The eighth book signed by Carlos Moro, ‘Pasión por la tierra, pasión por la empresa’ (‘Passionate about the land, passionate about the business’; Deusto Publishing House) was released at the Delibes Hall of Calderón Theatre in Valladolid, within the framework of a new event of Aula de Cultura de El Norte de Castilla. Carlos Moro combined strategic tips with autobiographical data from his early days as a businessman: ‘The most important thing is knowledge, not only about regulations and procedures but also about what everyone does and what concerns they have,’ he said. Fernando Conde, director at El Aula, and Carlos Aganzo, Institutional Relations director at El Norte de Castilla, coordinated the book release with a three-person round table.
In his work, Carlos Moro recounts an uncertain adventure he embarked on thirty years ago, in 1988: Revamping the family tradition of cultivating vineyards and turning into a winemaker. He shares the keys and secrets of the success of a company deeply rooted in the land, but also profoundly innovative. If I had to sum up his work in two words, those would be ‘passion’ and ‘excellence’.