Founded almost 100 years ago in 1926, Cándido Miró has a longstanding international presence. This family company from Alcoy (Alicante), owner of the popular brand Serpis, offers high-quality olives in a variety of flavours. CEO Juan Gil discussed market trends and expansion, in conversation with Antonia Cole.
Cándido Miró was founded on innovation, a philosophy that continues to this day, CEO Juan Gil said: “The company was established to industrialise a popular local snack, anchovy-stuffed olives. These olives were traditionally prepared by hand in bars, but our founder was able to take this concept and design machines to make this delicious snack available everywhere.”
The company’s ability to respond to market demands with innovation and entrepreneurial spirit has enabled Cándido Miró to evolve from a small local business to producing the most popular olives in Spain, along with a selection of other olive varieties that are enjoyed around the world.
In the 1940s, Cándido Miró reached a significant milestone through domestic expansion, and started to grow the Serpis
brand within Spain, until it became a reference in the market. Then, in the 1970s, the company began to expand the Serpis brand internationally to countries such as Mexico, where it is now the leader in the olive sector.
From the 2000s, Cándido Miró entered its second phase of expansion into international markets. With a new factory in Alcoy, the company was able to increase capacity and diversify its product portfolio, gradually reaching more global markets.
“Partnerships have also played a significant role in our success over the years,” added Mr Gil. “Whether with suppliers or clients, our industry relationships have helped us to grow. For example, our collaboration with the Tabasco brand in the 2000s helped us launch a new and unique product range that is still enjoyed today. In 2023 we also partnered with Miura Partners, which has significantly strengthened the company.”
Adding flavour
Initially, Serpis specialised in the Manzanilla olive, Spain’s most notable olive variety. As the company grew, it expanded the product range to include Hojiblanca, Cacereña, Gordal and Kalamata olives, as well as many others.
This variety allows the brand to cater to diverse customer preferences, with a portfolio that satisfies a wide range of consumer tastes and requirements. With a catalogue of over 2,000 unique products, the company’s industrial capabilities drive innovative product development.
The Serpis brand is recognised for exceptional quality and diverse flavours, setting it apart in the market. For example, the brand’s famous anchovy-stuffed olives are available in the traditional format, in a premium version and in low-salt options. This makes them accessible to a wider market.
“We are always working to develop products that lead industry trends,” explained Mr Gil. “Staying ahead of the sector involves a mix of active market listening and collaboration with academic
and technological institutions. We focus on creating products that meet our customers’ evolving needs, working closely with universities and technology institutes to stay at the forefront of product and process innovations.”
Cándido Miró carries out research projects that analyse product concepts using trend predictions. Currently, relevant trends in food and snacking include health, convenience and sustainability. The company has expanded upon these trends, launching products that cater to different consumer needs and make an impact in the market.
For example, Serpis has introduced seasoned olives without brine for easy snacking (Let´s Go), stuffed olives with 70% less salt (Benefit), and flavoured olives featuring Tabasco and natural fillings like Lemon and Pepper. Each variety reflects the company’s ability to anticipate and respond to consumer preferences, reinforcing Cándido Mir ó´s leading industry position.
“High capacity and flexibility are both present in our operations,” continued Mr Gil. “We offer great value and can adapt to specific market needs. The renovation of our 18,000 square metre facility in 2007 played a key part in the expansion of our product range. This not only raised our quality standards, but also improved our industrial capability.”
Laying roots
Cándido Miró operates from modern facilities equipped with state-of-the-art technology for research, production, storage and packaging. The company processes over 50,000kg of products a day across seven production lines.
“Specialised equipment allows us to create custom fillings tailored to client demands, from traditional pepper to innovative flavours like blue cheese,” commented Mr Gil. “This level of diversification and adaptability sets us apart in
the industry in terms of sales, which have experienced sustainable growth over the last decade.”
In 2023, Cándido Miró achieved a record turnover of €54 million and expects to generate €60 million in 2024.
The company also has plans to improve environmental measures as it continues to grow.
With an ambitious strategic ESG plan to be completed by 2028, the company has defined over 50 sustainable measures spread across four pillars: people, environment, supply chain and corporate governance.
The company has already achieved several sustainable milestones, with over 70% of primary packaging units being recyclable and around 35% of energy being generated through photovoltaic panels. Cándido Miró plans to expand these initiatives in the near future.
“We also use natural ingredients, prioritising local suppliers and sustainable fishing certifications,” added Mr Gil. “It is important for us to operate as locally as possible as it limits transport emissions and fosters closer relationships.
“We have recently begun working with EcoVadis and are encouraging our suppliers to engage with this certification too. This demonstrates our dedication to advancing sustainable practices throughout the industry.”
Growing internationally
The company believes success is based on cultivating long-term flexible relationships with both clients and suppliers. Working with partners from all over the world, Cándido Miró has adapted to diverse markets, strengthening its leading industry position.
“We apply this philosophy within all our partnerships, especially with our local olive growers and the suppliers of our natural stuffings,” said Mr Gil. “These suppliers have a commitment to sustainability and ensure the authenticity and freshness of our products, which is why it’s so important to support them. We also collaborate with our packaging manufacturers, striving towards more environmentally friendly and effective packaging solutions.”
Cándido Miró has a growth project underway. This strategic plan focuses on innovation, product range expansion, brand strengthening and international expansion. The company’s partnership with Miura Partners has already accelerated growth with the launch of Olive&Co, a platform building value through acquisitions.
Recently, Cándido Miró announced the acquisitions of Ibérica and Maestro de Oliva, both of which are leading brands in Europe and some regions in Asia. This will complement the company’s existing activities and enable it to develop globally.
“Our flagship brand Serpis remains at the heart of our business and is the banner under which we will continue our passion of delivering high-quality food,” continued Mr Gil, in conclusion. “Our acquisitions strengthen our global presence and have
allowed us to achieve a global revenue exceeding €70 million. We believe that we are well positioned to continue our global market penetration and lead further innovation over the coming years.” n
