This case summarizes the evolution of the family business Castillo de Canena Olive Juice. This company began its operations in 2003 when its founders (Rosa Mª and Francisco Vañó) decided to switch from their successful career in large multinationals and create a new company within their family business (Castillo de Canena). The case explains the process they followed to formulate their competitive strategy and the steps that they took for its execution. At the end of the case the question is raised of whether they should change their strategy due to the financial crisis and the strategic moves of their competitors.