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The salvadoran brand has transformed a company with more than 40 years of history by combining its artisanal essence with innovation, adaptation and a business vision focused on growth.
Samaritana was founded in 1985 as a brand dedicated to the production of semitas, atolls, salsas and other traditional salvadoran products. Over the years it grew organically, gaining customers thanks to the quality of its products, until four years ago it was acquired by José Roberto Bucaro Candel, CEO of San Valentín, S.A. de C.V., which launched a new stage for the company.
As Bucaro explained during an interview, when he took the lead, he found a brand with great value: the experience of a team that for years had maintained artisanal processes and traditional recipes. From then on, a transformation process began that included rebranding, improvements in products, strengthening of the team and a commitment to innovation.
“What made me fall in love was that everyone did it from scratch, without compromising the quality. There was a golden jewel in the expert people making these products”, he commented.
One of the straight was able to grow without losing the artisanal essence that distinguishes Samaritana. The company has limited production to expand its capacity, maintaining manual processes and using quality ingredients to preserve authentic flavors.
Innovation became a key factor for its expansion. The company manages around 16 products and currently has between 25 and 30 lines, including semitas, salsas, personalized products and developments for third parties. Among its new projects, it highlights the fresh semita, made with fruit from local producers, as well as new proposals for salsas and products that seek to respond to market trends.
For Bucaro, one of the main advantages of Micros and Small Companies (MYPES) is their ability to adapt quickly, test new ideas and respond to the needs of consumers. This agility allowed Samaritana to innovate, adjust its products and find new opportunities for growth.
«Innovating without compromise all requires adopting micro-experimentation. It’s about failing quickly and at low cost, using each step as the ladder to make your next big achievement”, he said.
Currently, the brand has managed to expand within the country and open its way into international markets such as the United States and Europe, where its products reach countries such as Spain, the United Kingdom, Italy and Belgium.
Within this growth process, commercial allies have been fundamental. Bucaro highlighted Walmart’s role as one of its main partners to strengthen distribution and bring its products to more consumers.
As he explained, Walmart on the ground works as a sales channel, as well as an ally that opens opportunities to participate in fairs, commercial activities and present new proposals within its spaces.
“He is a partner who gives us many facilities, opens doors to any market he has. He is also open to incorporating new products and innovation”, said Bucaro.
This collaboration has allowed Samaritana to expand its reach and strengthen its presence in the national market, while continuing to develop new options for its consumers.
With a combination of tradition, innovation and capacity for adaptation, Samaritana demonstrates how MYPE can reinvent itself, grow and compete in new markets without losing the essence that lasts until then.
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