{"id":10604,"date":"2017-01-28T17:18:41","date_gmt":"2017-01-28T17:18:41","guid":{"rendered":"https:\/\/www.bioecoactual.com\/2017\/01\/28\/entrevista-a-berta-escoda-directora-de-comunicacio-d-amandin\/"},"modified":"2023-02-06T13:33:00","modified_gmt":"2023-02-06T12:33:00","slug":"entrevista-a-berta-escoda-directora-de-comunicacio-d-amandin","status":"publish","type":"post","link":"https:\/\/www.bioecoactual.com\/ca\/2017\/01\/28\/entrevista-a-berta-escoda-directora-de-comunicacio-d-amandin\/","title":{"rendered":"Entrevista a Berta Escoda, directora de comunicaci\u00f3 d&#8217;Amand\u00edn"},"content":{"rendered":"<p><strong>Berta Escoda<\/strong>, (Reus, 1985), Directora de Comunicaci\u00f3 d&#8217;<span style=\"text-decoration: underline;\"><strong>Amand\u00edn<\/strong><\/span>, marca l\u00edder, creada el 2013 i especialitzada en la producci\u00f3 i transformaci\u00f3 de productes ecol\u00f2gics: begudes vegetals (orxata, arr\u00f2s i civada, entre altres); cremes de fruits secs; brous, sopes i salses. Pertany a la tercera generaci\u00f3 d&#8217;experts en l&#8217;elaboraci\u00f3 de productes a base d&#8217;ametlles, nous i avellanes.&nbsp;<strong><br \/><\/strong><\/p>\n<p>  <!--more-->  <\/p>\n<p>El 1961 el seu avi va fundar Joan Escoda SA, especialitzant-se en el repelat d&#8217;avellanes i ametlles per a empreses terceres. Posteriorment es va crear una empresa dedicada al sector diet\u00e8tic, i finalment es va acabar creant Amand\u00edn. Des de llavors la fam\u00edlia Escoda mant\u00e9 el seu comprom\u00eds social de progr\u00e9s, donant suport a projectes educatius i solidaris a Espanya i \u00c0frica. La responsabilitat social \u00e9s un dels telons m\u00e9s importants en l\u2019empresa.&nbsp;<\/p>\n<p><span style=\"color: #c0c0c0;\"><strong>Bio Eco Actual<br \/><\/strong><\/span><strong>Quan sorgeix la idea de crear la marca Amand\u00edn i qu\u00e8 aporta al consumidor?<\/strong><\/p>\n<p><span style=\"color: #c0c0c0;\"><strong>Berta Escoda<br \/><\/strong><\/span>La idea d\u2019Amand\u00edn va sorgir al 2003. No obstant aix\u00f2, el meu pare juntament amb&nbsp; un company ja des del 1985 que es dedicaven a la elaboraci\u00f3 de orxates d\u2019ametlles i avellanes. Eren uns concentrats que es dissolien en aigua, o que s\u2019untaven en el pa. Es venien als herbolaris amb la marca Moresco, i les nostres cremes de fruits secs no deixen de ser una evoluci\u00f3 del que fa 30 anys ja era una beguda d\u2019ametlles o avellanes si les dissolies en aigua.&nbsp;<\/p>\n<p><strong>Qu\u00e8 representa per a vosaltres la producci\u00f3 i comercialitzaci\u00f3 d&#8217;orxata de xufa ecol\u00f2gica?<\/strong><\/p>\n<p>Totes les empreses tenen els seus productes estrella, i en el nostre cas, la orxata n\u2019\u00e9s un. A dia d\u2019avui, tenint en compte les ventes, podem dir que aquest producte est\u00e0 vivint una bona temporada. Hem aconseguit desestacionalitzar el producte i poder oferir-lo com una alternativa m\u00e9s a la llet, entendre-la com una beguda vegetal m\u00e9s.<\/p>\n<p>Podr\u00edem dir que la fabricaci\u00f3 de orxata representa un quart del nostre negoci sent la primera de les refer\u00e8ncies l\u00edders de la nostra gamma. Tampoc hem d\u2019oblidar que t\u00e9 els seus alts i els seus baixos i que hi ha un creixement de consum quan s\u2019acosten les falles, Sant Josep i l\u2019estiu; del mar\u00e7 fins a finals d\u2019octubre.<\/p>\n<p><strong>A Espanya es produeix ametlla i civada ecol\u00f2gica de gran qualitat, aquesta producci\u00f3 abasteix el mercat interior o \u00e9s destinada a l&#8217;exportaci\u00f3?