Baby food / PRONUBEN BABY, the Spanish laboratory for infant food that conquered Asia and the Middle East. "We are what we eat" is not just a slogan; it is a reality applied in their day-to-day operations at PRONUBEN BABY Laboratories, whose commercial brand in Spain is BIONUBÉN. This Spanish company seized an opportunity during a crisis and anticipated circumstances at the right moment, specifically during the 2008 food crisis in China that affected the infant food sector. In such an atmosphere of distrust towards products manufactured by the Chinese industry, Fernando Mourenza, a pharmacist, noticed that dozens of people from China were almost immediately coming to his pharmacy after the crisis to buy a few units of infant formula, and then showing interest in purchasing entire pallets. "Clearly, there was a latent opportunity that I discussed with some of my friends who were already involved in exports, and... we decided to take the plunge. In a few months, we shaped the project and began developing the necessary formulas and plans. Two years later, we were already operational and had a first partner for the Asian giant, whom we met at a prominent food fair held in Shanghai."