“We want to be leaders in quality food products. Our goal is to ensure quality every step of the way, from the origin of the product to the moment it reaches the consumer,” declared Tomás Pascual, Chairman of Calidad Pascual, at the most recent session of Matins ESADE, sponsored by Bluecap and organised in collaboration with La Vanguardia.

During his talk, entitled “Calidad Pascual: Vital Quality”, Mr. Pascual reviewed the history of his company, which is celebrating its 50th anniversary this year. Founded in 1969 in Aranda de Duero (Burgos), Calidad Pascual quickly extended its reach throughout Spain and today exports to more than 70 countries. “We want to have a strong international presence in 20 years,” commented Mr. Pascual. “We are working in Southeast Asia and we are starting to plant seeds that will allow us to be in Africa 20 years from now. The middle class is poised to develop in Africa, and we want to be on the ground when the time comes.”

Product diversification

With more than 200 products, six industrial plants, 27 local offices and more than 2,200 employees, Calidad Pascual’s main activity is the preparation, packaging, distribution and sale of Pascual-branded dairy products, Bezoya natural mineral water and Vivesoy vegetable drinks, as well as product lines such as Bifrutas, Mocay Caffè and The Goods. “Milk is still our main business, but we have diversified, so it now accounts for less than 50% of our business,” explained Mr. Pascual. “Our results have evolved,” explained the Chairman of Calidad Pascual. “The 1990s saw a major diversification in terms of the products available. The growth of product lines mirrored that of the economy as a whole. Before the economic crisis, we launched lots of new products onto the market, but it was difficult for us to manage this big growth.”

He added: “We are an extremely commercial company; selling is what we do best. As it happens, hospitality is one of the industries that has grown the most since the crisis.”

Values and quality

During his talk, Mr. Pascual listed the main values of Calidad Pascual: innovation, quality, integrity, approachability and passion. He also recounted the saga of the Pascual family, noting that the second generation – of which he is a member – is currently at the helm and that the third generation “is preparing to join the company”. “We are a health-focused company,” insisted Mr. Pascual. “We are driven by the need to take part in the economic and social development of the world around us.” He also stressed the importance of “being in touch with and valuing the earth” and “doing things that contribute to society and to people”. He concluded: “In 2014, we adapted our corporate identity somewhat to place greater emphasis on quality. We don’t sell milk; we sell quality.”