Jorge Caputto is chief executive officer of Uruguay’s largest fruit exporter Citrícola Salteña (better known as the Caputto Group) and has served as chairman of the Uruguayan Citrus Exporters Chamber since it was established in 2006. He joined the family business over 20 years ago when he worked in finance. Jorge is 41 years old and married with three children. At this year’s Eurofruit Congress Southern Hemisphere, which takes place in Punta del Este, Uruguay, on 1-3 December, he will speak about how to cope with the demands of modern fresh produce marketing.
Fruitnet.com: How did you first get into the fresh produce business?
JC: Through Caputto – the family business. We grow, source and export a wide range of citrus fruits including oranges, easy peelers, lemons and grapefruit. Caputto has supplied Europe for more than 30 years and our main export markets include the UK, Spain, the Netherlands and Russia as well as Canada and Asia. We also operate a juicing business and source blueberries for export to the US and Europe.
When did you start working for Caputto?
JC: I joined the group in 1988.
What other roles have you had at the company?
JC: When I joined the business I worked in the administration department as a finance controller. Two years later we started to create a commercial department, which I joined and where I eventually became commercial manager in 1994. Five years later, I assumed the position of general manager of the Caputto Group, and today I am chief executive officer and a director of the company.
Where did you work before?
JC: The only company I’ve ever worked for is Caputto.
What do you see as the biggest challenges facing the fresh produce industry?
JC: The increasing demand from retailers in terms of strict pesticide regulations; the very low transparency of controls; and, bearing in mind these two factors, how to remain competitive in this business.
Describe your typical day-to-day schedule?
JC: In my field of work it’s totally different every day, but when I’m not travelling most of my time is spent discussing strategies and issues with members of my team.
What’s the first thing you do when you sit down at your desk in the morning?
JC: I read my emails.
Do you prefer doing business over the telephone or via email, or both?
JC: With customers I prefer to talk by phone.
How many people are there on your team?
JC: There are approximately 20 people that take care of the main areas of the business, but in total there are 3,000 employees working at Caputto Group.
How much travelling is involved in your work?
JC: A lot!
Where have you been to lately and where are you planning to travel to next?
JC: I most recently went to Argentina – Caputto’s second-biggest source country, after Uruguay. Next, I’m going to Europe and later to the US.
What do you love in particular about your job and what, if anything, would you change?
JC: I like the business, especially the production and the commercial side. But one thing I would like to change is the logistics aspect of the industry. Every year, logistics are becoming more expensive, yet at the same time I feel they are worsening.
What do you do to unwind after a tough day at work?
JC: I enjoy sport, especially running and playing basketball. Since 2004, Caputto has coordinated a programme called ‘Salto Unido’ (Salto United) to provide educational, health, food and sporting support to the community in Salto, where we grow our citrus. One of Salto Unido’s major successes has been the development of a school basketball programme both for children in the community and for the children of Caputto’s employees.
