Europe-Africa-Asia
GROWTH AND SUSTAINABILITY GOING HAND IN HAND Bimbo Europa-África-Asia is taking giant steps towards sustainable growth through well-developed strategies and its staff’s talent in different territories
Interviewee Javier Cabeza, Vice-president of Operations in Europe, Africa and Asia for Grupo Bimbo Produced by Jassen Pintado Art Direction Omar Rodríguez
Bimbo Europe/Africa /Asia
T
he Bimbo group was created in Mexico in 1945 and is currently the best-known Mexican food brand worldwide. Its expansion within the
Americas began during the 1980s
EVOLVING TOWARDS BIMBO EUROPE, ASIA AND AFRICA (BIMBO EAA) Bimbo Iberia was born from Bimbo’s operations in Spain and Portugal, working on its own until 2016. Its evolution continued in 2019,
as the brand began exporting to the
when Gabino Gómez, CEO for
United States and Central America,
Bimbo, pushed for the creation of
later venturing into South America
an organization similar to the one he
during the 1990s.
leads from Mexico -which supports
Overseas, Bimbo first ventured into
the company’s operations in the
Spain when Mr. Jaime Jorba, one of the United States and Latin America-, also brand’s founders in Mexico, returned to incorporating Bimbo UK, China and the his home country.
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brand’s assets in India and Morocco,
Food & Beverage
thus becoming Bimbo. “Bimbo was pretty set in the
Business Engineering and Chemistry Engineering at the Technical University
Americas and decided to grow in the
of Catalonia (in Barcelona, Spain). He
continents where it lacked presence:
also earned an MBA from the IESE
Europe, Asia and Africa,” commented
Business School (also in Barcelona).
Javier Cabeza, Vice-president of
Among postgraduate studies,
Operations in Europe, Africa and Asia
Cabeza obtained a Certificate as a
for Grupo Bimbo.
Breadmaking Technologist from the
LEADERSHIP: BEYOND LEAN MANUFACTURING Javier Cabeza is near completion of his second decade of work for Bimbo,
American Institute of Baking and a Leadership program from the Harvard Business School. Before joining Bimbo at 22, Cabeza
which means he was also part of the
worked for Synthesia Technology, a
Bimbo company in Spain before being
Spain-based leader in polyurethane
acquired by the Mexican business
solutions, and also for the Benetton
group in 2011.
clothing brand. Once in Bimbo, Cabeza
Cabeza earned Bachelor degrees in
has practically experienced every area
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Bimbo Europe/Africa /Asia
“The company’s a heavyweight in Europe for its business in Spain, Portugal and now in Asia” Javier Cabeza, Vice-president of Operations in Europe, Africa and Asia for Grupo Bimbo
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Food & Beverage
in the company from operations to
approximately 16,000 workers serving
technical positions. The deployment
more than 200,000 clients.
of lean manufacturing systems and
Bimbo’s UK business was added
continuous improvement processes
to the operations performed from
highlight his tenure in the company.
Bimbo Iberia towards all of Europe.
Besides his outstanding work in Spain,
The UK branch’s business consisted
Bimbo also took Cabeza to Belgium,
mainly of bagel and croissant bread.
the United States and Netherlands,
In Africa, Bimbo arrived in Morocco
until being in charge of, probably,
by acquiring a small company,
the most diverse of Grupo Bimbo’s
growing its presence from the initial
operations, globally.
four production facilities and also
“I wanted to become part of an
expanding its product portfolio.
enterprise so big as to not know
“The company’s a heavyweight
in which part of the world I would
in Europe for its business in Spain,
find myself the next day, and that’s
Portugal and now in Asia,” said
why I like Bimbo a lot,” the executive declared.
Cabeza, who is familiar with the highly competitive European market which, sooner or later, ventures into
CONSTANT GROWTH IN EVERY TERRITORY Bimbo’s endeavors in Europe, Africa
Latin America.
and Asia encompass 32 facilities
Positioning Bimbo EAA as this
-used both as corporate offices and
clockwork operation able to replicate
as storage facilities-, involved in the
the model and reach of its parent
production of 15 brands, operated by
company overseas is a very complex
KEY STRATEGIES
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Bimbo Europe/Africa /Asia
Javier Cabeza, Vice-president of Operations in Europe, Africa and Asia for Grupo Bimbo
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Food & Beverage
task which requires aligned strategies
• Quality-focused operations.
such as:
Quality has become the determining
• Inorganic growth. The group
factor even for decision-making, from
acquired companies in Spain, India,
being a tactic to become a strategic
Morocco and the UK, which have
factor. No matter how favorable aspects
resulted in a longer reach and a
such as costs and revenue become,
strengthened portfolio within the
no decision is made if it affects the
food market.
products’ quality.
