Carmencita, one of the leading companies in the spice industry, joined the Centenary Companies Club at the gala held yesterday at Teatro President in Alicante this year. Now with this organization There are 29 partners who are part of Centenary Companies An initiative supported by the Chamber of Commerce of the province of Alicante and the Association of Family Businesses of the province of Alicante in July 2019, which annually recognizes the course of various century-old companies. These stand out with their features robustness, stability And opinion. Throughout their extensive and robust trajectories, these companies have woven success stories and Durability They have withstood time and engraved their names in the economic history of the state.
IV of the Centenary Companies. Its premiere was attended by both corporate and commercial representatives, and in the case of Carmencita, Jesus 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.
Founded in Novelda in 1923, Carmencita hasn’t stopped growing by making its own blends. Its origins are found in: resolution And opinion advert Jesús Navarro from Novelda, the farmer son of a family of six siblings, from Jover.
The young man worked in an Esparto slipper factory, but he always dreamed of working for himself and 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 saffronIt was brought through the canal and 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 improved and, above all, different. His wife and friend, Carmen Valero, the daughter of the same blacksmith who made the cars and bars for the houses in the town, provided the peace and quiet, as well as the hands that made the first little paper wallets so that Jesus could later sell them houses. buying a house in the nearest towns and in Murcia. The business was growing And he was joined by Carmen’s sisters and several neighbors who could turn a kilo of saffron into ten thousand paper containers; which was the equivalent of a full dose from one of the family meals.
Since the little sacs were originally white and scarless, Jesus thought they must be distinguished in some way. This is how the name and image of his first daughter, Carmencita, appeared in 1926. He took a photo of the girl with a big bow on her head; This was the trademark registered and visible in the photo. saffron envelopes.
But another business in the area already had a similar emblem. In an unconscious marketing stunt to make himself stand out, he took off the bow, put a Cordovan hat on his head, dressed him as an Andalusian, and gave him a Manila shawl and a carnation. Thus, Carmencita as we know it today was born. Carmencita began its advertising development during the Second Republic years, with advertisements for saffron sachets during cinema breaks and on billboards.
Years later, Jesús ventures to the Canary Islands by boat, adding to the brand’s current success thanks to the excessive consumption of spices in traditional island dishes, and unknowingly initiating the internationalization of the brand. And the introduction of machines to speed up the packaging process of saffron bags from 1955 onwards represented a major advance in meeting ever-increasing demand and the possibility of opening the market with other spices. Thus, heading towards the beginning of the sixties, the Carmencita series was expanded and diversified with jars and boxes.
The new generation, consisting of Luis Navarro, Francisco Escolano and Jesús Navarro Valero, strengthened and multiplied the values of the founder: tradition and at the same time, modernity, future vision and leadership spirit. With great efforts, they positioned the brand as the undisputed market leader.
In 1985, Carmencita launched one of its star products: the launch of El Paellero®, a spice mix for Paella, supported by the first television commercials made by the company. A few years later, in 1990, the company redesigns its packaging and begins a significant expansion into more than 40 countries, In parallel with the generational change in the company’s management.
Innovation and solidarity
They currently have With Europe’s most modern new factory in Novelda and one R&D&i department It is strongly prepared for the research and development of its products. Carmencita’s priorities include health as an important part of food and gastronomy; Therefore, the company’s products are constantly evolving by anticipating the demands and needs of society. As proof of this, they received the Face 2019 Award from the Spanish Federation of Celiac Associations.
Moreover, supporting character This defines the spirit of Carmencita, as its founder is reflected in his actions towards society, for example in his association with Alicante Gastronómica Solidaria. An initiative that prepares more than 900 menus weekly to be distributed to the most disadvantaged people in the province.
On the other hand, Carmencita is among the institutional heads of the University of Alicante and started its activities in November 2017. The main purpose of the president is to develop educational activities. investigation, disclosure 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.