Hijolusa: marketing and innovation in a traditional consumer product

[ayeshshiddika11]

The Gómez Pérez brothers have been able to reinvent a product like the potato, traditionally associated with bulk sales and without a brand. Hijolusa has created a recognized brand ...

The history of Patatas Hijolusa began more than half a century ago. “It started in a humble way. My parents began selling potatoes more than 50 years ago. It was a common thing in the villages in those years,” says José Luis Gómez , son of the founder and current CEO of the company, together with his brother Carlos .

His arrival at the company marked the beginning of a transformation process. “In 1988, when I was 18, I started to collaborate with my parents and help them in the family business. I joined fully in 1992,” explains José Luis. At that time, the company was still called Patatas Hijos de José Luis Gómez, SA, from which the current name comes.


His younger brother, Carlos, joined a few singapore phone data years later, in 2002. And both have run the company jointly, now without their father, since 2008, when they acquired 100% of the shares. “It was a very smooth , very comfortable generational change. Without any problems and with full support from our parents,” José Luis thanks.

0:00
/
1:11
Erdogan reiterates Turkish support for Syria's territorial integrity
Objective: to enhance the value of potatoes
The first stones of the new Hijolusa were laid shortly after the first-born joined the company. “The first milestone of the company was in 1995, when we started washing potatoes. My father called me crazy. He asked me how we were going to do that, because it was something that was not done in the national market. But I thought that we had to start valuing potatoes,” he says.