Full name: Jaime Boville
Role: Vice President of The Haciendas Company
DOB: 30/06/1959
Birthplace: Madrid
Twitter: @HaciendaZorita
Website: http://the-haciendas.com/
Fun Fact: “I collect different types of mushrooms and trek through mountains and forests to find them.”
In a nutshell, please tell us The Haciendas Company is all about?
The Haciendas Company symbolises Spain.
Our core business is premium Spanish wines under the umbrella brand, the Marqués de la Concordia Family of Wines, together with luxury hospitality at our 5 star Hacienda Zorita Wine Hotel & Spa located in the Duero Valley, delicious Spanish cuisine at our Zorita’s Kitchen eateries in London, Madrid and Salamanca, along with a range of award winning organic and natural fine foods produced on our Hacienda Zorita Organic Farm.
Our philosophy is to achieve harmony, “Concordia”, between the best of the old and new worlds, between tradition and innovation, between the best of the land and nature and the best of modernity. We apply this spirit to our hotels, restaurants, foods, and of course our wine.
Could you tell us a little about your backstory and how you came to where you are today?
For nearly 20 years my professional life was in Madrid. First in law, then in advertising and communication in which I founded and directed several companies. Back then I only had an amateur relationship with wine and food.
In 2002 at an alumni celebration of Colegio del Pilar in Madrid, I reconnected with Victor Redondo, a friend and classmate for 11 years (from 6 to 17 years old). From that day we recommenced our relationship and Victor told me about his newly launched project, The Haciendas Company.
What he told me about the project sounded spectacular. With Victor, I then visited the various haciendas of the company in the Duero Valley: Ribera del Duero, Rueda, Natural Reserve in Arribes del Duero and Salamanca. After this I fell in love with the project.
In 2004 Victor invited me to join the company in Salamanca (the capital of the Duero Valley) to help develop The Haciendas Company’s vision. My enthusiasm convinced my wife and we moved along with our three children to start a new personal and professional life in Salamanca.
Since then I have discovered a whole new world and what is now my greatest passion.
You’re chair of Slow Food Duero Valley; what does that entail?
In 2011, I was appointed President of the Slow Food Duero Valley Association. Slow Food works to defend regional traditions, good food, gastronomic pleasure and a slow pace of life, championing a good, clean and fair lifestyle.
For the last four years I have been working to help with the recovery of local species and varieties of extraordinary quality that are in danger of extinction because they are slow growth products, often with lower profitability compared to those used by the multinational food companies.
At our Hacienda Zorita Organic Farm for example, to help save the local endangered Verata goat, we developed a special cheese made from its milk. We are also fighting for the recovery of traditional grape varieties in our region such as Rufete and Bruñal.
We incorporate these local products into our offerings from Zorita’s Kitchen, and also encourage restaurants in the area to include these offerings, increasing the quality and differentiation of their dishes.
The Haciendas Company tries to recover the tradition of the old Spanish haciendas, where each had vineyards, olive trees, sheep, black pigs, orchards, cereals….and all produced wine, oil, meats, cheeses for food (and if there were any left over, for trade).
Besides that, the Spanish haciendas were always characterised for their hospitality, they opened their doors to welcome the traveller providing them with a bed and food.
Where do you see Spanish food and drink going in the next few years? Any trends or things you think we should be looking out for? Are the Spanish still as passionate about food & drink as I remember?
Spanish cuisine is on the right path as shown by the most prestigious international rankings for gastronomy, in which a number of Spanish restaurants and chefs take the top places each year. In the World’s 50 Best Restaurants ranking, Spain holds the no 1 position and 5 position within the top 20.
In addition to the rich cuisine and vanguard, for years there has been a very important trend in restaurants – a clear commitment to quality. Thus in all cities in Spain you can find many restaurants and gastropubs with a range of quality and creative cuisine which are still very reasonably priced.
As for the Spaniards, the passion for good food, good wines and other good beverages is increasing, there have been great improvements in local craft beers, cocktails, vermouth etc. In any city in this country you can try something different daily, new beverages, new dishes -let yourself be surprised.
What’s a ‘day in your life’ like? Could you give us an insight into the slow food movement and The Haciendas Company?
I’m Vice President of The Haciendas Company, therefore I participate in strategic decisions, but my day to day role is to act as Brand Ambassador of the company and President of the Slow Food Duero Valley Association.
My main function is to discover the secrets and the magic hidden in good food and good wines and their connection with earth and nature. For this I must attend many events in Spain and in the rest of the world. A good part of my job is to carefully prepare these events and another is keep in touch as long as I can, with the origin of foods and products, where they are grown, and also with those who produce them.
