This case aims to show how changes in the sugar industry and some conjunctures allowed Ingenio Providencia S.A. to develop a successful strategic formula to excel in the market. Ingenio Providencia S.A. has been in business over 90 years. It began as a family business and since its inception built a plant with a high capacity and international standards. During the first 50 years Ingenio Providencia significantly increased its crushing capacity and has been established as one of the emblem companies of the Valle del Cauca region. In the 90’s, the economic crisis in the country affected the company as well and even though sales increased there was a decline in profits. The adverse situation led to decisions such as cost reduction but also to innovation betting on product diversification.