Vision, mission and values

We are the sum of our individual dreams and efforts

Our 2030 Vision and Values


We want to be globally recognised as people passionate about transforming cereals into excellent and innovative foods, working with our clients, colleagues, farmers and local suppliers to develop accessible products that meet consumers’ current and future needs.


Seeing as the company context has changed, we are undergoing an in-depth review process of the culture and leadership model that we need to achieve our goals. Nonetheless, there are certain values that are unique to our identity and which define us at present such as consumer focus, passion, innovation, efficiency, trust and teamwork.

Our values


The inner force that drives us on to excel ourselves, and which moves and inspires others to progress in the same way.


We encourage creativity and diversity of thought as a means of identifying ideas with the potential to be developed through innovation. This is the key to standing out in the market and being one step ahead.

Client Focus

We constantly endeavour to exceed our customers’ expectations. This process begins at the heart of our organisation by immersing our people in the company’s culture; this is then reflected naturally in the relationships we forge with our stakeholders.


We pride ourselves on our capacity to share ideas, make suggestions, listen to our colleagues and actively pursue ways of maximising our resources. It is not enough simply to do things well; we must constantly strive to do better.


We are reliable. We achieve what we commit ourselves to do and our reach exceeds our obligations. Trust is the key element of any relationship, and the cornerstone of our model.


We work as a team because it is the only way to achieve objectives that would otherwise be beyond our grasp, while at the same time enabling each team member to showcase their skills and talents. We are the sum of our individual dreams and efforts.