Calidad Pascual is restructuring its operations, with César Vargas promoted to CEO to lead the “transformation” of the Spanish food and drinks business.
The Madrid-headquartered family-owned company is moving from a centralised model to one where each of its business units will operate independently – a project dubbed Aura.
Dairy, hydration, coffee, international and distribution make up the five decentralised units, each with its own management but under a “common governance framework”, according to a statement.
“This transformation rests on four critical levers: renewed ambition, a tangible value-creation strategy, strengthened leadership, and a high-performance corporate culture,” the statement read.
Calidad Pascual added the new model will “adopt a business ecosystem structure, designed to respond forcefully to a radically more demanding global market”.
Vargas, who is moving up from general manager of the company, said: “The goal is clear and ambitious: to become a more agile, more digital, more sustainable and a more valuable company, and to do it with the best team of professionals.”
Calidad Pascual's portfolio make-up includes its Pascual milk and yogurt brand, Dinamic protein bars and beverages, Bezoya mineral waters, the Café Jurado and Mocay coffee brands, and the Vivesoy line of plant-based drinks.
The company generated a group turnover of €900m ($1.07bn) in 2024 and EBITDA of €65m.
The composition of products and brands within each business segment was not clearly defined, while individual management teams were also not specified.
Calidad Pascual said the dairy division will include the “full integration of industrial and commercial functions to maximise margins and brand value”, while hydration was defined within a goal to “move beyond mineral water towards healthy hydration, seeking growth through efficiency, partnerships and acquisitions”.
For coffee, mainly sold in the horeca channel, Calidad Pascual aims to consolidate its “national leadership and expansion through selective integrations and operational excellence”.
Within international, the company is seeking “scalability in high-potential markets”, and in distribution is looking to strengthen its presence in hospitality, namely hotels.
President Tomás Pascual will “oversee governance, strategic supervision, and aligning the ownership mandate with management”, according to the statement.
Vargas will “lead operational agility, enabling each business to innovate, negotiate, and adjust its portfolio autonomously and quickly”.
Mr Pascual said: “Inspired by the legacy of my father, who was always a nonconformist and a visionary, we are activating this decentralised ecosystem model to recover the agility and courage of our origins.
“César Vargas has our full confidence and collaboration to ensure that the family's purpose and values continue, generating value in the coming decades.”
Calidad Pascual outlined its financial achievements for 2024 last July, including reaching revenue of €900m.
Its international business generated more than €60m in revenue, accounting for 7% of total group revenue and 9% of growth.
The company aims to reach €100m in sales for that division by 2027.
