Martínez Dairy Products: "There is a significant cheese culture in Europe"

Interview with Jesús Martínez, from Lácteos Martínez

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Lácteos Martínez exudes tradition from every pore. Since its founding in 1961, this family business from Haro, La Rioja, has been built on four fundamental pillars, which are meticulously followed by its more than 50 employees: high-quality raw materials (100% natural, such as rinds soaked in olive oil, cotton cloth, and the cultivation of native, not artificial, molds); artisanal production, faithful to the principles established in the original cheese factory, while also embracing new technologies; respect for the environment; and customer satisfaction. Jesús Martínez, a founding partner, sums it up in one sentence: "The best laboratory is our stomach and that of our customers." What more could one ask for?
In which countries are they present?

Lácteos Martínez SL, through its "Los Cameros" brand of cured and semi-cured cheese, has a strong presence in major European markets. Currently, we actively market "Los Cameros" in Belgium, Germany, the UK, Sweden, Poland, and Hungary, and the introduction process in France, Austria, Portugal, Italy, and the UK is progressing well. The acceptance of "Los Cameros" cheese in mature and saturated markets, where consumers have a wide variety of products to choose from, is a result of the quality they perceive in our cheeses. We are also in the process of obtaining certification for our products in South American countries and are maintaining commercial relationships with importers on the East Coast of the USA, a market where "Los Cameros" aims to be available to consumers during 2008.
When did they decide to start their international activity?

For years we have had international clients, but in 2005 we joined an export consortium, along with four other companies from La Rioja, which helped us improve and professionalize our export operations. The growing number of prestigious international awards bestowed upon our Red Label Cured Cheese and our Cured Sheep's Cheese has greatly facilitated the export process and our goal of making the "Los Cameros" brand a benchmark of quality in all the markets we currently export to and those we aspire to expand into.
Why did they make that decision?

Our interest in new markets and the expansion of our sales network led us to embark on this new challenge. The interest of various companies in marketing our cheeses abroad, generated through recommendations from other businesses and contacts made at trade shows and fairs such as SIAL, Anuga, and Alimentaria, helped us boost our international trade. This situation prompted the company to set the goal of meeting this demand and to maintain the same brand image associated with quality that Spanish consumers associate with our products in foreign markets. Currently, advances in technology, communication, and logistics have allowed producers of perishable goods to reach markets that once seemed very distant. All of this, combined with a mature domestic market, the appreciation of Spanish cheeses in other countries and cultures, and the unique characteristics of our product, led us to seek out new markets.
What is your company's current capacity in the international environment?

Our product, a benchmark of quality, is geared towards a discerning consumer, which is why our cheeses are targeted at a specialized distribution channel. The introduction of "Los Cameros" cheese into these channels, and the selection of the right channels, must align with our company's objectives and, therefore, contribute to the desired brand image for our products. Given that our range of products destined for export is limited to various types of aged and semi-aged cheese, our export share currently represents between 5 and 10% of our sales volume, with an upward trend.
What are their strongest products?

Our "Los Cameros" natural rind line is highly valued in exports: semi-cured, mixed cured, and cured sheep's milk cheeses. They contain no additives or plastic paints, giving them a distinctive aroma and flavor that has earned us prestigious national and international awards. Four years ago, our master cheesemaker, in collaboration with the University and Government of La Rioja, revived the traditional recipe for "Camerano" goat cheese, a semi-cured goat cheese in a 700-gram format, which was traditionally made in La Rioja.
What have been the biggest difficulties you have encountered in your internationalization processes?

For us, the biggest challenges are all the bureaucratic procedures that must be carried out in non-EU countries to be able to export. Our product comes from milk, therefore of animal origin, and this makes health controls, certifications, etc., very delicate, even though the "Los Cameros" Cheese Factory meets all the required national and European health standards. Logistics is a fundamental pillar for us; both sea and land transport must be handled carefully to ensure the cold chain is never broken. Dry storage areas with adequate ventilation and the shortest possible transit times are the best way to keep the cheese in optimal condition for consumption.
Who is part of the international team?

The International Department is comprised of Sonia Martínez, Commercial Director, a graduate in Agricultural Engineering who, as the daughter of Jesús Martínez, founder of La Quesería Lácteos Martínez SL, possesses extensive knowledge of both the production of "Los Cameros" cheese and our company's distribution network in Spain and abroad. She was responsible for establishing initial contacts and managing accounts for each of our international clients. Virginia Ábalos, Export Administrator, holds a teaching degree and has completed advanced training in Administration and Computerized Accounting. She handles and assists with orders from both international and domestic clients. Jos Antonio Espinosa, Head of International Logistics, has 21 years of experience at Lácteos Martínez and ensures the secure delivery and receipt of international orders. Jairo Tilve, Export Director, holds a degree in Tourism and has completed advanced training in Marketing and International Trade. He speaks English, French, and German. Before joining Lácteos Martínez, I worked for the Government of La Rioja at the Spanish Trade Office in Düsseldorf.
What is the biggest advantage that internationalization brings you?

The European trend towards consuming exclusive, high-quality, natural and artisanal products means our cheeses are appreciated in various international markets. In some, we are a novelty that satisfies the growing demand for these artisanal products. Spain is not a country with high cheese consumption; however, in Europe, in addition to consumption, there is a significant cheese culture, which means that both our products and their production process are highly valued.
Tell us about your future projects

There is still much to be done. The first step is to establish ourselves and consolidate our position in the markets where we already sell some "Los Cameros" products and, with the help of our importers, introduce more product lines. We are loyal to our distributors and try to collaborate, as much as possible, in the process of introducing our cheeses, according to the needs of each market. Our second objective is to begin introducing "Los Cameros" to new markets with which we are already familiar, through market analysis and by presenting our products to potential buyers who align with our quality standards.
In which countries do you plan to expand?

Our target market is primarily Europe, while also working with potentially very interesting markets for us such as Eastern Europe, the USA, Mexico, Venezuela and Colombia.