Silvio Elias: the best versions of everyone to change the world

One goal and five values. Silvio Elias, founder and current CEO of the "Veritas" supermarket network, wants to change the world through food and do it through leadership, honesty, passion, impact, and kindness. He claims that all decisions at "Veritas" over the past21 years have been made based on these principles.

He was born in Barcelona in1973. He is the eldest of three brothers and claims to love Mondays. He studied at the Jesuit school of Santa Igna and graduated from Esade. After completing his studies, he started working at Arthur Andersen, where he worked for a year until the "opportunity to join the leading supermarket chain in the Netherlands, Albert Heijn," arose. He worked in the purchasing department for12 months and there he first became acquainted with ecological products.

** After returning to Barcelona in1999, he joined "Caprabo" to launch an online sales service, "in the pre-computer shopping era." The Elias family had been part of Caprabo's growth since1962, ownership of which his father acquired, becoming an advisor and CEO until in2012 "Eroski" became the full owner of the Catalan network.

In fact, the founder and president of "Veritas" explains that he has been immersed in entrepreneurship since childhood, which is why he has always been sure of what he wants to do. It was while he was at "Caprabo" that his friend from Esade, Carles Torresilla, began to tell him about a business case studying the growing demand for organic products in America. "And we started conversations that began with 'what if ... what if ...'". From these 'what if ...' scenarios and the conviction of four friends - Torresilla and Elias were joined by Josep Pont (from the Borges group) and Juan Martí Bartoli - "Veritas" was born.

On January 17, 2002, the company was founded, and on May 23 of the same year, the first store opened in the Sarrià area of Barcelona, "with unwavering support from family and the best advice from many friends: don't do it, it's very difficult; just saying that makes me want to try," he recalls.

From the very beginning, they formulated the company's goal "which has served as a compass throughout all these years," and which, as the Catalan leader mentioned during the first session of Matins Esade in this new academic year, has just been rephrased so that "all the pieces finally fit together." "The product is not always the key to success," he notes in advance.

Thus, from 2002 to 2008, they felt that they weren't finding the "right solutions": "We weren't doing anything right, and no one understood us," he adds. They realized that they needed to create demand and worked hard on it.

From 2008 to 2012, during the global economic crisis, they began to "grow impressively as families reassessed their priorities and connected with 'Veritas'." From 2012 to 2018, the company experienced a "symphony phase," during which the brand grew, but the large retail sector still did not pay attention to them. Finally, from 2018 to 2023, there was a rise in demand for eco-friendly products and new competition, although in Spain "the consumption of eco-friendly products is only 2.5%, compared to countries like Austria and Germany, where this number exceeds 11%, and Denmark with 13%."

The goal is "experiential." Now, in a new context, they have redefined this compass that guides them and want to continue changing the world through nutrition - a mission that "might mean too much responsibility for the consumer" - but now they want to do it with the "best version" of their clients. "If you are the best version of yourself every day, the world will be a better place," he argues.

The debut in Andalusia The "Veritas" expansion plan includes the opening of 20 new stores in the next three years. "We will debut in Andalusia next year and are already in talks with local producers because we want to give back to the region what it offers us," says Silvio Elias.

Currently, the group has 80 stores, plus an online store, serving over 200,000 families through two brands: "Veritas" in Catalonia, the Basque Country, Navarre, the Balearic Islands, Madrid, and Andorra, and "Ecorganic" in the Valencian Community. In 2022, the business volume reached 113 million euros, which is 5.1% more than the previous year "despite rising costs, especially for energy." They currently have no plans to expand in Europe. "It doesn't motivate me," concludes Elias.

Nevertheless, Elias is confident that the goal must be "experiential; it cannot just be a statement on paper. It's what helps you make decisions or stand out. And when this experiential intention is experienced by many people in the company, they say that the company has a soul." He does not hide the fact that companies need economic profitability because "without it, it's like a body without blood; it cannot function." "We need to make money to create jobs," he analyzes, "but ultimately, companies exist because they need to solve some problem."

Over these 21 years, "Veritas" has experienced "ups and many sleepless nights," but there has never been a desire to give it all up. "I have received a lot of support, and I feel indebted to that trust." Playing guitar, meditating, swimming, and reading help Elias release the buildup and continue to take on challenges.