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José María Williner was born in Grachen, Canton of Valais (Switzerland), in 1855. His father used to make and repair umbrellas and parasols for a living.

As the local economic situation was not flourishing, he decided to broaden his horizons.         

At that time, in Europe, there were rumors that America was a land of great possibilities for people with enough strength. Being only 22 years old, he arrived in Argentina with an iron will of progress and strong young arms. First, he settled in Pilar. Then, in 1882, he bought his first piece of land in Bella Italia, from Mr. Ricardo Aldao.

In 1885, he married Matilde Zurbriggen. Ten children were born from this union. José María was one of the first to devote fully to cattle raising, purifying breeds outstandingly by crossing his animals with thoroughbreds. His passion took him to the field of dairy farming. He started setting up dairy farms with good production animals. He ended up having a total of 14 dairy farms, all managed by farmers from Valais who, just like him, had come to this land pursuing a better future.

At the dawn of the century, he managed to produce an important volume of milk which he delivered to The River Plate Dairy Company, better known as “Las Colonias”. Thanks to an agreement signed with it, the company built a “cremería” in his fields, being the first within the jurisdiction of Bella Italia. José María named it "La Suiza" in honor of his country of origin. He did the same in Felicia and Hersilia.

Years later, his firstborn son Alfredo started to get involved in the activity of his father and shared with him the daily rush. He ended up being an efficient collaborator and an effective support in the administration and coordination of all dairy farms.

Regarding his social life, José María Williner stood out as a great big-hearted man and lover of progress.

As regards his public life, he stood out because of his activity related to the buying and selling of lands, as well as the organization of the first towns. He was elected Mayor of the towns of Bella Italia and San Guillermo, and he worked for their development. He was one of the founders of the Cooperativa de Consumos de Rafaela (Consumer Co-operative of Rafaela), which later turned into Supermercados Quijote (Quijote Supermarket).

He died in Rafaela on August 4th, 1933.

Mr. Alfredo Williner was José María Williner and Matilde Zurbriggen’s firstborn son. His father, José María, was Swiss and his mother, Matilde, was the daughter of Swiss immigrants who had arrived in the center-west of the Province of Santa Fe at the end of the XIX century.

Born in Lehmann (Santa Fe) on December 28th, 1886, he completed his studies in the City of Esperanza; and when he left school, being the oldest son, and according to the traditions of the time, he started to share rural activities with his father, who already had 14 dairy farms.

That was the beginning of his connection with dairy farming, to which he devoted the rest of his life and all his wishes. At that time, he realized the importance of having good quality animals for the production of milk. For this reason, he did his best to improve the Shorthorn breed of cattle. This specialization brought him success in several rural competitions.

In 1912, he married Magdalena Rosa Armando, daughter of Italian immigrants. Four children were born of this union: Hilda, Laura, Armando and Miguel.

Gaining economic independence, he particularly focused on agricultural operations and, in 1928, with vast experience in the dairy sector and having discerned the potential of the region for the activity, he set up a “cremería” in Bella Italia (Santa Fe), point of origin of the present company called Sucesores de Alfredo Williner S.A.

These were difficult times for industrial and business activities due to the crisis the country was experiencing. He had to convince farmers to incorporate dairy farms to their operations, encourage the newly-initiated, face the competency of a monopolistic foreign company and place products in a restricted market.

Despite the difficulties, an extraordinary attitude nourished his faith in the milk industry and incited him to continue thriving.

In a short time, he added four more “cremerías” to the first one he had established in 1928. In 1934, he set up his own butter factory and years later he added the manufacture of yogurt and dulce de leche.

His efforts and faith in the milk industry can now be fairly admired and assessed, as the region where he first established his industry is today the most important milk production region in South America.

However, he did not only devote his time to the industrial activity. He understood that he lived in a place that needed his help if he wanted to progress. He realized that for him to progress, the region needed to progress too.

Thus, he participated in community movements that led to the foundation of the Sociedad Anónima de Hacendados de Rafaela (Landowners Incorporated Business Company of Rafaela), a homestead consignee firm. The same intention of progress made him participate in the foundation of the Cooperativa de Hacendados de Hersilia (Landowners Co-operative of Hersilia), a town where his father had some pieces of land.
   
When Rafaela was affected by an issue of electricity, he joined the group which strived to have their own power station. Thus, he became part of the board of the Compañía de Electricidad de Rafaela (Electricity Company of Rafaela), which later became the Usina Eléctrica Municipal (Municipal Power Station).

He also participated in the civic life of the city being, on one occasion, elected substitute councilman of the City Council of Rafaela. From June 1918, to January 1920, he was Mayor of the town of Bella Italia.

In several opportunities, he was a member of the Board of Directors of the Sociedad Suiza de Socorros Mutuos (Swiss Mutual Aid Society) "La Unión", an entity developed to group Swiss immigrants and descendants.

He died at the early age of 54, on March 14th, 1941, leaving a successful industry as a token of the faith he had placed on the dairy activity.

His successors continued developing the work he began by permanently improving the company. This is the reason why the company achieved great importance not only in Argentina, but in the world. Mr. Alfredo Williner is a clear example of what can be done when will is put to the service of the progress of an activity that can improve a whole region by diversifying and qualifying its production.