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Fernando Usera
#19

The organic-food fraud

Fernando Usera · CEO de Supernormal

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.

Fernando Usera
[ About Fernando Usera ]

Fernando Usera

CEO de Supernormal

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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