During a severe 1982 economic crisis when Roberto Servitje served as General Director, the company found itself in a full-blown expansive phase. He strived to “continue producing more, so people wouldn’t lose their jobs” recalls Roberto Servitje Achútegui, Servitje’s son. 

And that’s what happened. By 1985, Grupo Bimbo divisions were elaborating more than 200 products. After reaching its 40th anniversary, Bimbo defined four key future-growth factors: productivity, quality, market share and new technology.