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SEMSA 2012. Seville


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A day of immersion to reflect about the challenges that affect our companies, with the main Food Chain players

Seminario Alimentario SEMSA 12

Sing up

SEMSA 12. Seminario Alimentario

Searching value in the Food Chain

Ignacio Somalo

Session: Case

Changing the approach:
Go from theory to action;
From the concepts to the experiences and the business models


Pete Blackshaw, Global Head of Digital Strategy

Pete Blackshaw


Restalia Case

Carlos Perez Tenorio


Internationalize to overcome crisis
Roundtable Discussion

Grupo SiroRussian Standard

El Hostal

Seminario Alimentario SEMSA 12

Carried out with the support of the Advisory Board of the Food Chain and Agribusiness Department

San Telmo Alumni:

- Come back to Seville and bring yourself-to-date with new Cases

- Reunite with friends and colleagues

If you still do not know San Telmo:

- A different forum with a debate of real Cases and its main characters

- A tasting of one day with other Food Chain leaders

Faculty SEMSA 2012

Claustro SEMSA 12. Seminario Alimentario

Price: 740 €

Alumni not part of the Members Group -10%: 660 €

Fellows of the Members Group of San Telmo/IESE -25%: 550€

Past editions contents and images




1. A day of immersion to think about the challenges that affect our companies, with the main Food Chain players.

2. Top level and private discussion forum to talk about business and make business in the Food Chain.

3. Unique opportunity to debate new Cases about leading companies in the food sector.

4. Colloquium with the Cases’ main characters and international experts.

5. It groups companies from all the sectors of the Food Chain: production, manufacturer, distribution channels and related services.

6. Meeting and updating point for more than 3.000 Alumni of the Agribusiness Programmes, also open to other executives of the Food Chain.

7. During 11 editions, more than 640 business owners and top managers from Spain and Portugal have attended.




The current situation is testing the business models of the Spanish food and beverage companies. The market is suffering from price pressures that are aggravated by the lethargy on consumption. It is difficult to market goods in a concentrated retail distribution that favours high-turnover products. Consumers are cautious and thrifty, but they also increasingly feel more comfortable in the digital field. Social Networks are endowing consumers the power to prescribe and to influence over brand image, unknown power until now.

This setting presents a complicated environment, but also great opportunities. It is necessary to reduce costs and improve the efficiency on the processes, as well as explore new markets or channels (international or digital) in order to reach new consumers. The internationalization is already a priority in the executives’ agenda, not only as means of searching new markets but also to acquire global competitive advantages. In addition, understanding the digital revolution and its impact on our companies and on the Food Chain is ever more necessary. SEMSA 2012 gives an opportunity to reflect on these issues and develop practical and useful ideas and conclusions:


Growing up during crisis: low-cost, diversification and internalization:

Is it possible to grow during crisis? The low-cost trend: has it come to stay? How have others achieved it? What opportunities do international markets offer? Why is it necessary to become international in order to be more competitive? What difficulties must one face in an internationalization process? What capabilities are required?

The digital revolution; a new market and a new way of doing business:

Will the food e-commerce finally take off? Is it time to sell directly to the consumer? How will the new digital environment affect the brands and their relationship with consumers? What strategy does my company should apply towards Social Media


SEMSA 2012

SEMSA Seminar is an annual discussion forum for the Top Management. Its objective is to think about the challenge to compete and generate value in the Food Chain companies, by analysing the business models of the leading companies and exchanging experiences, ideas and points of view.

It uses teaching tools such as the Case Method, conferences-colloquiums and roundtable discussions. The Cases that are discussed in SEMSA are always new and specifically selected to address the Seminar’s theme. After the discussion, the Cases' main characters participate in the debate with the participants.

SEMSA offers a unique opportunity to analyse the business challenges that the companies of the Food Chain are facing, to receive practical action ideas to address them and to establish top level business relations. SEMSA Seminar sums 12 editions and 740 participants from Spain and Portugal. 

The registration fee includes teaching material, breakfast, coffee and lunch. It is eligible for the subsidy of the Tripartite Foundation in



It is designed and intended for business owners, CxO-level executives and members of the Board of Directors who have the responsibility of defining or influencing the corporate strategy at companies participating in the Food Chain:

  • The agricultural sector (agriculture, livestock and fishing)
  • Food processing industry
  • Wholesale and retail distribution channels including the food service industry
  • Auxiliary sectors related to the Food Chain (logistics, biotech, consultancy, agricultural and industrial supplies, financial institutions and venture capitalists, …)

The admission is subject of approval by the Admissions Committee, depending on the necessary experience requisites.


The Case Method is an active and very practical teaching method that is used by the main Business Schools worldwide. A ‘Case’ is, essentially, a description of a real and complex business situation where different issues are posed, similar to the ones the Top Management members face with their companies on their daily tasks or at some point in their professional career. This teaching method allows to naturally develop executive and managerial skills. The Case Method is structured in three working stages:

  1. Individual Study. Each participant must previously study the Case, making an in-depth analysis of the situation in order to define the problems that are presented and choose, among the different courses of action, the one that seems most appropriate.
  2. Team-work Meeting. The participants meet in small groups that operate as a Board of Directors. In this meeting they expose their points of view and the conclusions they have previously reached during the individual study, contrasting their opinions with the rest of the group.
  3. General Session. Finally, the general session takes place, directed by a professor that leads the discussion so that it progresses with methodological order and rigour. Each participant ratifies or modifies their point of view about the situation that the Case exposed.

Note: In order to take full advantage of the Seminar’s sessions, it is essential to study the academic material that will be previously sent to those who confirm their attendance.

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