I am Josep Maria Serentill, the founder and creator of Laumont. I come from a region where truffles and mushrooms grow naturally. Since I was a child, I had a strong commercial connection to the world of truffles—back then, there was no such thing as "personal consumption" for them. With mushrooms, the connection was more through my family for our own meals. I think that from a very young age, I knew I had to make a living in this world, especially with truffles, because at that time, mushrooms were hardly commercialized.
(If you prefer, you can watch the video interview by clicking here)
The Beginnings and the First Trip
I spent a long time maturing or "incubating" this ambition. When I reached 18 or 19 and got my driver’s license, I decided to take action. In my region, there was a truffle market where I was always listening in. I overheard a comment between some wholesalers about someone offering truffles at very affordable prices, suggesting there was a region in Spain where the product could be sourced more easily.
I worked up the courage, took my car—which cost me 50,000 pesetas saved over 4 or 5 years of work—and went out exploring. By chance—because Spain is a big place—I found a person who pointed me toward a village. The first day I arrived, they had already sold out, but I returned the next day and managed to buy several kilos of truffles. It was enough to make a massive profit margin. Back then, my income was very limited, so that was a life-changing moment.
The Birth of Laumont
Soon I was working autonomously; I knew the suppliers and the clients well. I started going abroad to Switzerland and France because I knew the big industry players were there. In France, I came across a company called Montell. I made a good impression on them, did some work together, and after a few months, they proposed that I manage Laumont, a company they had created in Spain but had never actually operated.
The name Laumont came from the founders of that original society (before I knew them). They had proposed several names, and the last one was Laumont, after one of the founders: Jean-Claude Laumont. Our first major growth happened because we had a very strong client in France (Montell) who respected payments and agreements. This gave us great strength; when we went to the local markets to buy, we had a very high purchasing capacity because we had their backing.
Pioneering the Market
In the early 90s in Spain, mushrooms like Saffron Milk Caps were common, but we started commercializing varieties that were "new" to the market. We discovered areas of Spain where Chanterelles weren't being bought or sold yet. For example, in Galicia, Laumont was the only company buying and selling Sweet Tooth (lengua de buey) mushrooms for several years because no one else understood their market value.
Evolution and Trust
Truffles only started becoming known in Spain around the 60s. My first experience was in '76, so the industry was still quite young. From 1981 to 1982, I was already well-positioned. For years, I worked alone in the most "raw" way: buying directly from the foragers who arrived with sacks and finding wholesalers or production companies to sell to.
When Laumont fully launched, we began exporting. This whole process is a matter of seriousness and earning trust. I started young, and my wife often accompanied me; I think we made a great impression on suppliers—a young, hardworking couple. That creates trust, and if you respect what was agreed upon, that trust grows quickly.
The "Missing Day" Check
I remember when I first started going to Teruel to buy truffles. No one knew me. I was a stranger. In those days, people carried a lot of cash or used checks. By the second or third day, I had a gut feeling that if I bought those truffles, I would make money. I jumped in and wrote a check immediately.
It happened to be February 28th. I accidentally wrote the check for February 29th, but it wasn't a leap year—the date didn't exist. They didn't say anything. A week later, when I returned, I told them: "You haven't cashed the check or asked for verification." They told me it wasn't about the check; they trusted me. That is the fabric of how everything eventually happens.
Family and the Future
I feel very proud and grateful to my family for their constant support. My wife, Maria Teresa, sacrificed many hours of leisure when our children were small. My children grew up with this lifestyle. Years later, my son Jordi has taken on a similar role to mine.
I was always clear that no one can lead a company if they don't do it with their heart and a true passion for it. One day, Jordi decided to leave his other jobs and come here for a three-month trial to see if he liked it. He is very prudent, but those three months turned into a total commitment that continues today.
I live very peacefully now. I am "active retired." I strive to maintain the same seriousness with clients and suppliers we’ve always had—ensuring everything is orderly, that not a single pallet leaves our warehouse poorly packed. I am so grateful to the whole team, from management to the warehouse, for their commitment to doing things right.
Historical Roots
Finally, it’s worth noting that truffle harvesting in Spain grew out of knowledge brought over during the Civil War. People from Italy saw the truffle potential here. After WWII, they returned to harvest. They started in Girona and found so much in areas like Vic, Centelles, and La Garriga that they didn't even feel the need to go further south to Teruel at first. That is how the famous Centelles market began.
Laumont is, and has always been, a project built on hard work and the immense dedication of my family.
