Pascual Milk: "For internationalization we have had an advantage, which is the quality of our products."

INTERVIEW with Pablo Beltrán, International General Manager, Pascual Milk Group

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In which countries are they present?
The Pascual Dairy Group understands the importance of having a presence in the international market and, within it, in as many countries as possible. Since 1992, the Pascual Dairy Group has distributed its products to more than seventy countries across five continents, from China to the USA, including India, West Africa, and Russia. We have a subsidiary in Portugal, logistics platforms in Aranda de Duero and Valencia, and we have just completed the acquisition of the French juice company Cidou.
Currently, we export our products to a large number of European countries, especially France, Belgium, the United Kingdom, and the Nordic countries, where we have focused our internationalization process. We also have a presence in African countries such as Angola, Equatorial Guinea, and Gambia; Asian countries such as India and China; and in the Americas, from the United States to Central and South America.

What are their strongest products?
We base our international presence on quality and research into potential markets, which gives us greater adaptability. Thanks to our principles of quality, health, and innovation, our pasteurized yogurts were the first products we launched on the international market and remain our cornerstone.
In Angola, Pascual is the leading brand in the sector, and in the US, we were the world's first brand to export this product to the country, after achieving Grade A certification from the Food & Drug Administration (FDA) in 1999, essential for accessing the US market. Following the success of our yogurts, we expanded to include desserts, functional foods, and cereals. All of these products are gradually but steadily gaining ground in every market they enter. In Europe, however, we developed our juice line, with a focus on freshly squeezed (NFC) juice.

What have been the biggest difficulties you have encountered in your internationalization processes, and in which markets?
We have faced the difficulties that any company encounters when trying to expand into new markets beyond its borders. These include exchange rate fluctuations, changes in customs and import policies and legislation in different countries, increased logistics and transportation costs, and so on. 
However, at Leche Pascual we have an advantage: the quality of our products, our extensive market research, and our strong team. By combining these elements, we are able to reach the diverse markets that demand our products and embrace them with enthusiasm.

Who makes up the international team?
Within the International Division of the Pascual Milk Group, a large group of professionals works, including specialists in the different regions where we are present, who handle everything from logistics to marketing, including the marketing of our products.
In addition, we have our colleagues from the Commercial Delegation of Portugal and thanks to the acquisition of the French brand of Cidou Juices, we have expanded our international workforce by more than 80 employees, which represents consolidation within the European market.

What is the biggest advantage that internationalization brings them?
We have business partners and local distributors in the countries of Europe, America, Asia and Africa where we are present, which allows us to work with the main clients in each market and for the Pascual brand to be recognized worldwide.

What are your future plans?
Our immediate future lies in continuing the project started by Tomás Pascual over thirty years ago. We want to continue along the same lines, launching new, high-quality, and innovative products always focused on family health. These are our hallmarks, and they work for us.
 

In which countries do you plan to expand?
We are using orange juice as our spearhead, especially in Europe. A few months ago, we acquired the industrial assets and the French juice brand Cidou, belonging to the Toury agri-food group. In this way, we intend to consolidate our expansion through juices and, gradually, continue growing in the market.
On the other hand, we are working on several internationalization projects for the company with renowned partners in countries such as China, Brazil, Mexico, and South Africa.

What is the key to success?
The story of the Pascual Dairy Group is one of the success of a business model based on three basic pillars: innovation and technology in processes and services, continuous reinvestment of profits for the sustained growth of the company with a perfectly defined commercial strategy.
These three attributes, combined with the personal values ​​that imbue the Pascual family's unmistakable character, result in a leading company like the Pascual Milk Group. Since Pascual introduced UHT milk processing and aseptic packaging in Tetra Pak cartons to Spain in 1972, innovation in products and processes has always been an essential competitive advantage for the Pascual Milk Group, enabling it to offer the healthiest foods to consumers. Since then, the company has been a pioneer, applying new technological developments to traditional foods, as well as offering cutting-edge products to consumers.
This commitment to innovation would not be sustainable for so many years without significant and continuous investment in industrial plants, cutting-edge technology, skilled personnel, and top-quality raw materials. Pascual Milk considers wealth creation, job creation, and environmental stewardship to be strategic objectives. To achieve these goals and ensure their future sustainability, the company invests in them, thus enabling its continued growth.