{"id":28519,"date":"2019-11-04T13:07:44","date_gmt":"2019-11-04T11:07:44","guid":{"rendered":"https:\/\/www.bioecoactual.com\/?p=28519"},"modified":"2019-11-04T14:19:56","modified_gmt":"2019-11-04T12:19:56","slug":"entrevista-a-jose-navarro-el-canal-especialitzat-sha-de-modernitzar","status":"publish","type":"post","link":"https:\/\/www.bioecoactual.com\/ca\/2019\/11\/04\/entrevista-a-jose-navarro-el-canal-especialitzat-sha-de-modernitzar\/","title":{"rendered":"Entrevista a Jos\u00e9 Navarro: “El canal especialitzat s\u2019ha de modernitzar”"},"content":{"rendered":"

Jos\u00e9 Navarro<\/strong> (Val\u00e8ncia, 1975). Llicenciat en Administraci\u00f3 i Direcci\u00f3 d’Empreses i MBA, \u00e9s propietari i gerent de Herbolario Navarro, botiga i cadena pionera en la comercialitzaci\u00f3 de productes ecol\u00f2gics, a Val\u00e8ncia des de 1771, i a punt de fer 250 anys d’hist\u00f2ria.<\/p>\n

<\/p>\n

\"Entrevista<\/p>\n

Actualment, amb la recent adquisici\u00f3 de la hist\u00f2rica botiga barcelonina BioSpace<\/a>, Herbolario Navarro compta amb 35 botigues a tot Espanya, mantenint la filosofia de negoci familiar que l’ha portat a l’\u00e8xit. Jos\u00e9 ens explica que els 270 treballadors “formen una gran fam\u00edlia, des de Bilbao i Santander fins a Cartagena” i que “treballen activament per conservar l’ess\u00e8ncia del negoci familiar”.<\/p>\n

Qu\u00e8 difer\u00e8ncia Herbolario Navarro<\/a> d’una gran superf\u00edcie?<\/strong><\/p>\n

\u00c0nima, cor i vida. Intentem ser aut\u00e8ntics: que el producte que es troba el client en entrar a les nostres botigues no nom\u00e9s sigui ecol\u00f2gic, sin\u00f3 que sigui el producte dels prove\u00efdors, dels emprenedors, de les fam\u00edlies, local. Comptar diversitat de producte, i al seu torn, amb un personal ben format que pugui informar i assessorar al consumidor. En aquest sector cal encara que m\u00e9s informaci\u00f3 arribi al consumidor, i treballem per aix\u00f2 amb els nostres professionals.<\/p>\n

Treballem per eliminar el pl\u00e0stic i el client tamb\u00e9 ens ho demana, i pas a pas, junts, remem en aquesta direcci\u00f3<\/p><\/blockquote>\n

Arribar\u00e0 a produir-se el total empoderament per part de les grans marques i la cadena de distribuci\u00f3 convencional de la quota de mercat bio?<\/strong><\/p>\n

Dep\u00e8n del sector especialitzat. Si no progressa, no es modernitza i no es posa les piles, sens dubte ser\u00e0 aix\u00ed. Un model que pot succeir \u00e9s el de Su\u00efssa o el dels pa\u00efsos n\u00f2rdics, on no hi ha canal especialitzat, per\u00f2 crec que al nostre pa\u00eds hem de lluitar com a canal especialitzat perqu\u00e8 convisquin b\u00e9 tots dos canals. Dep\u00e8n de nosaltres com a sector.<\/p>\n

Com fer-ho?<\/strong><\/p>\n

\u00c9s molt dif\u00edcil competir amb la gran superf\u00edcie perqu\u00e8 s\u00f3n molt professionals, tenen moltes botigues i molta capacitat de compra i \u00e9s molt dif\u00edcil fer-los front en el que ells fan b\u00e9. Podem competir amb atenci\u00f3 al client, amb diversitat de producte, amb qualitat de producte, amb producte de comer\u00e7 just, amb productes d’emprenedors, de fam\u00edlies. El producte \u00e9s molt important en aquest proc\u00e9s. Tots dos canals poden coexistir i compartir quota de mercat, per\u00f2 el canal especialitzat s’ha de modernitzar i fer-ho b\u00e9, oferint al consumidor aquest extra de qualitat, proximitat i informaci\u00f3.<\/p>\n

El canal especialitzat s’ha de modernitzar i fer-ho b\u00e9, oferint al consumidor aquest extra de qualitat, proximitat i informaci\u00f3<\/p><\/blockquote>\n

\u00c9s possible generar una oferta completa amb productes locals?<\/strong><\/p>\n

Intentem que sigui el m\u00e0xim aix\u00ed. La fruita i la verdura \u00e9s molt important que sigui local, i busquem potenciar sempre als productors de la zona en totes les nostres botigues. Si entengu\u00e9ssim Espanya com proximitat, un 80% de tots els nostres productes s\u00f3n locals, per\u00f2 treballem perqu\u00e8 la xifra augmenti i repercuteixi en els productors de cada territori on estem ubicats.<\/p>\n

Per quan un supermercat 100% lliure de pl\u00e0stic a Espanya?<\/strong><\/p>\n

Crec que \u00e9s un cam\u00ed. Moltes marques s’estan posant les piles, per\u00f2 arribar al punt de pl\u00e0stic zero \u00e9s encara molt dif\u00edcil. Vam ser pioners en no posar bosses de pl\u00e0stic de compra, tampoc per a la fruita i la verdura ni per a les esp\u00e8cies. Treballem per eliminar el pl\u00e0stic i el client tamb\u00e9 ens ho demana, i pas a pas, junts, remem en aquesta direcci\u00f3.<\/p>\n

Autor:<\/strong> Enric Urrutia, Director.<\/p>\n

Subscriu-te<\/a>\u00a0a la Newsletter i rep cada mes Bio Eco Actual gratis al teu correu<\/strong><\/p>\n

Bio Eco Actual<\/em>,\u00a0<\/strong>el teu mensual 100% ecol\u00f2gic<\/em>
\nLlegir\u00a0Bio Eco Actual Novembre 2019<\/a><\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"

José Navarro (València, 1975). Llicenciat en Administració i Direcció d’Empreses i MBA, és propietari i gerent de Herbolario Navarro, botiga i cadena pionera en la comercialització de productes ecològics, a València des de 1771, i a punt de fer 250 anys d’història.<\/p>\n","protected":false},"author":419,"featured_media":28516,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[7173],"tags":[],"class_list":["post-28519","post","type-post","status-publish","format-standard","has-post-thumbnail","category-professional"],"yoast_head":"\nEntrevista a Jos\u00e9 Navarro: "El canal especialitzat s\u2019ha de modernitzar"<\/title>\n<meta name=\"description\" content=\"Jos\u00e9 Navarro \u00e9s propietari i gerent de Herbolario Navarro, botiga i cadena pionera en la comercialitzaci\u00f3 de productes ecol\u00f2gics, a Val\u00e8ncia des de 1771.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, 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