After more than four decades at the helm of Eboca, its president and founder Raúl Benito hands over the executive management of the Huesca-based company to Manuel Torres. In a conversation with both, they explain how this change occurs very naturally, like everything that happens in the most recognizable vending company in Aragon. They also assure us that Raúl Benito will not disappear from the organizational chart but will now focus on aspects of innovation and representation for the company.
This is a good time to reflect on the achievements made over the years. There are many, and only someone with Benito’s character could have imagined them when he started «alone, filled only with ambition and with very few resources. But almost everything begins with a dream. I have always dreamed, and I continue to do so.»
From those solitary beginnings to a company that currently generates over 7 million euros in revenue and has a workforce of around 65 people. «In terms of personnel, we are one of the largest in Huesca capital,» points out Manuel Torres, who becomes general director after nearly 30 years with the company. He reminds us: «I joined in the summer of 1996 for a month and a half. In an operational role, and when that replacement ended, I was out on the street. But I liked it, and without even knowing him, I went to talk to Raúl to tell him I wanted to stay. And here I am. I have gone through all areas, from restocking and cleaning machines to the commercial management I have developed recently. So, I have gone through every position without shortcuts.»
Somehow, Manuel’s career reflects how Eboca has grown, as Raúl comments: «It is a project that develops slowly, in a very organic and constant manner, with people logically joining along the way. Since I started it, the team has been expanding, and it has become something very different. It is a collaborative project, and for many years, Manuel has played a very relevant role in it.»
Within the company, there is unanimous consensus for this transition. «I don’t have any elbow nudges,» explains Torres, «Raúl wants to step aside. It is seen positively that I take on this responsibility, which is a result of our management style. Here, we all have our roles; we are all leaders in our area of work. Our work organization is guided by diversifying responsibility in each role within the company. Furthermore, within the company, there are circles, somewhat like departments, with a leader who must be accountable and inform their team. The prime example would be Raúl, who with complete transparency informs employees quarterly about the operations and projects of Eboca, including the financial situation of the company, from income to open credits.»
The success of this system is evident when observing the volume of a company that today is very present in the Aragonese territory, but also in Lleida and its metropolitan area, as well as Valencia, where there is an Eboca franchise. Obviously, Manuel Torres’s objective is to continue growing and exceed 8 million euros in annual revenue. For this, Raúl Benito will continue to play a key role, already distanced from the daily operations in this new phase, having reserved equally important functions for himself: «I will particularly focus on defining strategy, protecting culture, driving innovation, and publicly representing Eboca.» These aspects are not lacking in ideas since «we are currently exploring bold possibilities for AI integration and finishing the design of a new stage in the coffee services we offer.»
It is no coincidence that Raúl Benito uses the word bold in his speech. Indeed, Eboca’s motto is to be «Bold and rebellious.» With pride, Manuel Torres tells us, «competitors pay a lot of attention to us and the technological solutions we provide. For example, we were the first to enable mobile payment in our machines.»
There are more examples that serve as a model, not only to their competitors but also to many other companies. «We are very concerned about sustainability. Thus, our coffee is not only organically grown and fair trade. Additionally, the containers we serve it in are reusable. Moreover, we have succeeded in turning the coffee grounds into fertilizer for different local crops, such as vineyards.»
Implementing new ideas, technologies, and formats has been a constant for this company for decades, always characterized by its audacity. This extends to their product catalog, starting with the most emblematic product in the vending world: coffee. For example, their commitment to offering quality coffee was bold, as they did not hesitate to import it from Colombian coffee farms in the Sierra Nevada de Santa Marta to roast it artisanally in their own roastery. It can also be considered an act of rebellion to have real milk in their machines, as highlighted by the two giant cows of Eboca, named Lorenza and Valeria. Together, they are the emblem of the brand and welcome everyone entering Huesca along the Mudéjar Highway towards northern Aragon.
In some ways, it also demonstrates their audacity and rebellion to remain true to their roots. As Raúl Benito explains: «Our headquarters is in Huesca, but we also have two operational bases to be closer to our clients. The truth is that many of the services we are providing and the ones we will incorporate shortly can be offered remotely or with low-intensity local support. Ultimately, we were born in Huesca, many of us are from Huesca, a good part of us live in Huesca, and thus we like to work from Huesca.»