• Managerial structures
• Talent detection and
deployment. These offer detail into
positioning. One of the most
the business alignment level obtained,
important strategies is getting to know
and they also measure efficiency,
the talent’s capabilities in every country,
capabilities, business contribution
enabling them to develop the roles each
and adaptability.
territory requires, matching capable individuals with the tasks necessary to
• Investment in production
different countries, as well as to develop
capacity. This has implied great
the company’s talent or sourcing
investments in every country,
enabled staff to fulfill areas in need.
contributing to each territory’s growth. “We do make a great difference • Implementation of Lean
by relying on staff from China, India,
Manufacturing. This improvement
Morocco, Portugal, Spain and the
system has been able to detect all
UK, such variety provides a big
contributing and non-contributing
contribution,” the vice-president
elements in bringing value to clients.
pointed out.
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Bimbo Europe/Africa /Asia
“We want to keep being a force in innovation. In every country we must fulfill the group’s philosophy: Feed better world” Javier Cabeza, Vice-president of Operations in Europe, Africa and Asia for Grupo Bimbo
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Food & Beverage
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Bimbo Europe/Africa /Asia
SUPPORT FROM
This network support has been key
A GIANT CORPORATION
to take solid steps in relatively new
Bimbo EAA makes the most from
territories such as India or Morocco.
resources provided by Grupo Bimbo,
“Grupo Bimbo is always at the top of
especially those involving knowledge
our list, providing us with influence and
and products, as well as personnel,
knowledge,” Cabeza remarked.
experience and contact with tech and
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raw materials suppliers, considering
THE COVID-19 PANDEMIC
Bimbo has become the largest bakery
AS CHANGE ACCELERATOR
company worldwide.
An enterprise the size of Bimbo EAA
Food & Beverage
couldn’t be exempted from adapting
value of products, plastic packaging
to the consequences of the COVID-19
and other trends previously detected,
pandemic, deploying timely measures
which simply took off as the pandemic
preventing the disease internally,
began, such as online retail, to
reducing its spread to zero.
name one.
However, the company is aware
“We’ve learned to become more
that changes didn’t take place only
open, faster, to make the most out
within different companies, but also
of business opportunities, to become
in consumer habits, becoming more
leaner toward decision-making,” the
conscious regarding the nutritional
executive said.
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Bimbo Europe/Africa /Asia
ON THE ROAD TO SUSTAINABILITY
globally, has experienced progress
Taking Grupo Bimbo toward
in solar power.
sustainable operations is a top priority, globally. Up until now, Europe has been
other brands, clients and distributorswith the Marcas Waste Warrior
the ideal ground to reach different
association, whose purpose is to
goals, considering the territory’s
eliminate food waste. The association
regulations, policies and culture,
created the Too Good To Go campaign,
which allow for significant advance
in which different brands offer
in purposes such as bringing CO2
attractive food packages near their
emissions to net zero by 2050 and
expiration date at very low prices with
other intermediate goals related to the
the purpose of feeding more people
use of plastics in packaging, among
instead of wasting food, aligning the
other things. In countries such as
company to reduce food waste in 50%
Spain, Bimbo’s vehicle fleet boasts 20% of electric vehicles, an amount that will undoubtedly grow in the short term also in other countries. In Mexico, Bimbo has the largest electric vehicle fleets in Latin America. The company offers different
in respect with their 2016 figures. “Sustainability is one of the group’s strategies. These goals must be accomplished, it’s fundamental to our group, there are no excuses for unfulfillment,” Cabeza expressed.
packaging, including biodegradable
GROWTH IN THE HORIZON AND CONTRIBUTIONS TO FEED THE WORLD
solutions such as D2W. Also, Bimbo,
If there’s a word describing the
recyclable options for plastic
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In Europe, Bimbo is involved -along
Food & Beverage
“Sustainability is one of the group’s strategies. It’s fundamental to our group” Javier Cabeza, Vice-president of Operations in Europe, Africa and Asia for Grupo Bimbo
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Bimbo Europe/Africa /Asia
future purposes of Bimbo EAA, it is undoubtedly “growth”. Asian territory is poised to become the grounds for such a purpose, specifically in India, where the company’s challenge is to reach more population. In Africa, on its behalf, growth purposes also persist, but not in the short term. The market is evolving and it is very important to remain aware of its development. The operation in Europe is consolidated, but the plan is to keep strengthening the company’s finances and enter categories yet to be explored by Bimbo. Along with the brand’s efforts overseas, the company improves the fulfillment of its purpose to contribute to a better world by providing quality foods to a quantity of people that keeps growing. “We want to keep being a force in innovation. In every country we must
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Food & Beverage
Founded: 1945, in Mexico Industry: Food & Beverage Employees: 16,000. Contact: www.grupobimbo.com atencionenlinea@grupobimbo.com
fulfill the group’s philosophy: Feed a better world,” finalized Javier Cabeza, Vice-president of Operations in Europe, Africa and Asia for Grupo Bimbo.
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www.grupobimbo.com atencionenlinea@grupobimbo.com
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