Case Castillo De Canena

Company culture: excellence, innovation,

1. What were the main reasons that explain Rosa’s and Francisco’s decision to leave their positions in multinational companies and found their own company? Do Rosa and Francisco make a good founding team?

At 40 Rosa felt to have the need to become an entrepreneur, because she had the passion and took the opportunity to link her marketing expertise in creating a special and competitive product with the family business of olive oil. Be more with her family and home.

Francisco was bored after 19 years in the same sector and nice to be in the family business and a boss of himself.

2. Evaluate the process followed by Rosa and Francisco to change their career.

At the beginning they did not know much about the product. Rosa started to listen people going around for 7 months, to make an analysis of the market.

Rosa presented her strategy to the family board: goal was to create a super-premium olive oil.

Crystal clear conversation between the brothers. They found a guru in Cordoba to build the process for the super-premium oil. They stopped the launch of the product in the first fair because was not good. Therefore, they started researching and with the second harvest they won an award in France. They established some success criteria for the following 3 years: financial accounts, media, positioning.

Francisco moved to Jaen to stay close to the team.

3. What were the desired and the real outcomes of their career change? How can the skills, relationships and previous experiences of Rosa and Francisco be transferred to their new roles as founders?

Rosa wanted to be more with her family and home. Independence in organizing her work.

Rosa worked