On the occasion of its 15th anniversary at Laqtia, Patricia López Morón, Head of Administration and Marketing, explains how these years have been in the company and the company’s next projects.
In February 2025 you will celebrate 15 years as part of the Laqtia family. How are your beginnings and what has been your career to date?
Last February I proudly celebrated my 15 years as part of the Laqtia family. My beginnings in the company were as an administrative assistant, where I had the opportunity to learn and grow professionally. From the beginning, I felt welcomed by a committed team, which motivated me to give my best every day.
Throughout these years, I have been fortunate to take on different roles and responsibilities, which has allowed me to develop a comprehensive vision of the business and contribute significantly to our growth, and each experience has been an opportunity to learn and improve. Today, as head of Administration and Marketing, I feel grateful for the path traveled and satisfied with the challenges and opportunities that the future holds for us. Laqtia has not only been a place to work, but a true family that has supported me every step of the way.
What does your work as head of Administration and Marketing consist of?
My work focuses on coordinating and supervising various key activities for the operation and growth of the company. In the Administration area, I am in charge of managing financial resources, ensuring compliance with regulations and optimizing internal processes to improve operational efficiency.
As for Marketing, my role involves developing and executing strategies that strengthen our presence in the market and promote our products: social networks, articles for magazines or organization of the most important international fairs in the sector. In addition, I work closely with the Sales team in order to ensure Laqtia’s strategic objectives and contribute to the company’s continued success.
What have these 15 years of experience at Laqtia meant on a personal and professional level?
These 15 years at Laqtia have been an incredible experience both personally and professionally. Personally, I have grown and learned a lot, developing skills and knowledge that have allowed me to face challenges with confidence. I have formed valuable relationships with colleagues I consider friends and have enjoyed a work environment that has motivated me to do my best.
Professionally, I have had the opportunity to assume various roles and responsibilities that have allowed me to contribute to the growth of the company. Each project and each challenge has been an opportunity to learn and improve.
In your opinion, what is it that makes Laqtia’s products so successful? What is your favorite product?
I believe that the success of Laqtia’s products is due to several key factors. First, quality is our priority. We make sure to use the best ingredients and production processes to deliver products that meet our customers’ expectations. Second, constant innovation allows us to adapt to market trends and offer innovative solutions. In addition, customer engagement is critical; We listen to your needs and adjust our products accordingly.
My favorite product is the Matcha Latte. It is a delicious and healthy drink that combines the benefits of matcha tea with the creaminess of milk. It is characterized by its flavor, texture and versatility (it can be drunk both hot and cold). On the other hand, it offers a variety of health benefits, as it is rich in antioxidants, increases energy and memory, and strengthens the immune system.
This March you will be present at HIP. What products are you going to present and what do you expect from this edition?
Indeed, from March 10 to 12 we will be at HIP. Laqtia will present a stand with three environments to differentiate the business division with the purpose of expanding into new sectors.
We will introduce new and different flavors in the vending machines such as Matcha Latte, Cookies & Cream and Carmen Salted Caramel in the range of food preparations based on milk and coffee. In the hospitality industry, frappes like syrups to accompany them. In the case of nursing homes and geriatrics: chicory with oats and coarse-grained semi-skimmed milk.
We hope that this edition of HIP will be an excellent opportunity to connect with professionals in the sector, showcase our latest innovations and receive valuable feedback. We believe that HIP can become our go-to trade show in Spain, and we are excited to share all that Laqtia has to offer.
What role do sustainability policies play in the company?
They play a fundamental role in Laqtia. The company is committed to having a positive impact in the economic, social and environmental fields.
The key points we meet are:
• Quality and Fair Trade: Laqtia manufactures its products under the motto ‘Honest instant drinks’, ensuring quality and fair conditions for all participants in the production chain. In addition, the Laqtia Roots range of soluble drinks is FairTrade FairTrade certified.
• Social Commitment: Laqtia focuses on improving the lives of its workers, applying work-life balance measures, and offering continuous training. In addition, it collaborates with various organizations and NGOs to contribute to the improvement of society.
• Environmental Responsibility: the company works to reduce its environmental impact, complying with environmental regulations and using resources efficiently. It also makes BIO products with ingredients from organic farming, free of chemicals.
These policies reflect Laqtia’s commitment to sustainable and responsible growth, benefiting everyone involved, from employees to customers and society at large.
How is the vending, OCS and Horeca market changing in our country in recent years?
These three segments have undergone significant changes in Spain in recent years, driven by various trends and advances. Highlights:
• The sector has seen increasing professionalization, with companies investing in the training and development of their employees to improve service quality and operational efficiency.
