Alimentacion

Gama spoke to Rafael Fuertes, Director General at ElPozo Alimentacion.

 

 

You have stated that the company of today will be unrecognizable in a few years. What will drive this radical evolution?

Our medium-term strategy is built on three pillars: innovation, brand and competitiveness. This means being efficient, offering consumers exactly what they need, and anticipating the market with useful new proposals. Innovation will allow us to respond to market demands in an environment defined by permanent shifts in consumption habits. I am not only referring to product innovation but also to process innovation, with significant investments aimed at improving operational efficiency and accelerating the speed at which new launches reach the market.

 

How does the alliance with the Spanish National Football Team serve your global growth?

ElPozo is a brand deeply linked to sports. Through this alliance, we want to project our sporting values and add our passion as ambassadors for “Marca Espana” (“Brand Spain”). Furthermore, this agreement reinforces our commitment to national sports and the principles they represent. It allows our brand – which is already the most present in Spanish households – to connect with millions of fans through one of the country’s greatest sporting icons: La Roja.