For several years now, Liquats Vegetals has been the face of the rise of plant-based milks in the Catalan agri-food industry. Founded in 1991 and located in the heart of Montseny, the company has been the leader in the production of oat, soy, and rice beverages in the Spanish market for almost four years, thanks in large part to its own brand, Yosoy. The company was founded by engineer Josep Maria Erra with the aim of "providing real nutrition," explains his daughter and current CEO, Laura Erra. The founder had worked in the dairy sector and decided to start a business to make plant-based milk, a segment of the beverage market that was still in its infancy in Spain 35 years ago. Furthermore, the goal was to produce products with as few additives and added sugars as possible: "With a logical work philosophy about how we should eat and nourish ourselves," says the group's director.