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5th session of the 10th ESADE-Deloitte lecture series, featuring Juan Manuel González Serna, Chairman of Grupo Siro

ESADE is pleased to invite you to the second session of the “Family Businesses of the 21st Century: Challenges and Opportunities” Lecture Series organised jointly by ESADE and Deloitte.


Juan Manuel González Serna, Chairman of Grupo Siro, will be our guest speaker at this session, entitled ‘Grupo Siro: Starting, failing and learning. The history of a family business determined to transcend’.


Today, Grupo Siro is a family business, a leader in the agri-food sector and 100% Spanish-owned. Its passion is to make the best cereal-based food products, products that are excellent, innovative and accessible to all consumers. Its vision is to be a business that society wants to exist, valuing it for what it is and what it does.


Present in the biscuit, pasta, pastry, sliced bread and breakfast cereal businesses, it has been an “intersupplier” for Mercadona since 1998, manufacturing products that are sold under the Hacendado brand. The Group closed the 2016 fiscal year with a turnover of €562 million, a production of 340 million kilos, and an EBITDA of €80 million. Its investment, of €25 million, bears witness to its commitment to efficiency and continuous improvement.


In keeping with its recognition by the United Nations in 2016 as the ‘Best Company for Workers with Disabilities’, 14% of Grupo Siro employees are people at risk of social exclusion. The group’s efforts to facilitate the social and workforce integration of at-risk populations since it was founded are a fundamental pillar of its sustainable social commitment. 


Juan Manuel González Serna will share this and much more with us. He will explain how, over the course of his career, he has failed more than once and had to reinvent himself. He will also explain how he constantly tells himself that ‘this has only just begun’, which allows him to embark on each new stage with the same enthusiasm as the first day, as well as the same unwavering goal of improving, working hard and learning from his mistakes.


Pedro Navarro, Deputy Executive Chairman of the ESADE Foundation Board of Trustees
Fernando Ruiz, Chairman of Deloitte
Alberto Gimeno, Associate Professor in the Department of Strategy and General Management at ESADE
Juan Manuel González Serna, Chairman of Grupo Siro

After the session, a complimentary breakfast will be served to all participants.



Tuesday, June 6th 2017
At 9 am
ESADE Madrid
C. Mateo Inurria, 27

Space is limited. REGISTRATION

For more information:
Ignacio Ramon Blanco
Tel: 91 252 68 45

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