Alentrium.pt attended the event where João Nabeiro paid tribute to his father’s human-centred leadership
Campo Maior marked what would have been the 95th birthday of Rui Nabeiro with the conference “Imagi_nação”, held at the Coffee Science Centre, bringing together national and international figures for a moment of reflection on leadership, innovation and social impact.
The initiative gathered representatives from academic, business, cultural and social sectors, including David Simas, former head of the Obama Foundation, in a programme that explored values closely associated with the legacy of the founder of the Nabeiro Group – Delta Cafés.
The session also included an institutional tribute, with the auditorium of the Coffee Science Centre being officially named after Rui Nabeiro, reinforcing the symbolic connection between the space and the entrepreneur’s enduring influence.
Alentrium.pt attended the conference and spoke with João Nabeiro, chairman of the group and son of the late businessman, who highlighted the human dimension of his father’s leadership.
“Your presence gives meaning to this gathering. Nothing happens by chance. There is a great deal of work, dedication and commitment behind a moment like this,” he said, acknowledging all those involved in organising the event.
Reflecting on Campo Maior as more than a place of origin, João Nabeiro described it as a community that shaped a distinctive way of leading.
“More than a place, this is a community. It was here that we learned a company can grow while remaining close to people. Leadership has less to do with power and more with the ability to care,” he stated.
He stressed that Rui Nabeiro’s legacy extends far beyond the family sphere.
“I speak as a son, but with the awareness that his legacy does not belong only to the family. It belongs to Campo Maior, to the Alentejo, to the country. It belongs to all those who grew, worked and learned with him,” he added.
Addressing today’s global challenges, João Nabeiro underlined the importance of how organisations respond to change.
“We live in a time of profound transformation. But what matters most is not the change itself — it is how we respond to it. To imagine is not to escape reality, but to have the courage to transform it,” he said.
He reaffirmed the group’s guiding principle.
“We have always believed in a simple idea: companies exist to serve people. Serving people means creating opportunities, building trust and shaping the future with them,” he noted.
Describing his father’s leadership style, João Nabeiro highlighted empathy and service as defining traits.
“He was a leader through service. He served before serving himself. He knew people’s problems as if they were his own. He always thought of others. That is the leadership we believe in — one that listens, includes and cares,” he emphasised.
He also paid tribute to Alice Nabeiro, his mother and Rui Nabeiro’s lifelong partner.
“For light to shine, there must always be someone who, often in silence, sustains it every day. My mother was that pillar of serenity, affection and strength,” he said.
In a broader reflection on the role of companies, João Nabeiro defended growth grounded in values.
“We need innovation with humanity, ambition with values. Growth is not only about scaling — it is about increasing impact and touching more lives,” he argued.
He concluded with a message that continues to resonate.
“If we all wanted, the world would be wonderful. The world would be extraordinary.”
