Overview of Carmencita and its parent company
Jesús Navarro, the food company based in Novelda and the parent to Carmencita, closed 2023 with a turnover of 96 million euros, up 10% from the previous year. As a result, net income rose by 84% compared with 2022, reaching 3.4 million euros. The company emphasizes that these figures solidify Carmencita’s position as a leading player in Spain for the manufacturing and distribution of spices and seasonings. Investments totaling 4.4 million euros were directed mainly toward production-line enhancements and the completion of a new factory planned to be operational in 2025.
In terms of distribution channels, retail accounts for 90% of sales. Carmencita is present in nearly all Spanish distribution chains, supplying about 60% of spices and 50% of sweeteners sold through this channel, helped in part by a strategic alliance with Mercadona. Carmencita is also a member of Spain’s Forum of Renowned Brands.
One of the company’s recent strategic objectives has been to accelerate growth in the hotel, restaurant, and catering sector. To support this, a collaboration with the University of Alicante established the Carmencita Chair of Gastronomic Flavor Studies, a center for reflection, debate, and research in gastronomy and culinary arts. The company also collaborates with leading culinary schools across the country, including Basque Culinary Center (which Carmencita sponsors), Mom, and Gasma, with the aim of engaging chefs who will lead the country’s gastronomic scene in the future.
In 2023, Jesús Navarro expanded into a new market niche with Mano de Santo, a multivitamin soft drink positioned as a healthy energy option. Described as sugar-free and caffeine-free, it is marketed to replenish energy after sports and even after social events.
Global presence and North American momentum
Internationally, Carmencita operates in more than 70 countries, representing about 28% of the company’s sales. A Florida subsidiary was established to strengthen the brand’s footprint in the North American market.
2023 marked the company’s centennial, celebrated as a tribute to the hundreds of families that have contributed to Carmencita over the years. The brand has received several recognitions, including the Merito Empresarial y Social award from the Generalitat Valenciana for October 9, Valencia Plaza’s Career Award, recognition from Alicante Gastronómica for 100 years, the Agriculture Award for Internationalization from Diario Información, and the Gastronomy Company Award from the Valencian Community Gastronomy Academy.
The Carmencita workforce stabilized at 422 employees, with nearly all contracts being permanent, and the company continuing its 2010 equality plan into its fourth phase.
Investments in 2023 totaled 4.4 million euros, aimed at improving efficiency in the assembly line and, to a large extent, completing the new 27,000-square-meter factory. The facility carries an estimated investment of around 20 million euros and is expected to be fully operational in 2025, featuring some of Europe’s most modern production capacities.
In its continued commitment to innovation, Carmencita launched the 1,923 Gourmet Spice Mixes collection, inspired by diverse countries and presented in new formats designed by Manuel Estrada. The line also includes a handcrafted grinder created in collaboration with the Galician ceramic studio Sargadelos. In 2024, the Carmencita grinder range was redesigned and expanded, and new shaker fries and coffee spice lines were introduced.
In social commitments, Carmencita has continued its support for Alicante Gastronómica Solidaria, providing food and supplies to those in need, including donation of delivery vehicles, volunteer staff, and spices for meal preparation. The company also formed an alliance with Asindown to support centers in Mare que Va and Active Aging.