<\/strong><\/p>\n<p>Nosaltres no hem centrat mai ametlla per\u00f2 si que \u00e9s cert que m\u00e9s o menys el mercat exterior segueix la mateixa tend\u00e8ncia de consum. Als Estats Units els interessa molt la xufla, el tubercle, i a nosaltres ens ha anat molt b\u00e9 comen\u00e7ar a exportar la nostra orxata cap aquest pa\u00eds. A m\u00e9s, aquesta tend\u00e8ncia s\u2019est\u00e9n al Jap\u00f3 que \u00e9s un pa\u00eds que s\u2019emmiralla molt als Estats Units. La civada i l\u2019ametlla son a dia d\u2019avui les dues llets vegetals amb m\u00e9s creixement, desbancant ja des de fa temps a la soja, i aquesta tend\u00e8ncia seguir\u00e0. Les refer\u00e8ncies que nosaltres exportem principalment s\u00f3n els cereals; l\u2019Espelta, el Kamut, l\u2019Arr\u00f2s o la Civada, sempre sense oblidar la Orxata. Per\u00f2 m\u00e9s o menys, ambd\u00f3s mercats comparteixen molts trets semblants.<\/p>\n<p><strong>El consum a Espanya de productes ecol\u00f2gics encara que creixent est\u00e0 molt per sota de la mitjana Europea, a qu\u00e8 \u00e9s degut?<\/strong><\/p>\n<p>Segons el meu punt de vista, l\u2019abast i la oferta que hi ha a l\u2019estat espanyol, no \u00e9s el mateix que hi ha a altres pa\u00efsos. A m\u00e9s, aquesta facilitat a l\u2019hora de trobar all\u00f2 que t\u2019interessa \u00e9s el m\u00e9s important per a poder consumir un producte o un altre. La necessitat de canviar els h\u00e0bits en la nostra dieta, o simplement l\u2019inter\u00e8s en ampliar els fronts, hi \u00e9s i cada vegada m\u00e9s. I \u00e9s per aix\u00f2 que simplement hem d\u2019estar contents que aquest canvi est\u00e0 latent i, encara que sigui m\u00e9s lent que en altres pa\u00efsos, hi \u00e9s.<\/p>\n<p><strong>\u00c9s f\u00e0cil cr\u00e9ixer com a empresa de producci\u00f3 ecol\u00f2gica mantenint la qualitat original?<\/strong><\/p>\n<p>\u00c9s m\u00e9s dif\u00edcil el creixement que mantenir la qualitat original. Nosaltres seguim fent la orxata de la mateixa manera que l\u2019hem fet tota la vida, siguin els litres que siguin. I aix\u00f2 \u00e9s el mateix amb tots els nostres productes. Sempre intentem buscar millores en el producte i poder oferir encara m\u00e9s qualitat que la que ofer\u00edem ahir. No hem d\u2019oblidar que en l\u2019ecol\u00f2gic, tant fabricants com consumidors som exigents, i la primera exig\u00e8ncia \u00e9s amb un mateix.&nbsp;<\/p>\n<p><em><strong>Enric Urrutia<\/strong>, director de Bio Eco Actual&nbsp;<br \/><\/em><strong>Bio Eco Actual Febrer 2017<\/strong><em><br \/><\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Berta Escoda, (Reus, 1985), Directora de Comunicaci&oacute; d&rsquo;Amand&iacute;n, marca l&iacute;der, creada el 2013 i especialitzada en la producci&oacute; i transformaci&oacute; de productes ecol&ograve;gics: begudes vegetals (orxata, arr&ograve;s i civada, entre altres); cremes de fruits secs; brous, sopes i salses. Pertany a la tercera generaci&oacute; d&rsquo;experts en l&rsquo;elaboraci&oacute; de productes a base d&rsquo;ametlles, nous i avellanes.&nbsp;<\/p>\n","protected":false},"author":419,"featured_media":10602,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[7164],"tags":[1520],"class_list":["post-10604","post","type-post","status-publish","format-standard","has-post-thumbnail","category-actualitat","tag-amandin"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Entrevista a Berta Escoda, directora de comunicaci\u00f3 d&#039;Amand\u00edn - Bio Eco Actual<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.bioecoactual.com\/ca\/2017\/01\/28\/entrevista-a-berta-escoda-directora-de-comunicacio-d-amandin\/\" \/>\n<meta property=\"og:locale\" content=\"ca_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Entrevista a Berta Escoda, directora de comunicaci\u00f3 d&#039;Amand\u00edn\" \/>\n<meta property=\"og:description\" content=\"Berta Escoda, (Reus, 1985), Directora de Comunicaci&oacute; d&rsquo;Amand&iacute;n, marca l&iacute;der, creada el 2013 i especialitzada en la producci&oacute; i transformaci&oacute; de productes ecol&ograve;gics: begudes vegetals (orxata, arr&ograve;s i civada, entre altres); cremes de fruits secs; brous, sopes i salses. 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