I am Ignasi, father of three, mountain lover and consumer goods professional. I have led projects in multinationals, venture capital companies and family businesses. I am well versed in modern organized sales channels, Horeca and specialized channels in both food and home care. I enjoy applying what I have learned in my career to new challenges and building the future together with management teams.
Depending on the definition and complexity of the project, I collaborate with experts in operations, human resources, finance and commercial expansion to bring projects to life with the best talent and excellence possible.
After more than a decade in various commercial development roles in one of the most powerful schools of Fast Moving Consumer Goods in Spain, which was Sara Lee (Cruz Verde Legrain) with brands such as Sanex, Moussel, Ambipur, Kiwi or Bloom; I participated in the sale process of the home care brands and joined in 2012 as a category leader and partner in Spotless Group, a pan-European company backed by BC Partners (venture capital).
At Spotless I was lucky enough to be part of a “dream team” that, with great effort, managed to grow the business in all key European countries through two levers: relevant innovation and excellence at the point of sale.
Henkel bought the company in 2015 and I led the integration by moving to its headquarters in Düsseldorf. In addition, I had the opportunity to lead a category at a global level with a focus on the USA and South Korea. A position with responsibility for the global profit and loss account and a focus on product development with a very powerful cross-functional team.
Upon my return to Spain in 2018, I pivoted towards food and joined Idilia Foods as CEO of the recently acquired Sorribas, a century-old vegetable protein and organic products company.
At Sorribas, I had to undertake a profound transformation because there had been no investment in it for a long time and because the market context called for rapid acceleration.
With excellent support from the Idilia Foods Group Family Council and the management team, we managed to transform a company fully oriented towards the specialist channel and with important areas of improvement in portfolio, commercial, production, quality and systems, into a company with solid foundations to operate in large-scale consumption both nationally and internationally. Obtaining the first “IFS Food 7.0” quality certification for 16 production lines and more than 500 references was tangible proof that the team transformed and achieved a key standard to operate in the market.
Idilia decided to focus on categories closer to its DNA around Cola-Cao and Nocilla and decided to sell Sorribas (finally to a specialist in vegetable protein) and with that I decided to leave the project.
Since then, I have been immersed in several consulting projects both in the world of food for ‘retail’ and ‘foodservice’ (where I have served as General Manager of two projects), home care and other sectors.