The company has boosted its growth thanks to strong brand positioning and the launch of high value-added products
El Pozo Alimentación, which is celebrating its 70th anniversary, has increased its turnover by 8.5 percent, reaching 1.804,3 million euros in 2023. This evolution is due to strong brand positioning and innovation in high added-value products.
El Pozo Alimentación has invested 76.5 million euros in both tangible and intangible assets. The company has focused its efforts on research, training and the development of its products and brand. Among the most important launches are the +PROTEÍNAS ElPozo Bienstar line, with sliced and partially cooked products rich in protein, a segment that is growing, and one in which the company is a pioneer, La Croquetería, a range of gourmet breaded products that stand out in terms of both quality and taste, and the ElPozo KING UPP brand, the company’s newest and most ground-breaking proposition.
Furthermore, the ElPozo brand, the most widely used brand in Spanish households, has revamped its image with a re-branding of its most traditional and artisan line, ELPOZO 1954, with a new logo, new designs, new formats and a fresh communication campaign with Murcian band Viva Suecia. The company’s list of corporate ambassadors, which already included tennis player Carlos Alcaraz, has been extended to include José Coronado for Legado Ibérico and Olga Carmona for ElPozo Bienstar.
The company has undertaken several infrastructure projects, the most important being the establishment of a biotechnology plant, the construction of a photovoltaic park for self-consumption of electricity, and the creation of a new meat freezing works.
The company, which currently has a market presence in more than 80 countries, and aims to continue increasing its export quota and consolidating its position in the geographical areas with the greatest potential, has achieved a turnover abroad of around 20 percent of the total for this year.
The firm, which is one of the leading generators of quality employment in our country, closed the 2023 financial year with an average workforce of 5,159 employees. Creating a good working environment is one of the company’s main objectives to ensure maximum well-being for employees, providing them with social benefits and encouraging sport and healthy habits within the company.
As part of the holding Grupo Fuertes, El Pozo Alimentación is committed to a coherent business model that respects its stakeholders in order to achieve development that is fully sustainable, creating value and sharing that value with consumers, customers, employees, suppliers, investors and society in general.
The consumer is at the heart of our Concentric Spiral Integration model, which we call ‘Comprehensive Process Control’ (CIP).
