Ebro Puleva

Ebro Puleva, once the largest sugar company in Spain, has become the world’s largest rice packaging company and the second largest pasta company through a series of international acquisitions. In 2009, after the sale of the sugar business, President Antonio Hernández Callejas must decide how to proceed. Specifically, the question arises as to whether the company should sell its dairy business, which is limited to Spain. The case looks at the company’s brand strategy, integration approach, and organizational structure that is used to run a global business. The case also describes several changes in consumer behavior and food retailing triggered by the global financial crisis.

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