Interview with Álex Artero, CEO of ARTERO

Álex Artero is a member of the fourth generation of a business saga that was founded by his great-grandfather Pascual, in Manresa, when he started selling horse clipping tools in 1909. It was his son Daniel, Alex's grandfather, who moved to Barcelona and opened a business that included a blade sharpening service for people and animals. This was the embryo of ARTERO, now an international company present in 90 countries that has revolutionised the world of dog grooming and cosmetics and has started moving into the equine sector.

ARTERO can be found in two places: the commercial exhibition and the area where the conferences are held. What are the objectives of each?

Firstly, to present our innovations, have a chance to meet up with our customers in person and show our new products to potential new customers, and networking. During the conferences, we train professionals and raise professional awareness of pivotal factors such as hygiene, health, and protocols for using animal care products. We want it to be an inspirational event for the trade professionals who attend these events.

How would you describe the image of the Spain brand in the pet care sector in one word?

Based on our experience in more than 90 markets, the image and quality of “marca España” products in the world is a factor that adds value to the commercial action and to the brand itself. The perception of Spanish products is growing in renown and is associated with parameters of innovation, creativity and design.

What would you ask of the dog guardians who walk their pets in the streets?

In addition to adhering to basic principles regarding animal vaccination, care, and insurance, I believe it is essential for pet owners to play an active role when exercising their dogs, particularly when it comes to picking up dog messes in public spaces. This is not only a matter of public health but also affects those who do not own dogs and have to deal with the consequences. In this respect, we need to be very strict and demanding in our parks and streets, given the increase in the number of dogs in our cities.

And how about administrations?

Continuing with my answer to the previous question, we should calculate the size of spaces allocated to dogs in accordance with the increase in numbers. We are aware that many municipalities are currently looking for solutions in this regard. Another important area is to support and promote actions that allow pets into businesses, hotels, businesses and public and private buildings.

Do you think people should have to do a course to be able to get a pet?

To be honest, if you don’t have to do a course to have a baby, I don't think should you need one to get a pet. I think that in both cases, common sense is the order of the day, as is personal responsibility to ensure animal care, protection and welfare at all times.

Do you share your life with a pet or have you ever had one?

I live with two dogs and two guinea pigs, a toy poodle and a Spanish water dog, which was the mascot of the Spanish football team during the World Cup in Qatar for both the men's and women's national teams.

Buy or adopt?

I think they are both valid, respectable options. And they are both necessary. On the one hand, it is important to have professional expert breeders who can maintain breeds in order to continue to protect what is original in nature. On the other hand, adoption and the work of animal shelters are essential for providing homes for the thousands of dogs abandoned each year in our country. Abandonment, beyond the campaigns promoting responsible pet ownership—which is essential for raising awareness in society—should be penalised with the utmost severity. It is a fight that we must tackle together: businesses, public administration, media, and entities within the sector.