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Study Presentation

Towards a centralised, circular and semi-automated supply chain


Wednesday, April 20 at 6 pm


Balmes Auditorium (UPF Barcelona School of Management)

Estudi Ametller CAT

Since the opening of its first shop in 2001, Ametller Origen has experienced a qualitative and quantitative growth that has brought the company to more than 120 centres serving the provinces of Barcelona, Tarragona and Girona. All the logistics of the entire company have been directly affected by this increase and it has been therefore necessary to look for solutions to respond to it.

In this regard, the organisation has taken a global approach, concluding that the new supply chain must include a centralised system, with a single semi-automatic warehouse that can supply all the shops with all the products and, at the same time, enable circularity in order to return packaging and waste. This is materialised with the agroparc Penedès.

To analyse the feasibility of the project, the Sustainability Observatory of the UPF Barcelona School of Management presents the study "Ametller Origen: towards a centralised, circular and semi-automatic supply chain", carried out with the collaboration of Ametller Origen, in which the main processes of the new value chain have been observed to compare it with the current situation and assess its potential for improvement in terms of economic, environmental and social sustainability.

The event, which will be held at the UPF-BSM Auditorium on 20 April at 6 pm and can also be watched via streaming, will be introduced by the Rector of the Universitat Pompeu Fabra (UPF), Oriol Amat, followed by a speech from the Director General for Trade of the Catalan Government, Jordi Torrades, and will feature an interview with Josep Ametller, co-founder of Ametller Origen, by Sílvia Cóppulo, Director of the UPF-BSM Business Leadership Observatory. Erola Palau Pinyana, coordinator of the UPF-BSM Sustainability Observatory and co-author of the study, will present the main conclusions.



  • Prof. Oriol Amat, Rector of the Pompeu Fabra University

Institutional speech

  • Mr. Jordi Torrades, Director General for Trade of the Catalan Government

Interview with the co-founder of Ametller Origen, Mr. Josep Ametller

  • Prof. Sílvia Cóppulo, Director of the UPF-BSM Business Leadership Observatory

Study presentation

  • Ms. Erola Palau Pinyana, co-author of the study and Coordinator of the UPF-BSM Sustainability Observatory



  • Prof. José M. Martínez-Sierra, Director General of UPF-BSM 


Register here to attend the event!

Watch live

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