On November 15, the Centenary Companies Club IV Gala will honor six centenary companies from Alicante for their endurance, perseverance, and vision. Across their bold journeys, these enterprises have woven narratives of success and resilience that endure and shape the province’s economic history.
The event is organized by the Chamber of Alicante and AEFA, with sponsorship from the Provincial Council of Alicante and Cajamar. Alicante Municipal Council collaborates with KPMG, Padima, Museo Comercial, and INFORMACIÓN newspaper to underscore not only the longevity of the winning companies but also their ability to thrive by adapting to economic conditions while maintaining a steadfast commitment to quality and excellence.
Carmencita, turning a century old, stands as a leading player in the spice industry. It joins this year’s cohort as a century-old company. Carmencita traces its roots to a clear business vision and a drive to grow, including producing its own blends. Jesús Navarro Jover, born in Novelda to a family of six, grew up in a company that made espadrille slippers. He always dreamed of being his own boss. Over time, he donated land to create public schools so that every child could access education. Today, the Jesús Navarro School and Carmen Valero Municipal Kindergarten honor his memory.
An illustration of struggle and solidarity with society and information accompanies this story.
In its early days, the spice trade in Novelda centered on saffron—imported from La Mancha and exported to Asia and Africa. The entrepreneurial spirit emerged from a people with limited natural resources. Jesús sought to do what others did, but with his own twist. His wife and partner, Carmen Valero, the daughter of the town’s blacksmith, brought steadiness and support. She helped launch small paper wallets for Carmencita to sell house to house in nearby towns and Murcia. The business grew, and Carmen’s sisters and several neighbors joined in a family-driven effort that could turn a kilo of saffron into ten thousand paper cups.
Marketing in the 1920s
Francisco Escolano, Luís Navarro, and Jesús Navarro Valero positioned the brand as a market leader. At first, the wallets were plain and white, so Jesús decided there should be a distinctive mark. In 1926 the first daughter Carmencita appeared in a photo with a large bow, used to register the brand and appear on saffron envelopes. When another local business carried a similar emblem, he removed the bow to stand out—an unconscious marketing move that helped Carmencita take shape as it is known today. During the Second Republic, Carmencita began advertising campaigns for saffron bags during film breaks and on billboards.
A later photograph shows Little Carmencita, capturing the campaign’s image in 1926.
Years later, attempts to travel to the Canary Islands by boat contributed to expanding the brand’s reach. The rise in spice consumption and a growing demand spurred the internationalization process. From 1955, machines sped up packaging, and saffron bag production became a major step in meeting demand and opening new markets for other spices. In the 1960s, Carmencita expanded its product range to include jars and boxes.
The next generation—Luis Navarro, Francisco Escolano, and Jesús Navarro Valero—strengthened the founder’s values: tradition with a modern, forward-looking leadership that solidified Carmencita’s market leadership.
In 1985 Carmencita launched Paellero, a flagship spice mix for paella, backed by the company’s first television commercials. A few years later, in 1990, packaging was redesigned and expansion began to exceed 40 countries, coinciding with a management transition within the company.
Innovation and solidarity
Francisco Escolano Navarro, Jesús Navarro Navarro, and Jesús Navarro Alberola, representing the third generation, helped maintain and multiply the founder’s values. Today, Novelda hosts Europe’s most modern new factory, with a strong R&D department focused on product development. Carmencita prioritizes health as a core aspect of nutrition and gastronomy, continuously evolving its products to meet societal needs. This dedication is reflected in recognition from health and food organizations.
The regional distinction for social and commercial merit acknowledges Carmencita’s ongoing commitment to the community. In Alicante, a spirit of solidarity underpins operations, with initiatives such as distributing weekly menus to support disadvantaged residents in the province.
Institutional ties to the University of Alicante began in November 2017, aiming to research, disseminate, and educate in gastronomy and the culinary heritage of the Mediterranean. The president’s focus is to deepen understanding of taste and culinary richness across the region.