Can you tell us about the history of Cabrales and how the company started?
Cabrales is a 100% family-owned Argentine company founded 85 years ago by my grandfather in Mar del Plata. As the eldest of the third generation, I currently serve as the president of the company. Over the years, Cabrales has expanded its reach, and we now have two plants in Mar del Plata, with distribution offices across the country. We also have a regional presence, with operations in Uruguay, Paraguay, and China, and we’re continuously exploring new horizons for growth. Cabrales specializes in the importation of raw coffee, a commodity not produced in Argentina, and we carry out the entire industrial process here, transforming it into a final product. Unlike Argentina’s typical approach of exporting commodities, we focus on adding value to what we import.
Cabrales is the leader in the importation of fine coffees and is known for always staying at the forefront of technology, training, and global coffee trends. We also represent several international brands in Argentina, such as Budweiser, Barilla, and the Colombian Coffee Federation. Our company is deeply integrated into Argentina’s market, serving not only the domestic consumer but also cafes, restaurants, and hotels. We were pioneers in launching espresso-compatible coffee capsules in Argentina and have formed strategic partnerships with companies like La Serenissima, Philips, and Chimbaly to enhance our offerings.
How does Cabrales continue to evolve as a family business, particularly across generations?
In the Cabrales family business, we don't focus too much on generational differences. Instead, we work every day as if it were the first generation, always striving to build and strengthen the brand. As an entrepreneur, I believe in focusing on the long-term vision while remaining grounded and realistic. The primary goal of any entrepreneur is to generate wealth, which is essential for combating poverty and providing decent work opportunities. Wealth generation is a means to create jobs, provide training, and build strong teams.
The journey of an entrepreneur involves taking risks and facing challenges head-on. Over the years, the Cabrales family has weathered many economic cycles in Argentina, and these experiences have helped us build agility and resilience. While Argentina has faced many economic ups and downs, our ability to adapt to these changing conditions has been key to the company’s success. Stability is critical for capitalizing on the opportunities that arise, and our long-term approach ensures that Cabrales remains competitive and adaptable, regardless of the challenges we face.
Can you expand on your philosophy of brand growth and investment in Cabrales?
Building a company and a brand is a continuous, everyday effort. As a family-owned business, our focus is on maintaining profitability to generate wealth and sustain growth. Investment is a crucial part of that, and it’s essential to create a solid financial foundation in family businesses and SMEs. At Cabrales, we prioritize investing in the company, even during the most challenging times, because we understand that economic stability creates opportunities for growth and diversification.
The key to a company’s long-term success is to continually invest in its brand, its people, and its infrastructure. Our family name is both an obligation and a responsibility. It obligates us to maintain the highest standards of professionalism and to ensure that we are constantly evolving. To this end, we’ve professionalized the company by hiring a general manager outside the family, implemented a family protocol, and modified our statutes accordingly. We believe in surrounding ourselves with knowledgeable, skilled people who are experts in their respective fields, ensuring that we can continue to grow and evolve as a business.
What role does investment play in your business, especially during periods of economic instability?
For a family business like Cabrales, investment is a critical component of growth. Regardless of the economic context, whether during inflationary periods or economic downturns, we remain committed to investing in the company. We have always believed that maintaining a focus on growth, innovation, and brand development ensures that the business can withstand challenging economic conditions. This mindset has allowed us to expand even when the broader economy faced instability.
As a family business, we are responsible for generating our own funds, as we are not backed by external investors. This means that we have to be profitable and continually reinvest in the business to ensure its sustainability. During the most difficult times, our family has remained committed to reinvesting in Cabrales, and this dedication has allowed us to navigate even the most turbulent periods. Our ability to weather these economic cycles is a result of our long-term vision and our continuous investment in the company.
What are your thoughts on the future of Cabrales, particularly in terms of global expansion and market opportunities?
Looking ahead, I would love to see Cabrales expand beyond the regional market and into global markets. As an Argentine company, it has traditionally been difficult to expand internationally, but we are now exploring bilateral agreements with different governments and seeking opportunities for collaboration and trade. My goal is to see our coffee and brand recognized on a global scale, just as Italian, Brazilian, or Colombian coffee brands are. We believe that the quality of our product is on par with the best in the world, and we’re committed to making Argentina a recognized name in the coffee industry.
While I don’t have a specific region in mind for expansion, I believe that the United States, with its large coffee market, represents a huge opportunity for Cabrales. We aim to position our coffee as an Argentine brand of distinction, showcasing the quality of our raw materials, traceability, and commitment to excellence. Our coffee is sourced from reputable growers, and we ensure that every product we deliver meets the highest standards of quality. By focusing on product quality and innovation, Cabrales can stand out in international markets.
How does Cabrales ensure the quality of its products and differentiate itself in the competitive coffee market?
At Cabrales, we ensure the quality of our products through meticulous sourcing, certification, and traceability. We work directly with coffee growers, ensuring that the coffee we import is of the highest quality, free from defects. Our focus on specialty coffee allows us to offer a product that stands out in terms of both flavor and consistency. We are always looking to improve our relationships with suppliers and raise our standards to meet the growing demands of the market.
One of the key ways we differentiate ourselves is through education. We were the first company in Argentina to launch a coffee academy and train baristas to perfect their craft. We believe that the expertise of the barista plays a crucial role in delivering the perfect coffee, and we are committed to educating the next generation of coffee professionals. Additionally, our emphasis on certification and quality control ensures that we meet international standards, making Cabrales a trusted brand not just in Argentina, but across the region.
What trends do you foresee in the global coffee industry, and how is Cabrales preparing for them?
The global coffee industry is evolving, and we’re seeing an increasing demand for high-quality, specialty coffee. In Argentina, coffee consumption has been on the rise, especially among younger generations who are becoming more discerning about the coffee they drink. Globally, coffee is increasingly viewed not just as a beverage, but as an experience. The trend towards traceability, sustainability, and health benefits of coffee is growing, and we see this as an opportunity to educate consumers and expand our market.
One significant trend is the growing focus on sustainability and the health benefits of coffee. Studies have shown that coffee is a natural energizing agent and an antioxidant, and this has helped boost its popularity. At Cabrales, we are committed to providing high-quality coffee that meets the expectations of today’s informed consumer. We believe that the demand for specialty coffee will continue to grow, and we are well-positioned to meet this demand by continuing to innovate and focus on the quality of our products.
How do you see the future of coffee consumption in Argentina, and how is Cabrales preparing for this change?
Coffee consumption in Argentina is growing, especially among younger people who are increasingly seeking out specialty coffee options. While Argentina is not yet a major coffee-consuming country compared to places like Finland, where consumption is much higher, we see a clear trend toward increased coffee consumption. This growth presents a huge opportunity for Cabrales, as we are well-positioned to meet the rising demand for high-quality coffee.
As a company, we are preparing for this shift by continuing to focus on product quality and consumer education. We believe that Argentina’s coffee culture is evolving, and we are excited to be part of that change. With the rise of coffee shops and specialty coffee, we see this as an opportunity to further cement Cabrales’ reputation as a leading coffee brand in Argentina and beyond.
