Silvio Elias de Gispert has a long history in the world of distribution, not only because of his national and international career but also because of his family environment.
In 2002, he opted for an ecological supermarket model, when it was almost unknown in the market, and he founded VERITAS , of which he is Executive President today. Since 2007 he is a professor at Retail International ESCI (Higher School of International Commerce).
It should be noted that, in 2010, he received recognition from IESE as one of the most influential young entrepreneurs of the moment; becoming a benchmark as an entrepreneur model
How was your first contact with the ecological world?
In my first international professional experience, I had the opportunity to work in a Dutch supermarket chain and I discovered organic products there. It was more than a discovery, it was a revelation! Since my childhood, my mother has taken great care of the quality of our food in terms of ingredients, variety, origin and, above all, cooking at home. In this sense, I have always been aware of the importance of a healthy diet. Upon my return from the Netherlands, I had the intention of proposing a supermarket that offered healthy organic food. Quite a challenge, 20 years ago.
What has been the story of Veritas to become the leading organic chain?
Starting a business at 28 is not easy, but when your purpose is clear and you have the support of your family, you make your way. The first thing was to set up a supermarket with organic products, at that time not easy to find in the market and with a lot of imported products. The second thing was to explain to consumers what our proposal was, why our products were “different”, what were the benefits for their health and that of the planet. And finally, we have managed to consolidate the model, build a network of fellow travelers and create supply and demand at the same time. For this, the strength of the Veritas brand, the relationship of trust with consumers, has been key and continues to be so.
What do you think are the biggest opportunities facing the organic sector?
We are a specialized and specialized sector in healthy eating. As such, we have always been pioneers in innovation and must maintain this differentiator. In addition, we have to fight to be recognized and a motor for visits as healthy eating centers where the consumer does not have to stop to read labels to discern between healthy and unhealthy products. In Veritas stores, you only find certified organic food. This is an oasis of tranquility and confidence for many. In addition, when buying in our sector, consumers are also opting for a business model that is more sensitive to its environmental and social environment. It is a conscious and responsible purchase.
And what do you think are the biggest challenges?
The challenge of our sector is precisely that we are able to value and that the consumer considers it as a differential that we are something more than a linear with different products. In fact, we are a shelf with 100% different products with a consistent value proposition that goes beyond the shelf, from the relationship with our fellow travelers to our social and environmental impact policy. We are an activist company, an agent of change. We believe that everyone, people, organizations, are part of the solution, that the world can also be changed from the company.
How can consumers be made aware of the importance of betting on the ecological?
We have learned in these 20 years of constant disclosure, betting on sharing and continuing to share information about healthy eating that it is more impressive to talk about the specific case, the product, the story of a person who does not convince through the concept, the model, of philosophy. We know that changing habits is not easy and consciously buying organic responds to an awakening, progressive or abrupt depending on the case. Of course, once you open your eyes, access the information, it is difficult not to look…
How important do you think small and medium-sized companies are in promoting the consumption of organic products?
Small and medium-sized companies play a key role within the ecosystem of change. They are the ones that are freest, most innovative, most authentic. They are not governed so much by the weight of the obligations of economic results but rather by their deepest convictions, which in our case we call purpose.
How have you seen the evolution of your business channel and the industry after COVID?
The covid has changed us as a society and has changed our consumption habits. Obviously, it has accelerated the digital commitment but it has also had an impact on fewer visits to fewer establishments, which goes against the specialized channel. Where we have an advantage is the human need for interaction and the crucial value it has in any emotional relationship with brands.
What is more important than the food that we bring to our homes and therefore, the confidence that I give to the establishment where I buy?
The only thing we have learned is precisely that we do not know how to predict the years to come… I would love to think that, like any crisis, it shakes consciences and that within this process of reflection, consumers give the greatest importance it deserves to a model holistic health. Time will tell…
Organic Food Iberia Read More