César Vargas has been the CEO of Pascual for just under a year, having joined the company in 2022. His major task is a strategic transformation project to make the company more competitive and decentralised.
It has been just under a year since César Vargas took on the role of CEO of Pascual, although he has been with the company since 2022. According to diariodemallorca.es, the executive is now responsible for leading the company's strategic transformation project, aimed at making it more competitive and more decentralised.
A graduate in Business Administration, Vargas has completed leadership programmes at universities such as Harvard and the London Business School. His interest in the beverage sector emerged during his studies, when he decided to focus on marketing rather than finance. After a year at González Byass, he moved to Unilever, where he spent just over four years.
He then worked for the Bacardi brand, where he became the marketing director in Portugal. Most of his career has been spent at Suntory, a group that includes brands such as Schweppes, La Casera, Trina, and Sunny Delight. Among his references, he cites Jaime Mussos, Marketing Director of Schweppes, and Ignacio Silva, President of the Spanish Federation of Food and Beverages and CEO of Deoleo.
Vargas, originally from Burgos, expresses “enormous pride” in leading Pascual, a company that, in his words, has over 50 years of significant history and legacy.
“I have to take those first steps to leave the legacy intact, maintain the values and culture of the company, and add new values that will allow it to continue. So, there is a lot of vertigo in all of this.”
Regarding the sector's significance, the CEO asserts that food represents 21% of the Spanish industry and that one in four rural jobs comes from it.
“We have a responsibility in food, which is 21% of the industry in this country. One in four rural jobs comes from food.”
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