Perhaps if you are used to seeing death, you worry more about celebrating life. The first photo that Josep Ventura put on his WhatsApp is the one that has remained there: a lunch for his birthday with his family. He was born among coffins, because he comes from a lineage of undertakers that dates back to the 17th century, but he says he continues in the profession because he has inherited the vocation of helping others in the most delicate moments. He is the CEO of Àltima, one of the large Catalan companies in the sector.