La Serenísima's New CEO Sends First Message to Milk Producers

Gonzalo Gebara, CEO of La Serenísima, has addressed the milk producers that form part of the company's supply chain in his first communication to them. The letter set out the main lines of the company's next stage and described primary production as a central part of its operations.

“At La Serenísima, we are beginning a new path, and it is a source of pride for me to take on the challenge of leading this stage,” Gebara wrote. He said the company aimed to build an ecosystem that was “larger, stronger and prepared” to keep supporting the development of Argentina's dairy industry.

The message included a section directed specifically at the producers who supply La Serenísima with raw material. Gebara wrote: “I know very well what primary production represents for La Serenísima. You and your teams are a fundamental part of our value chain.”

He also thanked the producers and their teams for their commitment and invited them to take part in the company's new stage. The communication was issued while La Serenísima, one of Argentina's leading dairy companies, is undergoing a period of transformation.

Gebara described the surrounding environment as challenging and constantly changing. He said La Serenísima had “the capabilities and resources to continue growing, reach farther and farther” and keep providing its products.

The CEO presented the company's next phase as a continuation of work already carried out rather than a start from nothing. “The best of our history brought us here. Now it is up to us to write the next chapter,” he said, concluding his message by asking producers to be protagonists in that stage.