{"id":24645,"date":"2019-01-03T10:41:48","date_gmt":"2019-01-03T08:41:48","guid":{"rendered":"https:\/\/www.bioecoactual.com\/?p=24645"},"modified":"2019-01-03T18:47:01","modified_gmt":"2019-01-03T16:47:01","slug":"ignasi-aguilo-biogra","status":"publish","type":"post","link":"https:\/\/www.bioecoactual.com\/ca\/2019\/01\/03\/ignasi-aguilo-biogra\/","title":{"rendered":"Ignasi Aguil\u00f3 “\u00c9s important garantir la sostenibilitat dels materials que escollim i l\u2019origen sense pesticides dels nostres ingredients”"},"content":{"rendered":"

Biogr\u00e1<\/strong>, empresa pionera en la producci\u00f3 d\u2019aliments saludables i sostenibles, afronta amb la nova direcci\u00f3 amb\u00a0Ignasi Aguil\u00f3<\/strong>, el repte que est\u00e0 vivint el gruix del sector ecol\u00f2gic especialitzat: professionalitzaci\u00f3 i millora comunicativa. S\u00f3n canvis imprescindibles en opini\u00f3 de Biogr\u00e1, amb un producte d\u2019alta qualitat que creix de forma imparable, sobretot en la gamma fresca, per les seves caracter\u00edstiques i beneficis nutricionals, ambientals i socials.<\/p>\n

\"Ignasi<\/p>\n

Qu\u00e8 ha estat el que m\u00e9s ha canviat per a tu en passar de dirigir una empresa del sector convencional a fer-ho en l\u2019ecol\u00f2gic?<\/strong><\/p>\n

El canvi m\u00e9s gran \u00e9s formar part d\u2019un projecte amb una missi\u00f3 clara i real d\u2019augmentar el nombre de persones que opten per una alimentaci\u00f3 saludable i respectuosa amb el medi ambient. \u00c9s un objectiu que vivim tot l\u2019equip en l\u2019elaboraci\u00f3 dels productes, des d\u2019una I+D que els fa cada cop m\u00e9s equilibrats, fins la manera de comprar les mat\u00e8ries primes, produir al nostre obrador i vendre els productes. La sostenibilitat a llarg termini \u00e9s cabdal en les nostres decisions.<\/p>\n

Treballem amb transpar\u00e8ncia m\u00e0xima, tant pel funcionament de l\u2019empresa com en l\u2019elecci\u00f3 de les receptes. En la composici\u00f3 dels nostres productes hi ha l\u00ednies molt clares que respectem sempre.<\/p>\n

La professionalitzaci\u00f3 \u00e9s imprescindible perqu\u00e8 el sector ecol\u00f2gic hist\u00f2ric-tradicional avanci? Qu\u00e8 est\u00e0 aportant a Biogr\u00e1?<\/strong><\/p>\n

Biogr\u00e1 ha fet una gran tasca en els \u00faltims anys, tenint en compte els recursos inicials; avui el mercat demana eines molt diferents. Posem el focus en alg\u00fa sensible a la proposta ecol\u00f2gica i aix\u00f2 guia la nostra innovaci\u00f3, activaci\u00f3 al punt de venda, connexi\u00f3 amb mitjans digitals i imatge de marca renovada. L\u2019esfor\u00e7 del sector per conscienciar les persones sobre els beneficis de l\u2019alimentaci\u00f3 ecol\u00f2gica ha incrementat molt el consum i cada vegada tenim m\u00e9s consumidors, i m\u00e9s exigents.<\/p>\n

Per satisfer les seves necessitats, ens interessa especialment l\u2019experi\u00e8ncia de compra, des de les motivacions que porten el client a comprar en un establiment o altre, fins com es mou en el punt de venda i escull un producte.<\/p>\n

\"biogr\u00e1<\/a><\/p>\n

Des de l\u2019escolta propera del consumidor ecol\u00f2gic de sempre, i del nou amb motivacions diferents, Biogr\u00e1 ha desenvolupat tres varietats d\u2019hamburgueses vegetals amb base de soja texturitzada per a persones que veuen la necessitat de reduir el consum de carn per salut i ecologia, sense renunciar al millor sabor i textura.<\/p>\n

