Enrique Tomás Ruiz (Badalona, ​​1966) has the gift of gab of a neighborhood shopkeeper and the eloquence of a successful entrepreneur accustomed to giving talks explaining his business model and philosophy of life. Four figures to understand the phenomenon: he sells 3,000 hams every day and has 179 points of sale in 11 different countries. His company, which last year had a turnover of more than 300 million euros, employs 1,700 people. He has just separated from his wife, bought a second private plane, and is planning a big party for his 60th birthday. Oh, and he warns that he is determined to live to 100.