The journey of Juan Carlos Cotella is an inspiring example of how resilience, vision, and commitment can lead an agronomist to become a prominent director of agribusinesses. Through an interview with Agrositio, Juan Carlos shared his experiences and reflections on the challenges and lessons learned throughout his career. This article aims to break down his teachings and offer guidance to those aspiring to follow in his footsteps.

<strong>Resilience as a Fundamental Pillar</strong>

Being resilient means facing challenges without giving up. The life of an agribusiness entrepreneur in Argentina is filled with obstacles; however, he emphasizes that resilience not only involves confronting external circumstances but also navigating the various factors that arise throughout one’s career. One is not born an entrepreneur; it is a skill that develops and improves over time. In this process, the key is to never give up and to persevere, learning to “ride the wave” creatively and sometimes reactively.

Resilience is not only reflected in the ability to persevere but also in the capacity to generate wealth not only for oneself but also for the community. This involves empowering others and creating an environment where everyone can thrive. In his case, this translates into investing in the knowledge and skills of his employees.

<strong>Challenges and Opportunities in Agriculture</strong>

Cotella has chosen to focus on high-quality agriculture, a highly competitive market in Argentina. This approach has presented both advantages and challenges. The key has been to leverage the unique opportunities that Argentina offers, despite its difficulties. This includes developing innovative and sustainable solutions that benefit both his company and the local community.

Sustainability is a long-term process that requires the constant creation of value and wealth. It’s not just about producing, but doing so in a way that enhances the lives of all involved. This implies a continuous commitment to improving the working and living conditions of his employees, as well as innovating in agricultural practices.

Although conditions are highly variable, Juan Carlos trusts in his team’s abilities and their capacity to adapt to any situation. His approach is to build value regardless of the political or economic context, focusing on creating favorable conditions for the sustainable development of his company.

<strong>Corporate Culture</strong>

Juan Carlos, as the founder of his company, started from scratch. His personal motto, “every day, all day,” reflects his dedication and the constant effort he has put into building his business. In the early stages, he faced numerous limitations: a lack of resources, specialized knowledge, adequate work equipment, and financing. He faced these challenges with perseverance, acknowledging that many entrepreneurs build their success over many years, and his experience has been no exception.

His training as an agronomist and his passion for the industry have kept him involved in every aspect of the business. He enjoys the contact with nature and the direct supervision of operations, always seeking to contribute ideas, solve problems, and empower his team with the tools they need to make informed decisions.

One of his notable achievements has been the integration of digital agriculture tools, which have significantly improved the skills of his employees. These tools allow workers to manage tasks from their mobile phones, identify weeds and pests, and manage crops more effectively. This approach not only elevates the quality of work but also allows for offering salaries above the market rate, demonstrating that knowledge and quality are fundamental aspects of business success and sustainability.

His goal is to create a work environment where his employees feel valued and motivated to contribute to the company’s success.

<strong>Delegating and Being Present</strong>

The process of delegation is essential in business management, and for Juan Carlos Cotella, it’s not a matter of difficulty but of strategy. His approach to delegation is aimed at optimizing processes and maximizing productivity, not only for his employees but also for the business as a whole.

When he visits different activities and processes in the field, his goal is to make meaningful contributions that improve productivity and the quality of life of his employees. This includes implementing technologies and practices that not only optimize working time but also add value to the company.

In his view, effective delegation does not mean being absent. He considers that a crucial part of his role is to be present and actively contribute to the process. He encourages his employees to learn through experimentation and error, understanding that this is an effective method for growth and continuous improvement. Current digital tools allow his employees to try new solutions, make mistakes, and adjust their methods to achieve more efficient results. Cotella oversees this process, ensuring that the information collected is accurate and useful for strategic decision-making.

<strong>Conclusion</strong>

Juan Carlos Cotella demonstrates that business strength lies in adapting and evolving, staying close to operations, and empowering the team. His focus on continuous improvement and education underscores that effective delegation involves contributing to the value and efficiency of processes. His story teaches us that true success is built through constant effort, learning, and a strong commitment to excellence.