Solubles Instantaneos C.A.: A Family Heritage, Looking to the Future
In July 2017, Jorge Salcedo-Benitez was reflecting on his first decade as president of Solubles Instantaneos C.A. (SICA). Under his leadership, SICA had retained ownership of two leading brands of instant coffee in Ecuador: Don Caf and Caf Oro. As his descendants prepared to take the helm, Salcedo-Benitez wondered whether the company was still headed in the right direction. Giants like Nestl S.A. dominated the markets elsewhere, in part by consolidating small, family-owned operations such as his own. Salcedo-Benitez wondered whether it was time to seek new markets, develop new products, or update the brand image; yet he was hesitant to make large strategic moves while his sons were still preparing to take the helm. Nathaniel Lupton is affiliated with University of Lethbridge.