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"Queen desserts: from tradition to international experience"

On Thursday, February 21, 2019, the "Queen Desserts: from tradition to international experience" conference was given by Ms. Sonia López Giménez, General Manager of Reina Meals LLC, USA., In the Faculty's Auditorium of Economics and Business of the University of Murcia.

The Reina Group, which already walks for the fifth generation, leads the Spanish market of elaborated dairy desserts (puddings, custards, etc.) according to data from Alimarket of the year 2017. The Brand Footpring report of 2017 of Kantar Worldpanel, places the brand Queen among the favorites of food for consumers, being present in almost 50% of Spanish households.

These results are the result of the "continuous investment in technology and R & D & i" that is supported by a business decision to reinvest 90% of the profits annually.

This effort is manifested in that 50% of annual sales come from new products launched in recent years.

The consumer is very demanding, demands a quality product, but also an innovative product that adapts to new consumer trends, "says D. Sonia López.

Together with its expansion in the national market, the group has made an important internationalization effort, an effort that presents an important milestone in 2018, the start-up of its own plant in Texas (USA), a decision that was preceded by the entering the American market with the help of a local partner in 2015. This strategy of internationalization in the USA has meant the "continuity of the strategy initiated in 2011 with the creation of Doce Reina in Portugal." The presence in these markets is justified due to "the short expiration date of the product (sending a container from Caravaca to Houston is almost 30 days, the product would almost expire) as well as the need to adapt the product to the culinary tastes and the formats to which it is accustomed the consumer of those countries, "points out Ms. Sonia López.

At the organizational level, the Desire Reina Group generates 600 direct jobs, the commitment to internal promotion is part of the group's philosophy, serving as an example that 90% of the middle managers arise from internal promotion.

Last year's turnover was 140 million euros.

Source: Agencias