The Slow Food Movement seeks to raise awareness for good, clean and fair nutrition. Also to fight for the recovery of species and traditional varieties in danger of extinction, many of which have been lost as a result of the “Fast Food” philosophy of achieving the highest profitability in the shortest possible time.
The Haciendas Company is clearly committed to the Slow Food philosophy which not only refers to food but also to a lifestyle; to enjoy the authentic, to take a break from everything.
Who’s the person who’s most inspired you in your work – food industry or otherwise? Is there anyone that you draw inspiration or strength from? Do you have any specific culinary influences?
People who inspire me in my personal and professional life are those who constantly strive to do good either with their work or dedication to others, with a positive attitude, a pursuit of excellence, a determination to be and do things better every day. People who never give up, and do it all of this with joy and humility.
Of those exceptional people I have close examples like my mother, my wife, some of my friends, and also public figures such as Mother Teresa and Rafael Nadal.
What’s the biggest challenge you’ve had, how did you overcome it, and what did you learn from it?
One of the biggest professional challenges that I’ve had to face is to perform my work in English – not my native tongue and of which I have very limited knowledge. But our company is multinational: more than 60% of our business is conducted in international markets and therefore our partners, distributors, importers and investors use English to communicate.
I had no choice but to learn how to be able to explain our business, our philosophy, our spirit and the excellence of our products and services in English, whilst being able to convey all of this in a certain way. Not only to educate people about our projects, but ensure that they fall in love with them!
What do you enjoy most and least about what you do?
What I enjoy the most is the contact with people; getting to know different places, their nature, culture, tradition, products and cuisine. Also, the sense of fulfilled duty and the peace and joy I feel after my work is completed.
What I enjoy least are some aspects of travelling, especially the long waits at the airports, controls and stress which are always associated with this. I do not like being away from my home and my family for long periods of time.
What advice would you give to aspiring food entrepreneurs who’d want the kind of results that you’ve had?
Bet only on quality projects and products with which you identify and believe in wholeheartedly. Based on that, work every day to improve and achieve excellence in every aspect, be not discouraged by the difficulties and adversities, correct your mistakes and build on your strengths.
If you weren’t doing what you do now, what would you be doing instead?
I love education and teaching and I wish I could help children, youth and adults to discover the exciting adventure of life and the resources that we all have within us – the things that help us become the best version of ourselves.
If you could cook anything for anyone, anywhere you chose – who would you pick, and where would you do it?
I would choose the major world leaders (Obama, Cameron, Merkel, Pope Francisco, Putin…) to gather in the countryside, for example in the Sierra de Salamanca, or in our Hacienda Zorita Natural Reserve (in Arribes de Duero), both Biosphere Reserve areas of incomparable beauty.
I would ask them to turn off their mobile phones and any external communication and that only one issue to be discussed during the day…how to end hunger in the world once and for all.
If you could get anyone to try your foods (fictional or real, living or dead) who would you pick and which of the products would you like them to try?
I am passionate about literature so I would love to invite the greatest novelist of all time, Miguel de Cervantes, the author of Don Quixote, to chat with me about his extraordinary life and have dinner.
I think the best way to get him to talk would be offer a simple meal but with excellent products: Iberian ham and cheese made from raw milk, our Extra Virgin Olive Oil for dressing a nice salad, some local vegetables and spring lamb.
And for dessert I would surprise him with chestnut cake and cherry jam…
What’s your ultimate aim and goal for the business? If you could achieve anything with it, what would you pick?
To extend our Hacienda Zorita concepts of the “Warehouse” and “Zorita’s Kitchen” to the best locations in the main cities of the world.
And we always ask three customary ridiculous questions…
If you had to employ any Game Of Thrones (TV series) character to come and work with you guys, who would you pick, and why?
I must admit I don’t watch Game of Thrones but I am a fan of The Lord of the Rings, and from these characters I would certainly choose Sam Gamgee as a partner and as a friend. I choose him because he represents the bravery, loyalty, faith, perseverance, commitment, generosity, strength, honesty and humility.
For me, Sam is the real hero of the story, with people like him you can go to the end of the world.
You have acquired a pet T-Rex and are morally obliged to look after it. It is 13 ft tall at the hips, eats half a ton of raw meat a day, and likes taking long walks. What would you call it and what would you do to keep it entertained and housed?
I’ll call him ‘Teeny’ and for his entertainment, not surprisingly, I will give him a Smartphone and a football. [Ed: lol]
If The Haciendas Company was forced to change from a purveyor of delicious foods into martial arts dojo, what style would you guys teach and what music would you play in your gym to get people fired up?
I no nothing about martial arts, and I don’t think I would work on that project! I’d rather teach golf with Mark Knopfler’s music.