Today, Monday 3 April, the Chair of Family Business of the University of Valencia (CEFUV) promoted by the Valencian Association of Entrepreneurs (AVE), the School of Entrepreneurs (EDEM), the Valencian Institute for the Study of Family Business (IVEFA), the Institute of Family Business (IEF) and the University of Valencia (UV), and sponsored by CaixaBank and Broseta, has held a new breakfast-tertulia, the Instituto de la Empresa Familiar (IEF) and the Universitat de València (UV), and sponsored by CaixaBank and Broseta, held a new breakfast meeting entitled "From company to business group: Business diversification in business families. ".

Alejandro Escribá, professor at the University of Valencia and director of CEFUV, introduced the breakfast by pointing out that there are more and more frequent cases in which family businesses, or business families, are venturing into new areas of activity through business diversification. The knowledge of case studies on strategic diversification decisions and on the particularities of managing diversified business groups.

In order to analyse this type of reality, a colloquium was held with the participation of María José López Peidró (Operations Director of Chozas Carrascal) and David Benavent Gavidia (Deputy Director of Mora Packaging and Financial Director and Board Member of IFM). Through their experiences and reflections, they addressed practical questions related to the when, why and how of this type of business strategies, both from the perspective of the company and from the approach of the owner family.

The company Mora Packaging (Cartonajes Mora S.A.) is part of a family business group, managed by the second generation of the family and made up of 10 companies. Mora Packaging is in full transformation, repositioning the company on three fundamental pillars: packaging, service and sustainability. Mora Packaging combines the experience of Cartonajes Mora with the youth and training of the new generations, who are committed to sustainability and the latest technologies.

On the other hand, Chozas Carrascal is a Valencian family winery, currently managed by the second generation of the López Peidró family, which has diversified its activities into wine tourism, wine spa and cosmetics, based on the antioxidant properties of wine. He also owns the small Domaine de Montahuc winery in the birthplace of small-grain muscat, Saint-Jean-de-Minervois.

During the colloquium, the speakers discussed the most important aspects of successful strategic diversification actions, so that they contribute to the development and growth of the family business, bringing stability, risk reduction and the expansion of opportunities and synergies.

• 
• 
• 
•