In a recent interview with Agroestrategas TV, we had the privilege of hearing the inspiring story of Adrián Favre and Guillermo Barbieri, cousins and directors of the agricultural company Altuy SA. The conversation highlighted how a family business can transcend generations and become a model of modern, resilient, and future-focused management.
The Generational Transition: A Bridge Between Past and Future
Adrián shared how, at the age of 22, he decided to join the family business after a conversation with his father. At that time, Altuy was a company with traditional foundations, but Adrián saw the need to innovate and professionalize management. From implementing clear financial systems to venturing into agriculture in a region where this practice was scarce, the journey was full of lessons and key decisions.
Guillermo, who joined later after a career in the corporate world, found in Altuy an opportunity to reconnect with his family roots and apply his experience in systems and processes to an entirely new environment. Both cousins emphasized how continuous learning and humility were essential in building a sustainable management model.
The Power of Family in Business
A key aspect of the interview was the importance of family values in business management. Adrián and Guillermo emphasized that one of Altuy’s greatest achievements has been forming a management committee that includes family members. This space not only facilitates strategic decision-making but also ensures continuity and representation of all family branches.
The transition to the third generation was not easy, but the key was open communication and recognizing the role of each member. Guillermo mentioned how his involvement helped balance the representation of family branches, something they considered crucial for long-term success.
Strategy as a Verb: Designing the Future
One of the most resonant concepts in the interview was “strategy as a verb.” Inspired by leaders like Gustavo Grobocopatel and Oscar Alvarado, Adrián and Guillermo explained how they have transformed strategic planning into a continuous action. This approach allows them to adapt to environmental changes, learn from experience, and continue pursuing shared dreams.
Adrián summed it up with a memorable phrase: “A dream is not just imagining the future, but working day by day to make it a reality.” In this context, Altuy has designed a plan through 2030, a horizon that combines ambitious aspirations with concrete steps.
The Legacy of the Fourth Generation
Looking to the future, the directors have started involving the fourth generation in the business process. Although some members have interests and careers outside the company, Altuy’s philosophy is clear: to form responsible shareholders who understand their rights and duties. This approach ensures that the family legacy continues to be a source of pride and sustainability.
The story of Altuy is a reminder of how family businesses can be a transformative force when combining tradition, innovation, and a clear vision for the future. Adrián and Guillermo have shown that, with dialogue, humility, and a strong sense of purpose, it is possible to overcome challenges and build something that transcends generations.
At Simpleza, we celebrate and admire stories like this, which inspire and teach us the true meaning of strategy in action.
