La Rosaleda: 30 years and a commitment to what's ahead

Jaime Troncoso - CEO

Thirty years in this business leave their mark. Three decades of relationships have generated something invaluable: the trust of our shareholders, the appreciation and loyalty of our customers, the genuine commitment of our employees, and the constant support of our suppliers. We deeply value each of the relationships we have built throughout this journey led by Alfredo Pallares, who has consolidated a family business with the necessary drive to continue sharing closely in the successes that lie ahead. Under his leadership, we have managed to combine tradition and innovation, always maintaining that closeness that characterizes us while firmly projecting our future.

The "3030" year

A year and a half ago, we identified a growth opportunity we couldn't pass up.

The decision to expand our production area through the construction of greenhouses on one of our farms marked the beginning of a significant transformation.

This process, which we celebrate as completed today, has been accompanied by another equally strategic project: the redesign of our product image, led by Karina Pallares, which reflects the evolution and modernization of our brand.

This year of our 30th anniversary, we reach 30 hectares of production. We are very pleased. Internally, we talk about the "3030" year,

an idea given to us by a dear friend and customer during a visit to our facilities. The vision of continuing to grow remains firm: our horizon for the coming years is to continue growing steadily, both in area and technology.

The challenge seems attractive and motivating to us. It's not just about growing in area, but about developing projects with high impact and added value that are now necessary as part of the path toward new success and business sustainability. We want to consolidate and strengthen relationships with our customers, employees, and society in general, and in this way maintain the profitability and sustainability that characterizes us.

We have several projects underway—or "germinating," to put it in agricultural terms.

We are already working on the study phase for an energy self-sustainability project with photovoltaic generation. We are close to completing a new and modern cafeteria, with locker rooms, services, and facilities designed for the comfort of our employees.

We have initiated an ambitious technological innovation project that will transform our processes over the coming years.

We begin with the implementation of a robust ERP system, followed by the incorporation of artificial intelligence on multiple fronts: advanced CRM, Big Data analysis, AI-assisted production projections, automation through bots that will optimize customer service and facilitate strategic decision-making. This constant technological evolution will underpin innovation at all levels of the company.

Flor Verde and Carbon Neutral certifications are on our immediate agenda, with one of these projects already in the implementation phase. Additionally, we actively participate in all the initiatives that Expoflores promotes at the industry level regarding sustainability and social responsibility.

A future that is already present

From management, I am convinced that what we have planned for the future will become reality. We have the support of our customers and the backing of a great team made up of magnificent, highly professional people, with a degree of commitment that characterizes us at La Rosaleda.

We celebrate 30 years, but above all, it is the future that has our eyes looking forward. And that future has already begun.