
Fernando Usera is an industrial engineer, ex-corporate, ex-founder of an energy retailer that billed €113 million — and from which his own partners ousted him without having paid him a single euro yet, five years later. Today he grows and sells real food in Madrid with Supernormal, the grocery store he set up with his wife and his sister from a rented farm in El Tiétar. In this episode there's no self-help and no LinkedIn quotes. There are tomatoes harvested green and sold as ripe, middlemen who keep the farmer's margin, a badly drafted shareholders' agreement that has cost years of litigation, and a farmer who wants to leave and puts the soul of the project at risk.

An industrial engineer from ICAI, Fernando first became an entrepreneur with Alterna Energía, an energy retailer that came to bill €113 million and operate through more than 500 Phone House stores in Spain. After a forced exit and an ongoing legal process, he founded Supernormal with his wife Almudena and his sister Inés: three stores in Madrid, in-house production in El Tiétar and a network of small organic producers. His thesis: food has to taste good, and for that you have to control everything from the field to the counter.
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