In a recent interview, Carlos Cueva González, the chairman of Grupo Difare and Dibiens, reflects on the essential role of reputation in business. He believes that reputation is the most fragile and valuable asset a company can possess, which is validated daily through consistent behavior and alignment with personal values such as faith, family, and service. Cueva González highlights that being recognized in the Merco ranking signifies a strong coherence between personal values and business operations, demonstrating how they are perceived by society and the market.

Cueva González emphasizes that the reputation of his companies is built more on consistent actions aligned with their core values than on isolated actions. He speaks about the importance of honest management throughout their entire value chain, which includes the development of suppliers, partners, and franchises, aiming for long-term relationships based on trust. This approach reflects a commitment not only to business success but also to the welfare of all stakeholders involved.

In addition to his views on reputation, Cueva González mentions that their initiatives, such as Vita Sanus, have provided free medications to over 182,000 people in Ecuador. This program exemplifies his belief that business leaders should operate with humility and respect, recognizing that the success of the group is the result of collective efforts from thousands of families, rather than the accomplishments of individuals alone. The focus on social responsibility reinforces his perspective that one must strive to be a good person first to succeed in business.