In the shadow of the multi-billion Mercadona empire built by their father, Juan Roig, his twin daughters, Hortensia and Carolina Roig Herrero, live and work. Despite their lineage and direct involvement in the family business, they prefer to keep out of the public eye, leading measured and highly private lives. The family has always been the core of the business, founded in 1977, and each generation, in one way or another, shares a passion for entrepreneurship and its culture.
Hortensia Roig Herrero chose the path of law, earning a law degree and even receiving an award for outstanding academic achievement. She began her career at a law firm in Madrid but soon returned to her native Valencia. There, her professional interests shifted toward educating future entrepreneurs. After working in Mercadona’s legal department, Hortensia ultimately became the head of the prestigious business school EDEM, an integral part of the family’s entrepreneurial ecosystem. She has also found happiness in her personal life: in 2007, Hortensia married Jesús Ferrer, a businessman in the sports industry, and together they are raising three children. She often emphasizes the importance of teaching girls from an early age to believe in themselves and pursue their goals.
Her twin sister, Carolina Roig Herrero, works as the market analysis coordinator at Mercadona. While her position is less public, it is just as vital to the company’s strategic development. Carolina has been married since 2001 to Roberto Centeno, a well-known financier specializing in debt operations and a managing partner at Atitlán. Their eldest daughter, Juana Paule, is now 20 and is following in the family’s footsteps by studying business administration and management. This year, she will be the main Fallera of the Fallas festival for the Convento committee, together with her cousin Trinidad Ferrer, the daughter of Hortensia—an example of the close family ties.
Despite their prominent status, both sisters deliberately avoid social columns and publicity. They are fundamental pillars not only in the complex structure of the family business, but also within the family itself, a key element behind one of Europe’s biggest retail success stories.
Juan Roig Alfonso is a Spanish billionaire, president, and the main shareholder of the supermarket chain Mercadona. He transformed a small family butcher shop founded by his parents in 1977 into Spain’s largest retail chain, with thousands of stores across the country and in Portugal. The company’s business model, based on the principle of “Sempre Preus Baixos” (Always Low Prices), and its unique corporate culture have made Mercadona one of Spain’s most successful and recognizable brands. The company is also one of the country’s largest employers, providing jobs for tens of thousands of people.
