The Faculty of Economics, Business and Tourism (FEET) wishes to express its deepest and most sincere gratitude to Mr. Jesús Navarro Alberola, CEO of Jesús Navarro, S.A. (Carmencita), for his outstanding keynote lecture titled “The Value of the Brand.”
This session, held on 14 November 2025, offered a valuable learning opportunity of great academic and professional interest, highlighting the strategic importance of branding in building business value.
Mr. Jesús Navarro Alberola—regular speaker at corporate strategy forums and leader of the national market in spices and sweeteners—guided us through Carmencita’s century-long journey. He demonstrated how the company has created value through its brand by effectively combining tradition, innovation, and social purpose.
A central theme of the lecture was the connection between branding and ethical commitment, underscoring that actions supporting both the team and society—particularly those aimed at the most vulnerable—add greater value to the brand.
We extend our profound thanks to Mr. Jesús Navarro, who is also president of Alicante Gastronómica Solidaria (an organisation that has prepared nearly two million meals for people in need since 2020), for sharing his career and his vision of corporate leadership. His perspective reminds us that a brand’s value is built on strategy, vision, and, fundamentally, love.
