Meet Fernando Ortega

We were lucky to catch up with Fernando Ortega recently and have shared our conversation below.

Fernando, so excited to have you with us today. So much we can chat about, but one of the questions we are most interested in is how you have managed to keep your creativity alive.
Living intensely in my day-to-day life is a constant source of creativity for me. I often find inspiration in seemingly irrelevant things, details, or everyday objects that may not say much to others but are significant to me: a level crossing, the winding cables, a traffic sign, a pedestrian, a signboard… Looking at reality with different eyes helps a lot. And if you add music or watch a movie, you can continue dreaming with your eyes wide open. My latest idea came to me while watching the movie “Meet Joe Black.”

Appreciate the insights and wisdom. Before we dig deeper and ask you about the skills that matter and more, maybe you can tell our readers about yourself?
If there’s one brand I’m proud of, it’s ILOVEACEITE. I started this project in 2009, and in 2016, I launched the subsidiary in the United States. Almost unintentionally, I ended up staying in this country, specifically in Texas. ILOVEACEITE began with the idea of commercializing the extra virgin olive oil that my family has been producing since the 1950s in the Peal de Becerro region, in the province of Jaén, Spain. But being born in the midst of the 2.0 development, almost unintentionally, I also started exporting to other countries. In just a few months, I was exporting to more than twenty countries around the world. That’s how the trajectory of our brand in the international arena began, which was consolidated with the creation of our subsidiary in Poland in 2011 and in the United States in 2016. Everything changed since our arrival in the United States, and since then, extra virgin olive oil has been the cornerstone upon which other culinary projects revolve, such as our Spanish Cuisine catering service or our two restaurants: Rock & Tapas and Castroville Café.

There is so much advice out there about all the different skills and qualities folks need to develop in order to succeed in today’s highly competitive environment and often it can feel overwhelming. So, if we had to break it down to just the three that matter most, which three skills or qualities would you focus on?
First and foremost, I am a lawyer by profession. Understanding the legal aspects of all the projects I have been involved in has undoubtedly been of paramount importance. Secondly, I would highlight my ability to socialize and communicate, both in the 1.0 and 2.0 worlds. That’s why social media is an important tool for me, but at the same time, it’s a natural extension of my personality. And thirdly: I’ve always been quite restless, so I suppose that helps too. Thanks to this restless nature from a young age, I learned to read, write, swim, ride a bike or a motorcycle, and that shapes one’s character. I don’t feel prepared to give advice. In fact, I don’t like giving advice. I share what happens to me and learn from there. I can share experiences, and if someone believes they can derive any advice from them, they’re welcome to do so. Therefore, being oneself at all times. If this counts as advice, then so be it.

What was the most impactful thing your parents did for you?
The figure of my parents is essential to me. Thanks to their humanistic education, I had access to books from a very young age. The culture of classical Greece, Rome, poetry, history books, encyclopedias – I read them all while constantly listening to music on the radio or record player. I also shared political discussions with their friends during the time when Spain was embracing democracy. They taught me the value of commitment, effort, keeping one’s word, being honest, working hard, and respecting everything and everyone. And above all, my mother showed me what it means to be a woman, a mother, a worker, a fighter, and to remain free until the end of her days, far from the current stereotypes of supposed gender equality that are promoted.

From my father, I learned punctuality, the significance of a handshake, and a passion for classical mythology, philosophy, and politics. They also taught me to travel – to travel with my imagination through reading and later through the numerous journeys we took. They taught me to be free and to think for myself.

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