Field of Dreams: From Farm and Sea to Consumer (28 IESE Food & Beverage)

The 28th IESE Food & Beverage Meeting brought together top executives, experts, and academics at IESE Business School in Barcelona to discuss trends, challenges, and opportunities in the industry. The event reinforced its reputation as a leading forum for thought leadership, promoting open dialogue among stakeholders.

Leaders addressed growth, strategy, innovation, and the future of work. Jordi Llach, CEO of Nestlé Iberia, highlighted the importance of bold, strategic actions and omnipresence in a market where consumers buy anytime, anywhere. Mar Doñate of Bimbo EMEA stressed that transformation requires discomfort and continuous growth to avoid falling behind.

Enrique Domínguez of Deloitte Spain argued that market maturity is about management, not saturation, and stressed the need for stable, long-term agreements for sustainability. He pointed to Europe’s dependencies on the U.S. and China and emphasized the strategic importance of the primary sector. Miquel Lladó, IESE professor and event director, encouraged companies to dream big, look beyond borders, and focus on talent attraction and retention.

Manuel Barberá of CaixaBank noted that stability is an illusion; without action, companies risk decline. José Miguel Herrero from the Ministry of Agriculture called for removing commercial and regulatory barriers to access new markets. Ana Aguilar, Deloitte’s Chief Economist, underscored the need to balance supply chain resilience with openness to global trade and to anticipate geopolitical shifts.

Begoña Pérez Villarreal of EIT Food South warned of a looming generational crisis in agriculture, as most Spanish farmers near retirement. Ignacio Silva of DEOLEO praised the sector’s strength and urged celebration of its successes to attract talent. Isaac Blázquez of Google discussed how AI is now integral to all aspects of life and business, making it essential in strategic planning.

Marta Sempere of Coca-Cola Europacific Partners advocated for learning by doing and understanding the value chain. Gonzalo Iturmendi from Cosentino stressed creativity, risk-taking, and leadership credibility for winning over younger talent. Rosa María Carabel of Grupo Eroski highlighted the need for transparent communication to convey a company’s unique values. Guillermo Blázquez of Bühler Group Spain & Portugal called for humane, authentic, and responsible leadership.

Entrepreneur Paula Babiano, CEO of Balbisiana, reflected on leadership and resilience, sharing that transparency and involving her team in tough moments built collective ownership and trust.

Learn more: https://industrymeetings.iese.edu