• The adoption of advanced technologies has been key. Vending machines now incorporate contactless payment systems, artificial intelligence to personalize the product offering, and inventory optimization. In addition, digitalization has made it easier to manage and maintain machines.
• Sustainability has become a priority. Many companies in the sector are adopting renewable energy and environmental management systems to reduce their climate impact, as well as many vending machines are adopting recyclable materials. Some even have the ability to recycle packaging directly. More environmentally friendly products and packaging are also being developed.
• The demand for healthy products has increased considerably. Consumers are looking for more nutritious and balanced options, which has led to a greater supply of healthy foods and beverages in vending machines.
To what extent does the issue of the cost of raw materials affect you? What is the current situation?
Raw materials are the company’s main cost line, so their evolution directly affects profitability. Consequently, it is one of the main elements to consider in the establishment of our pricing strategy and, therefore, in the relationship with customers.
At Laqtia we are very clear that maintaining a strict margin policy is essential for the sustainability of the company in the long term, but there are times, such as 2022 or as it has been since mid-2024 with cocoa and coffee, when we have to combine looking for the best possible prices with ensuring supply, maintaining product quality and helping to minimize the impact on our customers. It is a real challenge, but we believe that in the most critical moments we have achieved it, and with their loyalty our customers have corroborated it.
As for your facilities and manufacturing processes, there have been changes in recent times. What new actions would you highlight?
Laqtia has made significant changes to its facilities and manufacturing processes to adapt to growing demand and stay at the forefront of innovation. The company has expanded its factory to increase its production capacity and respond to growing demand both domestically and internationally. This expansion has been carried out in two phases, adding new granulation capacity and expanding existing production lines.
New lines dedicated to products such as soluble cocoa, cappuccino and other instant drinks have been added. This has not only increased operational efficiency, but also ensures that Laqtia is able to meet the quality and volume expectations of its customers in more than 43 countries. We have also implemented advanced technologies to optimize manufacturing processes, improving efficiency and reducing environmental impact.
These actions reflect Laqtia’s commitment to excellence and innovation, ensuring that the company can continue to lead the instant beverage market.
What is the value of training within Laqtia?
Continuous training is a fundamental pillar. Laqtia considers training as a key tool to improve the lives of its employees, promoting work-life balance measures. This approach not only benefits workers, but also contributes to the quality and efficiency of the company as a whole.
The work environment is characterized by being positive and focused on well-being. The company strives to create an environment where workers’ rights are respected and work-life balance measures are promoted. Training and motivation are key aspects of our company culture.
What are Laqtia’s challenges for 2025?
Some of the challenges could include:
• Reduce the carbon footprint and manage waste efficiently.
• Adopt new technologies to improve production and product traceability.
• Face competition from both large companies and local producers.
• Comply with European and national regulations in terms of food safety and labelling.
• Adapt to consumer trends, such as the demand for organic and lactose-free dairy products.
In terms of strategies:
• Develop new products and improve production processes through research and development.
• Implement sustainable practices, such as the use of renewable energy and waste reduction.
• Use digital technologies to optimize the supply chain and improve operational efficiency.
• Expand the range of products to include healthy options adapted to different dietary needs.
• Strengthen the brand and improve communication with consumers through effective marketing campaigns.
These strategies can help us meet market challenges and stay competitive in an ever-changing environment.
Do you plan to enter new countries or introduce new products soon?
Yes. We continue to consolidate our international presence. Currently, our products are available in 43 countries, with significant growth in markets such as France, the United Kingdom, Latin America and the Middle East. This growth reflects the hard work and dedication of the team, as well as the exceptional quality of our products.
In terms of new products, as I have indicated in other lines, Laqtia will present its latest innovations at HIP 2025 (Madrid).
What trends are expected in the field of dairy products in the short-medium term?
By 2025, several key trends are expected.
• Functional dairy products. Consumers are increasingly looking for products that offer additional health benefits, such as yogurts fortified with probiotics and prebiotics to improve digestive health, as well as milks with additives such as Omega-3 and vitamin D.
• Plant-based dairy and hybrids. Demand for dairy alternatives continues to grow, driven by environmental and health concerns. This includes hybrid products that combine traditional dairy with plant-based products.
• Sustainability and eco-friendly packaging. The dairy industry is focused on reducing its carbon footprint and using more sustainable packaging.
• Digitalization. The adoption of digital technologies to optimize production and marketing.
• Personalization and micro-segmentation. Personalised dairy products, adapted to the specific needs of consumers.
• New flavours and formats. Innovation in modern flavors and formats to appeal to different consumer segments.
These trends reflect a focus on health, sustainability and innovation, adapting to changing consumer preferences.