Tamb\u00e9 han tingut molt bona acollida les noves varietats d\u2019hummus (tom\u00e0quet, pastanaga, kale), plats preparats (wok de verdures i tofu, quinotto de verdures i bolets, cigrons amb carxofes) i la nova gamma de productes de coco i snacks ecol\u00f2gics.<\/p>\n

Quines eines o estructures falten al sector ecol\u00f2gic especialitzat? Falta comunicaci\u00f3 entre les empreses?<\/strong><\/p>\n

Al canal especialitzat hi falten les eines consolidades al canal modern. Volem desenvolupar-les gradualment per dinamitzar la venda, atraure nous consumidors i fidelitzar-los.<\/p>\n

Falta coneixement de l\u2019evoluci\u00f3 del sector que permeti clarificar riscos i oportunitats. Tamb\u00e9 manquen eines d\u2019optimitzaci\u00f3 de la venda (com ara estudis sobre disposici\u00f3 dels productes a les estanteries) i la rotaci\u00f3 a la botiga (segona exposici\u00f3, xarxes socials, degustacions, promocions). L\u2019establiment \u00e9s un showroom<\/em> on han de passar coses.<\/p>\n

Respecte a la comunicaci\u00f3 entre empreses, hi ha uns l\u00edmits legals molt clars. A trav\u00e9s d\u2019organitzacions sectorials podem vertebrar accions en benefici de tots.<\/p>\n

L\u2019I+D de Biogr\u00e1 ha valorat l\u2019evoluci\u00f3 del packaging<\/em> per fer-lo m\u00e9s sostenible?<\/strong><\/p>\n

Estem conven\u00e7uts que cal avan\u00e7ar cap a un embalatge m\u00e9s sostenible i, a m\u00e9s, el consumidor ho demana. Per aix\u00f2, el 2019 en reduirem l\u2019\u00fas en dues categories de producte molt rellevants i farem inversions a l\u2019obrador per reduir l\u2019impacte dels envasos.<\/p>\n

Penses que l\u2019actitud activista transcendeix al consum?<\/strong><\/p>\n

#SaberComer vertebra la nostra missi\u00f3. \u00c9s important garantir la sostenibilitat dels materials que escollim i l\u2019origen sense pesticides dels nostres ingredients. Tamb\u00e9 la manera com els tractem i com gestionem els nostres residus.<\/p>\n

Per\u00f2 el consumidor va m\u00e9s enll\u00e0. Equilibri nutricional en ingredients i quantitats, reduir el malbaratament alimentari, productes de proximitat i reciclatge tamb\u00e9 formen part d\u2019una cadena cada cop m\u00e9s s\u00f2lida per a les noves generacions.<\/p>\n

Ara b\u00e9, tot plegat ha d\u2019anar acompanyat d\u2019una excel\u00b7lent experi\u00e8ncia en el sabor dels aliments, no n\u2019hi ha prou que la proposta sigui saludable.<\/p>\n

Autor:\u00a0<\/strong>Oriol Urrutia<\/a>, Co-Editor<\/p>\n

Bio Eco Actual<\/em><\/strong>,\u00a0el teu mensual 100% ecol\u00f2gica<\/em>
\nLlegir\u00a0Bio Eco Actual Gener 2019<\/a><\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"

Biográ, empresa pionera en la producció d’aliments saludables i sostenibles, afronta amb la nova direcció amb Ignasi Aguiló, el repte que està vivint el gruix del sector ecològic especialitzat: professionalització i millora comunicativa. Són canvis imprescindibles en opinió de Biográ, amb un producte d’alta qualitat que creix de forma imparable, sobretot en la gamma fresca, per […]<\/p>\n","protected":false},"author":1,"featured_media":24642,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[7164,7173],"tags":[],"class_list":["post-24645","post","type-post","status-publish","format-standard","has-post-thumbnail","category-actualitat","category-professional"],"yoast_head":"\nIgnasi Aguil\u00f3 "\u00c9s important garantir la sostenibilitat dels materials que escollim i l\u2019origen sense pesticides dels nostres ingredients" - Bio Eco Actual<\/title>\n<meta name=\"description\" content=\"Biogr\u00e1, empresa pionera en la producci\u00f3 d\u2019aliments saludables i sostenibles, afronta amb la nova direcci\u00f3 amb Ignasi Aguil\u00f3, el repte bio que est\u00e0 vivint\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, 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