The Esade Alumni Marketing Club is pleased to invite you to an upcoming session entitled “Think Global, Buy Local: Why Do Consumers Prefer Local Brands?”, where we will discuss the boom in local brands and the reasons why consumers increasingly distrust global brands and prefer local culture and brands in their everyday lives.
Local brands have differential attributes that make them unique and more attractive to end consumers. These brands convey values such as proximity, brand purpose, craftsmanship and quality in the production process. And above all, they tell us their stories.
This session will begin with a panel discussion featuring CEOs and experts who, drawing on their personal experiences, will reflect on the keys to the success of their companies and brands.
In the second part of the session, participants will take part in a workshop where they can share their concerns, raise questions and network with other attendees.
Welcome, introductory remarks and panel moderation:
Marta Vernet (Lic&MBA ‘92), Director of Marketing at Idilia Foods and member of the Executive Board of the Esade Alumni Marketing Club
Teresa Vallès (Lic&MBA ‘92), CEO of Pastoret Oriol Renart (EDIK ‘99), CEO of the Barcelona Beer Company José Cano, co-founder and CEO of Chef Sam Edurne Uranga, Consumer Insight Director (At-home & OOH) at Kantar Worldpanel
Closing remarks: Evarist Juncosa (MBA ‘99), International Account Director at Bacardi and member of the Executive Board of the Esade Alumni Marketing Club
Teresa has been a managing partner at Pastoret since she and her husband, Xavier Pont, founded the company in 1995. Twenty-five years later, Pastoret is a leading Spanish producer of artisanal dairy products. Her current functions are financial management and management control.
Thanks to its innovative range of products, Pastoret has brought gourmet pleasure to the dairy world, becoming the industry’s fastest-growing company and establishing a presence in Europe and Asia.
Oriol holds a Master in Marketing Management from ESADE.
After 14 years at the helm of a social innovation consulting firm, he decided to make a major life change and pursue his dream of founding a craft beer company. Six years ago, he founded the Barcelona Beer Company, which produces high-quality beers inspired by the city of Barcelona, including Barcelona Beer, Cerdos Voladores, Big Bear, Bella Lola, La Niña Barbuda, Miss Hops, Piquenbauer and Santa Rita.
The Barcelona Beer Company currently exports to 24 countries and is the third-largest player in the craft beer sector.
Oriol is the author of the book Good Business! La deliciosa historia de la compañía general del desayuno. La responsabilidad social no es bondad, es inteligencia.
With more than 25 years of international experience in the consumer-goods industry, José has developed his career at L’Oréal, Puig and especially Danone, where he has worked as Director of Commercial Development at the Paris headquarters, Sales Director of Danone Spain and General Manager of Bonafont, Danone’s Mexican water business.
In 2016, he founded Chef Sam with the aim of helping healthy and sustainable food brands to expand internationally by applying an innovative and disruptive business model that eschews traditional formulas.
With more than 35 employees and a presence in seven countries on three continents, Chef Sam is one of the most dynamic start-ups in today’s constantly expanding market.
Edurne has more than 17 years of experience in market research, particularly behavioural analysis in the fast-moving consumer goods (FMCG) market from the perspectives of both retailers and consumers. She currently works as Consumer Insight Director at Kantar Worldpanel, where she facilitates a deep understanding of consumer behaviour (360o evaluation) both inside and outside of the home.