Pep e S er r et

JOSÉ SERRET BORDA

Pepe Serret, byname of José Serret Borda (born June 17, 1941, Vallfogona de
Balaguer, Lérida, Spain—died January 25, 1993, Barcelona), Spanish economist and
entrepreneur who was involved in various businesses in the food industry and in the
promotion of education and rural development.

Serret studied engineering at the School of Engineering of Tarrasa and later

completed executive programs at ESADE, IESE Business School, and other
institutions. He began his professional career as a manager of Lecherías del
Noroeste, a dairy company, and then became the director of Granja Castelló: Leche
El Castillo, another dairy company. He also led Productos del Café S.A., a coffee
company that marketed the brand Café Brasilia.

Pepe Serret was a member of the Prelature of the Holy Cross and Opus Dei, a
Catholic organization that promotes Christian values in everyday life. He was
inspired by the teachings of St. Josemaría Escrivá, the founder of Opus Dei, to use
his professional work as a means of serving God and society. He was also influenced
by the social doctrine of the Catholic Church, especially by the encyclicals of Pope
John XXIII and Pope Paul VI.

Serret had a special concern for the education and development of rural areas,
especially in Catalonia and Aragon. He was one of the promoters of several Family
Farm Schools (Escuelas Familiares Agrarias), which are educational centers that
combine academic and practical training for young people who live in the
countryside. He also supported other initiatives, such as agricultural cooperatives,
rural tourism, and environmental protection.

Serret was known for his human and Christian virtues, such as humility, generosity,
joy, and optimism. He was married to Rosario Simó Cima and had eleven children.
He died of traffic accident at the age of 51. His life and work have been documented
in several books and articles, such as Pepe Serret: Himno a la Vida (2000) by Lluís
Raventós Artés and also Pepe Serret: Recuerdos de sus amigos (1994) by Joan
Xandri.