Brand Studio for Fiereros
The first fair auction recorded in history in the country took place on November 17, 1893 in the town of Jeppener, Brandsen district, in the heart of the Buenos Aires livestock area.
It was run by the then new consignee Alchourron Hermanos, which had been founded a year earlier by Bautista Alchourron.
The data, which appears in History of the fair auctions in Argentina, compiled by Néstor Pérez Ortega, serves to ratify the importance of that geographical area in terms of livestock development.
Precisely there, in the lower basin of the Salado River, a region of natural fields and a calf factory, the consignee Jáuregui Lorda was born, today an obligatory reference when thinking about the world of livestock fairs, with significant volumes of enclosed property and an impeccable commercial track record. .
The firm, which began its activity in 1947, is a consequence of the entrepreneurial spirit of Clemente Jáuregui Lorda, his son Oscar Alberto, and some members of the Alcuaz family, owners of fields in Brandsen and General Madariaga.
Clemente had gained experience in the field as an employee of the now defunct Marcilessi auction house, of which he was a representative in Brandsen, and his son Oscar, known as Toroto, owned the general store in front of the old Provincial Railway station. in the town of Loma Verde, and prospered in the commercial world.
Together with the Alcuaz family, they founded the consignment company under the name Alcuaz and Jáuregui Lorda, which took its first auction in December of that year.
The new blood
In the early years of the 1970s, after the departure of the last member of the Alcuaz family from society, the Jáuregui Lordas were in charge, integrating the new generation.
Javier, son of Toroto, entered.
The name of the house was changed in 1974: it became Jáuregui Lorda SA.
“I entered the house and worked on horseback at the fair, enclosing property.
At that time the auctions did not have that much volume,” Javier Jáuregui Lorda remarked, and recalled that in those years the fair facilities were built near the tracks, in the middle of the town, until they were moved to the current premises of the Rural Society , next to Route 29.
Fair postcard.
The track completes, Toroto watches and Eduardo Costa sets the pulse for the auction.
The house making history.
Little by little Javier began to get more involved in the activity.
“I visited other fairground colleagues to see how they worked and as Toroto, my father, gave me rein, I introduced modifications to the firm,” he added.
And he recalled, with laughter, one of those changes: “I bought a Texas Instrument computer that cost a lot, took up almost an entire office and did less than 10 percent of what a cell phone allows today.
Toroto almost killed me.”
The truth is that into the 80s, the company increased its activity, consolidating itself in the area and gaining the support of producers.
“We have clients who have been with us for many years;
There are families of producers whose descendants, two or three generations, continue to be clients of the house,” commented Jáuregui Lorda.
And he stressed that “the only real capital of the auction house is its clients, the relationship with them is the most important thing.”
“Our effort is focused on serving the customer;
The producer gives us all the confidence to sell him his property and we respect that to death.
The same as the deadlines for operations: my father always said that no one had to come twice to collect the same account,” he said.
From there came, he noted, the firm's motto: sell well and get paid better.
The big hammer
It is known that every consignee has an auctioneer as a letter of introduction.
A hammer, as it is known in the environment.
Jáuregui Lorda's first was Isidro Zoroza, whom Javier knew little.
He was followed by Eduardo Costa;
At some point Jorge Jáuregui Lorda, his uncle, also finished off.
Until Atilio Panaccio took his place, who has been Jáuregui Lorda's letter of introduction for decades.
“I started working on the house on Thursday, August 12, 1977,” Panaccio accurately stated.
“The house is going to be 78 years old, I started working at age 21, I was the last class of 20 years of military service.
I started with the papers, but I liked hammering and I saw how they finished.
I started working alongside the auctioneer Eduardo Costa making the tickets, I learned a lot from him;
I also worked alongside Alfredo Gerbelli, another very good auctioneer from the Ranchos branch, who came from the Duhalde house;
also next to Jorge Jáuregui Lorda, another very good cabin auctioneer, with a lot of class,” he explained.
“After doing a series of auction practices, Toroto left a note on the ticket table saying that starting January 3 I would start hammering at the fair.
It was in 1982;
I was 26 years old when I started hammering.”
Alma mater.
Toroto Jáuregui Lorda accompanied his father Clemente in creating the firm.
“The leaders of the area looked askance at me when I started auctioning, because I was very young, but then they told me I want you to sell me the cows,” he said, and precisely recalled that his first auction, alone on the stand, was in Ranchos in 1985. “Alfredo Cacho Gerbelli was no longer finishing, he was sitting next to me;
“It was a very large winter auction, with more than 2,000 heads.”
There were times of depressed farm prices, “they were hard times, where a cow was not enough to fill a fuel tank,” and there were auctions that were “saved by punctual clients,” who bought many heads.
“At an anniversary auction, 25 years ago, a bad time when no one wanted the cows, Alfredo Mondino and his son Roberto appeared buying our property and sold it in their area;
the auction saved us.
We have a great relationship with them, we are very friends,” he said, referring to those responsible for the colleague firm Alfredo S. Mondino, from the province of Córdoba.
For eight years, Panaccio has been finishing accompanied by Mariano Villalba.
Like him, he joined the shipping company when he was very young.
Villalba is also in charge of the hammer on the MAG catwalks.
“The two auctioneers are from the heart of the house,” added Javier Jáuregui Lorda.
The other generation
The present shows the firm in charge of Javier's children: Joaquín, Juliana and Mariano.
The first in general command and his brothers involved in the administration.
The new generation, fully incorporated, reaffirms the essence of Jáuregui Lorda: it is a family business.
Meanwhile, it continues its sustained growth.
She expanded her representation (landing in the province of Entre Ríos), has an office in the MAG and is advancing the project to build the new commercial offices in Brandsen, the place where she was born.
“We are a reference;
There are people who introduce themselves (in commercial activity) saying that they are Jáuregui Lorda's clients.
“That's worth gold,” stressed the son of the famous Toroto.