We were lucky to catch up with Fernando Ortega recently and have shared our conversation below.
Fernando, thanks for joining us, excited to have you contributing your stories and insights. What’s the backstory behind how you came up with the idea for your business?
I´m a Lawyer by trade (‘93), since 2004, I have been involved as an entrepreneur in corporate projects in Spain and internationally. Founder of Publicatuslibros.com (2004), Ittakus Comunicación (2005), Noticiascadadía (2006). In 2009, I founded ILOVEACEITE Spain, currently with two international subsidiaries: Kochamoliwe in Poland (2011) and ILOVEACEITE US, in the USA (2016).
Through this year of professional experience, I have been able to combine the knowledge and skills I have obtained in each of the fields I have worked in: Legal, Human Resources, Communications & PR, international business, business and brand development, and online strategies, and sales among others.
Following the grand tradition of Spanish olive oil, ILOVEACEITE has a heritage dating back to 1950 when my grandfather began work in the olive oil business.
In 2017, I launched ‘Texas Test’, a food acceleration export program, and in 2018 I founded La Plaza, the first Spain Street Cuisine food truck in Texas, based in San Antonio.
Since establishing U.S. headquarters in San Antonio, TX, in 2016, ILOVEACEITE has expanded distribution to locations in Colorado, California, Virginia, Maryland, North Carolina and Idaho.
Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.
I was a lawyer for 15 years and one day I decided to change my life and I started my first Internet project with Publicatuslibros.com, I worked har during the following years but in 2009 we suffered one of the worst crisis in Spain. We had to closed our company, Ittakus, and I have to star one more time. I did with ILOVEACEITE. The company produces 100 percent Spanish olive oil distributed through two international subsidiaries: Kochamoliwe, founded in Poland in 2011 and ILOVEACEITE US, Inc., founded in the United States in 2016. We had export our extra virgin olive oil to more than 25 different countries in the world.
Why we are different:
– As American company we control the entire process from the olive tree up to delivering to our costumers: production, bottling, export and import in the US. We offer to our costumers the original and true product, with certified quality.
– As Spanish producer we supply 100% extra virgin olive ‘made in Spain’. We work with a wide range of sizes, packaging, etc., even private label.
– As an International company we can offer and supply our olive oils where, when and how our costumers want to. Efficiency, solvency, guarantee, quality and original products and services have allowed us to manage exports, since 2009, to more than 25 countries around the world.
– As American company we work, support and develop the US market helping to our costumers to introduce our products sharing our passion, our culture and the benefits of the Spanish olive oil. We supply and deliver orders in all the US areas saving on costs.
How about pivoting – can you share the story of a time you’ve had to pivot?
It was 2005. I was director of a law firm in Madrid, Spain. I was really unhappy. I earned a lot of money but I was really unhappy. One day I decided left the company and star my own path. I felt like another brick on the wall. I said I´m not going to work to anybody else in my life. Just for me and I will follow my instintc. Since that day I founded many different businesses. I visit countries in four continents, I travel a lot and since 2016 I´m living the America Dream.
Let’s move on to buying businesses – can you talk to us about your experience with business acquisitions?
No, never. I always run my own businesses. Maybe one day I´ll do it. At least I would like to buy a share of other businesses in order to diversify my activities.
Contact Info:
- Website: www.ilovraceite.us
- Instagram: https://www.instagram.com/iloveaceite/
- Facebook: https://facebook.com/iloveaceiteus
- Linkedin: https://www.linkedin.com/company/iloveaceite-us/
- Twitter: https://twitter.com/ILOVEACEITE_US
- Youtube: https://www.youtube.com/user/iloveaceite
- Other: Personal website www.fernandortega.com Instagram https://www.instagram.com/69vagamundos