Eva Sánchez: from Boston to Guijuelo to build a brand of Iberian products that is sold in more than 40 countries

Eva Sánchez

(46) only put one condition when she joined the family business: "That they let me develop the communication part."

She had just finished a master's degree in the subject at Suffolk University (Boston) and she saw clearly where she could contribute more.

What today seems obvious and out of the box, two decades ago it was not so obvious.

"I wanted to show that communication was profitable."

The company in question,

, started from very traditional models throughout the organization.

In these 20 years, it has been in charge of creating a brand image, making it known and positioning it in the market.

"It's been a slow process. I had to soak up the business a lot."

And little by little they began to introduce changes in the house.

"We focus a lot on making a team -today there are 33 people-, on pampering and training those who take care of our product", he says in a leisurely tone.

She, as director of management and communication, and her brothers Javier and Florencio, as assistant directors, are the third generation of the business that her grandfather Fidel Sánchez created in 1920 (hence the name Fisan) and modernized her father in the years 80;

Today they are present in 40 countries around the world.

"The last shipment we have made to South Africa," she adds.

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This philologist by training, who left Business Administration and Management (ADE) because that did not convince her, has faced many challenges over the years.

"When I came to the sector, it was a very masculine field, in which, in addition, talking about communication was like speaking Chinese," she recalls with a laugh.

"It was always clear to me that we were and are a company that deserves to be among the most prominent brands."

From Guijuelo, where they have the production plant, they have made excellence their cover letter.

Chefs from the Michelin saga such as the Torres brothers, Ricard Camarena and Diego Guerrero have opted for their Iberico products.

As every year around these dates, they have released their

, 60 unique pieces (1,200 euros/unit) that are authentic jewels that are presented in a spectacular box.

"They are given the greatest care for 60 months. Throughout this time they are cured with care and patience in natural drying rooms and cellars, with little light and little noise."

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