Carmencita, the leading company in the spice industry, joined the Centennial Companies Club this year at the gala held yesterday at the Teatro President in Alicante. With this merger, there are now 29 partners who are part of the Centenary Companies of the province of Alicante. Initiative supported by the Chamber of Commerce and the Alicante Province Family Business Association in July 2019, an annual event that showcases the goings-on of various century-old companies. They stand out with their solidity, determination and vision. along his comprehensive and solid careersThese companies have stories success and endurance resisting time and forging their names in history economic history of the state.
IV Gala of Centennial Companies both corporate and commercial representatives attended, and in the case of Carmencita, Jesús Navarro Navarro, Jesús Navarro Alberola and Francisco Escudero Carlos Baño, Nuria Montes and KPMG partner Ángel Paredes took to the stage to receive their award.
was also founded novel 1923Carmencita hasn’t stopped growing by making its own blends. Its origins lie in the tenacity and commercial vision of the Novelda man. Jesus Navarro JoverHe is the farmer child of a family of six siblings. The young man worked in a sneaker factory. Esparto herb, but he always dreamed of working for himself, of being his own boss. Years later, he donated several plots of land on the condition that they would be converted into public schools so that no child would be left uneducated. Today they continue to honor his memory: the Jesús Navarro school and the Carmen Valero municipal kindergarten.
At that time, there was spice trade in his hometown Novelda, especially saffronbrought from La Mancha and later Exported to Asia and Africa. This commercial spirit arose from the needs of a people who lacked natural resources. Jesus’ purpose was to do what others were already doing, but developed and above all, different. His wife and friend Carmen ValeroThe daughter of the same blacksmith who makes the cars and bars for the houses in the town. brought peace, calmness and also hands The one who made the first small paper wallets for Jesus to sell them house to house in the nearest towns and Murcia. The business was growing and he Carmen’s sisters and several neighbors also attendeda full dose of one of these family stews, which can turn one kilo of saffron into ten thousand paper cups.
Marketing of the 20s
Like wallets Originally they were white, without a mark, so Jesus thought they had to be distinguished somehow. it was like that 1926 Name and image of first daughter Carmencita come to light. He took a photo of the girl with a big bow on her head with which photo register the trademark and it looks like this saffron envelopes.
But another business in the area already had a similar emblem. To make himself stand out, he took out the bow in an unconscious marketing stunt. Cordoba hat, He dressed her like an Andalusian and gave her a gift. Manila shawl and carnation. Thus, Carmencita as we know it today was born. During the Second Republic years Carmencita begins advertising developmentThere are advertisements for saffron bags during movie breaks and on billboards.
Years later when Attempts to travel to the Canary Islands by boatJesús reinforces the brand’s existing success by: high spice consumption It unknowingly begins the internationalization process of the brand in traditional island dishes. And gone from 1955 When were they introduced Machines that speed up the packaging process The production of saffron bags represents a major advance in meeting the growing demand and the possibility of opening the market with other spices. Thus, we lead to the fact that he is in charge. sixties, Carmencita’s product range will be expanded and diversified jars and boxes.
Next generation, Luis Navarro, Francisco Escolano and Jesús Navarro ValeroIt strengthened and multiplied the founder’s values: tradition and at the same time, modernity, future vision and leadership spirit. With great efforts, they positioned the brand as: undisputed market leader.
In 1985 Carmencita launched one of its star products: Paellero®spice mix for paella, the launch of which was supported by the company’s first television commercials. A few years later, 1990, the company redesigned its packaging and something important begins Expansion to more than 40 countriesIt coincides with a generational change in the management of the company.
Innovation and solidarity
Currently, Novelda has the most modern new factory in Europe. R&D&i department is strongly prepared for research and development of its products. Among Carmencita’s priorities health as an essential part of nutrition and gastronomy, so the company’s products are constantly evolving, even anticipating the demands and needs of society. As proof of this, from the Spanish Federation of Celiac Societies Face Award 2019.
Moreover, supporting character What has defined the spirit of Carmencita since its founder is reflected in its actions towards society, for example its unity with it. Alicante Gastronomy Solidarity. An initiative that prepares More than 900 weekly menus It will be distributed to the most disadvantaged people in the province.
Carmencita, on the other hand, Institutional heads of the University of Alicante It started its operations in November 2017. The main purpose of the president is to research, dissemination and education in the field of gastronomy and especially those related to the universe of taste and culinary richness contained in the Mediterranean food culture.