Career as Photographer and Cultural Manager
Juan Carlos Sánchez de Lamadrid is a Sevillian entrepreneur with a distinguished career in the world of photography and cultural management. Holding a Journalism degree from the University of Seville, he began his professional career as a press photographer, traveling half the world with his camera.
His photographic work earned him recognitions such as the Fuji Press Photo Award and led him to exhibit in various galleries and cultural institutions. In parallel, Juan Carlos founded Monto Cultura more than two decades ago, a company from which he has managed highly relevant projects linked to photography, flamenco, and visual culture, collaborating with entities such as the Seville City Council, the Flamenco Biennial, and the Cajasol Foundation.
That journey gave him solid experience as a cultural manager, coordinating teams, audiences, and events, and refining a very personal perspective on territory, identity, and traditions.
From the world of image to "white gold", sea salt
With the arrival of the 2020 pandemic, Juan Carlos experienced an unexpected turn in his professional life when he and his wife, Macu Gómez, participated out of curiosity in a despesque (a traditional fish harvest) in salt marshes of the Bay of Cádiz. At the end of the day, they were sold a small bag of fleur de sel at a high price, which sparked their curiosity: "I didn't know what it was and we started researching," recalls Juan Carlos.
In October 2020, they completed a training course in artisanal salt making and soon after ventured to request the concession for Salina La Esperanza, a natural space in the Bay of Cádiz that had been abandoned for some time. Thus Dama Blanca was born, the brand under which Juan Carlos and Macu began harvesting sea salt traditionally, driven by their love for the sea and nature.
Harvesting salt with sun, hands and tide
In Salina La Esperanza, located between Puerto Real and El Puerto de Santa María, Juan Carlos works manually, with traditional tools and a meticulous process, where sun and wind are just as important as the hands that harvest the salt.
His philosophy is clear:
- Respect salt-making tradition, recovering techniques and knowledge that are part of Cádiz heritage.
- Protect the ecosystem, coexisting with migratory birds and protected species that inhabit the salt marshes.
- Offer "real" salt, without additives, in limited production and with a level of purity that even leads him to discard part of the harvest when it does not meet his standards.
Under the Dama Blanca brand, he produces different types of gourmet sea salt, such as virgin sea salt, fleur de sel, fleur de sel flakes, and coarse salt, always with an artisanal and sustainable approach.
However, for Juan Carlos the product is only part of the story; what truly drives him is reconnecting people with the authentic taste of salt and with the landscape that makes it possible.
Juan Carlos's passion for this "white gold" is evident in every visit to the salt pan, captivating listeners with stories of salt, wind, and sun.
Vision, present and future
Juan Carlos has begun taking sea salt from the Bay of Cádiz beyond Andalusia, opening to international markets and collaborating with chefs and gastronomic projects who share his passion for local produce.
Among his goals is achieving greater protection and prestige for local salt, promoting quality distinctions such as the future PGI for salt from the Bay of Cádiz. Juan Carlos is proof that it is never too late to change course and turn an almost forgotten tradition into a project with a future.
