Judith Viader

Opening doors for new generations of women, raising the visibility of female role models and championing the value of a profession that often goes unrecognised. These are the aims behind the Viader Codina Foundation, a social initiative launched by Judith Viader, CEO of Frit Ravich, and officially presented this week in Girona as part of the first edition of the Women in Sales event. The Foundation aims to provide a space for sharing experiences, creating opportunities and fostering female talent, while also raising the profile of the sales profession. Its work is built around two main areas: the Pots fer el que vulguis programme and the annual Women in Sales event, both focused on female leadership, and the Miquel Sureda Sales School, established to train new generations of sales professionals.

The project also reflects Viader’s desire to give back what she has received throughout her career and preserve the legacy of two people who have had a profound influence on her: her mother, Rosa Codina, and her professional mentor, Miquel Sureda. “Everything we have received only has meaning if we are able to give something back to others,” she said at the launch. Viader (Maçanet de la Selva, 1968) has led Frit Ravich since 1997, when she succeeded her father, Josep Maria Viader, who founded the company in 1963. The business specialises in the production and distribution of potato crisps, snacks and nuts, and has established itself as one of the leading companies in the sector. Through the Viader Codina Foundation, she is now turning the lessons and values passed on to her by the people who have shaped her journey into an initiative that aims to create opportunities for other women and pass on the value of the sales profession to future generations.