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Adding value to spanish exports


24 DE mayo DE 2017

Agustín Gregori

Ricardo Migueláñez. @rmiguelanez

The focus of our Who's Who report this month is Agustín Gregori, CEO of Grefusa since 2001, a Spanish company in the snack, potato chip and nut sector.

Grefusa, which is based in Alzira (Valencia), was founded in 1929 by his grandfather, José Gregori Furió, whose two surnames were used to name the company. Grefusa is currently a leader in the industry in Spain, not to mention a leader in Europe.

Agustín, who is the third generation to helm the company, is committed to the sector, as evidenced by his participation in all of its events held in Madrid as well as his role as former president of the sector association. He also attends the various events organized by the Spanish Food and Drink Industry Federation (FIAB) in Madrid, reflecting his level of commitment to business organizations—an aspect which is, for me, vital when it comes to building a sector.

Agustín, who was born in Alzira in 1969, is married and has three children. He got his degree in business with a major in finance from the Higher School of Business Studies in Valencia in 1992. Two years later, in 1994, he obtained an MBA in European Management from Southbank University in London, and in 2002 he earned a Master's in Marketing and Commercial Management from ESIC Business School.

A curious person who's always looking to learn more, he furthered his training with courses from prestigious schools such as EDEM, IESE, ESADE, San Telmo and IMD.

He started at the company in 1994 as the head of sales for Andalusia. Later he held other positions, including regional office manager, head of sales and commercial director, until becoming CEO in 2001.

Led by Agustín, Grefusa has become a leader in the categories where it operates, thanks to the professionalization of the company, the development of innovation and nutrition, quality, and the focus on customers.

Grefusa has also been recognized on several occasions for its efforts to improve its products' nutritional profile, including the NAOS Award for the Best Business Initiative for its "Commitment to Nutrition" in 2012, and the Spanish Food Award—Food Industry in 2014.

Grefusa currently has a loyal following which eats more than 250 million bags each year.

Agustín is also an active participant in the associations to which Grefusa belongs. He's a member of the Multi-Sector Association of Food and Beverage Companies (AME); the Valencian Association of Business Owners (AVE); the Confederation of Business Owners in the Valencia Region (CEV); and the Club of 20 (forum comprised of chairmen and women and owners of the main family-owned companies in Spain's food sector). He's also a director of Calidalia (procurement center comprised of well-known family-owned companies), and from 2013 to 2016, he was chairman of the Spanish Association of Snack Producers (AFAP).

Agustín is also a member of international associations, such as the European Snack Association and the Snack Food Association.

To disconnect, he likes to visit the coast, where he enjoys the sea. He also likes a nice bottle of wine and, in particular, spending time with his family.

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