Lorenzo Servitje (1918-2017) was a renowned businessman and philanthropist Mexican who, thanks to his vision and talent in the business world, managed to found the largest bread maker in the world, Bimbo groupwith operations in 34 countries and more than 20 billion dollars annual turnover.
His social conscience, strong values and responsibility led him to become opinion leader both on political issues and businessand today, his life and extensive career is captured in the book “Straight to the point. Life and vision of Lorenzo Servitje, founder of Bimbo.
In 332 pages, the famous journalist and writer Silvia Cherem reconstructs a new history without parallels of Don Lorenzo and at the same time, it is weaving the development of the company that has hundreds of products and brands consumed around the world.
“I met Don Lorenzo in August 1997, I wanted to interview him, delve into his life; he received me in his office in Santa Fethis was where he began to teach me about his field, without knowing it, this marked the beginning of a friendship,” said the author during the presentation of the work at the Mexico City Industrial Clubwhich marks the company’s 78th anniversary.
With the mastery and expertise that characterizes Cherem-who in 2005 was recognized with the National Journalism Award-the story is complemented with historical photographs from the archive of the Servitje familyas well as a timeline, inspirational quotes, and advice from the entrepreneur for young entrepreneurs.
“Bimbo has been the subject of study in the most prestigious business schools in the world and this book is also aimed at young entrepreneurs to inspire them and learn the key to the success of this visionary and beloved businessman,” Silvia added.
The prologue of the book Penguin publishing house is written by Daniel Servitjeson of the businessman and the current general director of the company, who during the presentation, recalled that his father “was a great human being with aspirations and beliefs, and a clear determination and commitment to achieve them,” he mentioned.
Likewise, during his speech, Daniel shared the meaning of this book, “when reading it I discovered and understood things that I barely knew or had heard, but about which I did not have enough clarity, it also helped me form my criteria,” he explained.
He also talked about the evolution of the group, of which he said, “it has evolved a lot. In the 26 years that I have been at the helm, the company is anchored in the foundations laid by the foundersbut little by little we have set sail in different geographies, today we are in four continentsin 34 countries like China and India and we continue writing history.”
Finally, he thanked all the company’s collaborators and all those who have accompanied both his father and him on this path.
The event brought together prominent figures from the Business field, restaurateur and friends of the Servitje family, such as Susana Palazuelos who attended accompanied by her husband Mario Wichtendahl, there was also the antique dealer Rodrigo Rivero Lakethe philanthropist Raquel Bessudo, Magdalena Carral, Sara Topelson, José Medina Mora, Luis Téllez among other guests. The event was broadcast live through the publisher’s social networks.