Experiences: Garilore SC

What is your unique selling point?

Artisanal bread and pastries. Top-quality products made with carefully selected ingredients—this is what sets us apart and makes us stand out.

A carefully planned and tailored display at the point of sale, which remains consistent (whether at the Thursday market or a one-off fair in Agurain). We place great emphasis on customer service: 100% active listening.

We typically fry doughnuts at the markets: a draw that makes it easier to engage and converse with customers.

We occasionally hire staff to work at specific markets or fairs (such as the Perretxiko Fair in May) and are very selective about their profile: they must understand and promote Garilore’s values. Often, these are family members who also participate in production and, above all, in the design and creation of new products. The foundation of our work is effort, trust, and collaboration.

What have been your biggest challenges over the past few months, and how have you overcome them?

1- We decided to build our own bakery (at home), drawing on our previous experience of over 15 years. We saw the need and the opportunity to do it on our own (with family support).

2- We clearly defined our target customer and made a firm commitment to direct sales at markets and fairs, offering a high-quality local product in a very approachable and accessible way. We know most of our customers from the Plaza de Abastos in Vitoria and Landaben in Pamplona: we know what they like and what they need, and that trust gives us the momentum to offer new products and formats, which are always very well received.

Our fluid conversation with customers ensures steady sales and reliable growth.

What new projects are you working on?

The online store for GARILORE products.

How do you envision the company in 10 years? (product line, markets, employees, etc.)

By offering new products and formats, with an additional staff member in the bakery and a baker on duty at night, we can provide bread more days of the week.

How has the Basque public sector helped you?

We appreciate the offer, but we decided not to accept your help, since the pace of the government’s administrative processes and its aid programs doesn’t keep up with our needs, and we saw it more as a hindrance.

What advice would you give to someone just starting out?

First and foremost, enthusiasm—because that’s what keeps you going. Being passionate about what you do, knowing you do it well (thanks to your accumulated experience), and listening to your customers every single day: having that ability to adapt and respond to their needs and changes.

Keeping track of the numbers is very important: both in the initial projection and in monthly follow-ups. Even more so when you have to deal with major investments like our NEW BAKERY and still maintain top-notch customer service (without letting on about the worry, the exhaustion, and the endless thoughts running through your head 24/7 about your business and your family).

To stay focused and not get bogged down, keep it simple. Start simple; things will get complicated on their own later.