IBERSOL • 2023 Integrated Management Report

STRATEGIC FRAMEWORK Ensuring good experiences and focusing on the relationship with the consumer Customers are the Ibersol Group’s raison d’être , and so they are at the centre of brand strategy. Consumers are increasingly demanding when it comes to the experi- ences that brands offer. That’s why we strive to ensure that all of them offer a diverse range of experiences in terms of quality and flavour. We try to satisfy our customers’ expectations, predicting trends, ad- dressing needs, and presenting them with increasingly solid value pro- posals. From breakfast to dinner, during the week or at the weekend, we are present at every moment of consumption, on a wide variety of occa- sions, endeavouring to provide our customers with moments of well- being combined with a balanced diet. Developing and valuing our staff The Ibersol Group is one of themost important employers in its sector, in the markets in which it operates. In this sense, it considers the constant development and valuing of its employees an important part of its mission, which is achieved through the proposal and implementation of a strategy that promotes the attraction of better skills, training and continuous development. To fulfil this mission, it promotes a culture of learning, which contributes to employee development and drives talent retention, increased productivity and improved overall results for the organisation. It invests in initial training programmes, structuring careers, carried out through its digital platform “Ibersol Academy”, in a format that combines e-learning with on-the-job training, which is crucial for transmitting the company’s values and guiding principles, as well as the knowledge and skills that are fundamental for integrating employees into their jobs. Every year, it offers a wide range of training courses in response to the development needs identified by the Performance Management System, given by specialised external or internal trainers, enabling the continuous development of employees and establishing a solid base for their personal and professional growth. 40