Marcelo Cuéllar Solares – GC Powerlist
GC Powerlist Logo
Bolivia 2025

Industrials and Real State

Marcelo Cuéllar Solares

Legal counsel | SOLUR

Download

Bolivia 2025

legal500.com/gc-powerlist/

Recommended Individual

Marcelo Cuéllar Solares

Legal counsel | SOLUR

How do you approach managing legal aspects during periods of instability or crises, and how does your legal strategy align with the broader business strategy to ensure the organisation’s resilience?

In the current context of crisis in Bolivia, marked by political and social instability as well as a shortage of foreign currency, our company must implement robust strategies to maintain price stability and avoid constant increases that would affect the end consumer. At the same time, we must ensure the company’s financial sustainability by balancing internal needs with market realities.

The present situation has created significant challenges in accessing imported supplies, fluctuating logistical costs, and financial planning uncertainty. In this scenario, it is essential to build trustworthy relationships with our suppliers, who are facing similar conditions. Through responsible negotiations, we seek to reach agreements that ensure continuity of production without compromising product quality or the stability of our value chain.

SOLUR S.R.L., the manufacturer of Chocolates Para Ti, has a Corporate Committee that meets weekly to evaluate the status of all company areas. Based on the reports presented, decisions are made to protect the company, prioritising operational efficiency, process innovation, and resource optimisation.

Our commitment is to continue offering excellent products to our customers while working for the well-being of our employees and the strengthening of our strategic partnerships—reaffirming our vision of sustainability and growth in the face of adversity.

What are the main cases or transactions that you have been involved in recently?

As a chocolate manufacturing company, each year we ensure the supply of our key raw material: cocoa. This crop is harvested, collected, and carefully selected by producers and gatherers from eastern Bolivia, who play an essential role in our value chain. Their work not only ensures the quality of the final product but also supports the sustainability of the national cocoa sector.

However, the realities of the international market directly affect the local economy. Côte d’Ivoire and Ghana—leading global exporters of cocoa and strategic suppliers to the European industry—have, in recent years, experienced difficulties with their harvests. As a result, large chocolate companies have turned their attention to South America as an alternative source of supply. Consequently, cocoa prices in Bolivia have risen considerably, as many producers prioritise export, reducing availability for the domestic market.

Given this scenario, during the first half of the year, our priority was to secure the necessary supply through direct negotiations with local producers, seeking fair agreements that strengthen commercial relationships and ensure the continuity of our production.

Additionally, the import of other essential supplies has become a key aspect of our management. This process requires coordinated work with international suppliers and financial institutions to execute transfers that are beneficial for all parties involved.

In this way, we reaffirm our commitment to product excellence, sector development, and the company’s stability.

How do you prioritise diversity and inclusion within your legal department, and what initiatives have you implemented to foster a more inclusive and equitable work environment?

SOLUR S.R.L., with 35 years of experience in Bolivia, began operations on 27 May 1990—a date that coincides with the celebration of Mother’s Day—with just seven employees and three machines. Today, the company produces 25 tonnes of chocolate per month, establishing itself as one of the largest chocolate companies in the country.

Chocolates Para Ti, its main brand, employs 180 workers, approximately 70% of whom are women, reflecting a gender equality policy that has been in place almost since the company’s foundation. Furthermore, around 20% of the workforce has been with the company for over 30 years, demonstrating SOLUR’s commitment to the labour and social stability of its employees.

As part of its Corporate Social Responsibility (CSR) activities, especially in the city of Sucre, the company prioritises hiring family members of its employees, creating indirect job opportunities that support their households.

Employees are also supported by the Chocolates Para Ti Workers’ Association, which is independently managed by a Board elected by the staff, promoting fellowship and social activities. SOLUR S.R.L. subsidises a large portion of the expenses and makes donations that directly benefit its employees.

Moreover, the company maintains ongoing communication with its staff, identifying needs and offering support, thereby strengthening trust, transparency, and internal cohesion. These policies position SOLUR S.R.L. as a responsible organisation with a strategic focus on employee well-being and sustainable operations.

What do you see as the major legal challenges for businesses in Bolivia over the next five years, and how are you preparing to address them?

SOLUR S.R.L. is at a strategic stage of its development, focused on consolidating the export of its products. The company has recently begun shipments to Chile and the United States—markets where our chocolates have been well received, confirming international acceptance of our product quality and enhancing our brand reputation.

Looking ahead, one of our key objectives is to automate the legal department’s processes, integrating digital tools to optimise the tracking of contracts, regulations, and legal obligations. This modernisation aims to ensure legal security for the company and protect SOLUR S.R.L.’s interests with clients, suppliers, strategic partners, and financial institutions.

In this context, the company recognises that businesses in Bolivia will face increasing legal challenges, including regulatory complexity, administrative bureaucracy, judicial uncertainty, and stricter compliance requirements. To address these, SOLUR S.R.L. has strengthened coordination across all departments—logistics, finance, operations, and sales—ensuring that every decision meets standards of transparency, regulation, and corporate responsibility.

Ongoing training for the legal and administrative team is also promoted, ensuring they stay informed of legal reforms and international best practices. These efforts not only protect the company’s assets but also ensure continued production, maintain the trust of our clients and suppliers, and support the consolidation of our presence in international markets.

Through these strategies, SOLUR S.R.L. reaffirms its vision of excellence, leadership, and business resilience in the face of future legal and commercial challenges.

Related Powerlists