Alicante. Jesus Navarro SAbetter known by its trademark, Carmencita, celebrates over 100 years of experience fully involved in its internationalization process. A few years ago, the hundred-year-old spice company from the Alicante city of Novelda hardly paid attention to the foreign market, today its products reach 70 countries on five continents,
It all started with the Spanish-American market, which has a similar cuisine to the Spanish and therefore, where they found their spices best suited. In particular, the first steps were taken in Venezuela, and thanks to a Spaniard. He was a Spanish resident living in Caracas, owned a food distribution company, Food and Wine Mayor of NavarraWho placed the first direct order from a New York firm from abroad.
The people responsible for Carmencita at that time, jesus navarro navarro (President), Jesus Navarro Alberola (CEO) and his cousin francisco escolano (Commercial Director) decided to bet on exports, and was pleasantly surprised that in Venezuela and the rest of the Latin American market, the demand for their products was growing. Mayor de Viveres y Licores remains a customer of the company from Navarra Novelle, but Carmencita’s spices have moved on.
from Venezuela to China
The company has managed to establish its presence on five continents and currently markets its products in more than seventy countries, including: Mexico, Saudi Arabia, Philippines or Singapore, Its paella kit, one of the most sought after inside and outside our borders, can be found on the shelves of food stores China, Since it took its first steps, exports have not stopped growing and today they represent a good part of the business.
As explained by its president, Jesús Navarro Navarro, in the 2020 fiscal year, in the midst of the pandemic, Carmencita overcame the barrier 10 million billing overseas, and this business sector is growing steadily. In the last financial year, in which the company’s sales reached 85 million euros, exports contributed 12% of turnover, The Hispanic American market accounts for the highest percentage of sales due to historical reasons and cultural similarities with our country.
“Carmencita started exporting their products when they realized that there was a growing demand for their spices in Venezuela,” recalls General Director, Jesús Navarro Alberola. However, their latest corporate move in this regard points to the answer. Carmencita has created a subsidiary in the United States, specifically Florida, to handle North American distribution and logistics.
a pike in miami
Carmencita USA Based in Miami, and began operating last summer. juan jose morroneCarmencita’s export director highlights the importance of this partnership, which “allows us to offer our product to North Americans through our own subsidiary, which means operating as a US company with all FDA controls.” selling nationalized products.
The US subsidiary is looking to take advantage of the traction it has shown in this market Paella Kit Company of Alicante, which has also served as a ‘key’ to many other countries. Although many references to carmencita with the Spain seal are exported outside our borders, this kit, which includes everything needed to cook this typical Valencian dish (including rice, oil and paella) at home, is the true star. Lot’s of Spices Designed by the firm’s team of chefs.
(tags to translate) Carmencita