“We are the eyes of industrial processes”

Alfredo Ferrer, the manager of Vision Quality, says that his company’s most immediate plan for the future is to strengthen its sales operations because “up until now, we’ve focused heavily on production, and now it’s time to grow.”

The story of Alfredo Ferrer and his Vision Quality project is typical of those restless professionals who have a clear vision from the start and who, through hard work and enthusiasm, gradually manage to turn their dream into reality. That is why, when we visited the company’s headquarters at the CEIN Agri-Food Incubator in Tudela, we sensed that the founders have kept that initial drive intact—the very drive that brought them this far—and we are confident that this could be key to securing (as far as possible) the company’s immediate future. From the outset, the decisions and steps they are taking in this regard—which we learned about after speaking with them—seem to be heading in the right direction.

What is Vision Quality?

We are the eyes of industrial processes.

How did the idea come about, and what motivated you to get it off the ground?

My work as a freelancer has led me, for years now, to consider the opportunities that automation can bring to the industry. That curiosity is what led me, in 2016, to attend a presentation by Orizont, Sodena’s agri-food accelerator, and there, for the first time, I realized that my idea of building machine vision systems could be a great fit for the agri-food sector, which is so important to this part of Navarre. That’s how we got started, and that’s how we’ve gotten to where we are today.

What stage is the project currently at, and what are your plans for the future?

The good news is that we started generating sales almost from day one, so we’ve never ended a fiscal year in the red. This is great because it has allowed us to grow and develop our products. Now that our products have reached the market, our most immediate plans for the future involve strengthening our sales operations. In other words, up until now we’ve focused heavily on production, and now we want to grow in a more sustainable way.
 

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What has the CEIN Incubator meant to you?

The incubator gives you quick access to the outside world, to networking opportunities, to programs, and also to grants. These are resources that are out there, available to everyone, but if you’re not part of a structure like CEIN, it’s much harder to access them—and, above all, to even find out about them—because you’re busy with other things.

Which service do you value most, and why?

One is the one I just mentioned: staying up to date on everything happening across all areas related to entrepreneurship. I’d also highlight a specific service offered by the incubators: the “open innovation” program. In our case, it allowed us to connect with major companies in Navarre to which we can provide solutions that traditional companies no longer offer. I find this, of course, very interesting because, for example, gaining access to a company like Volkswagen is impossible for a startup like ours. Instead, this approach gives us the opportunity to connect with executives and decision-makers.

Do you have any advice for those who want to take the plunge and start their own business?

Above all, be very patient. When you start something new (and I’ve started quite a few things in my life), it always seems “super” impossible—especially if it’s an innovative project like the one we’re proposing here. Well, I think you need a little patience, a little determination… Don’t focus so much on the day-to-day and look a little further ahead. That’s what can help you succeed. Otherwise, it’s very difficult.

 

TECHNICAL SPECIFICATIONS

Year Founded: 2016

Founders: Alfredo Ferrer

Industry: Industrial and Technology. We manufacture industrial machinery