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From tradition to innovation:

Conquering the
Self-Service Shelf

COVAP is a livestock cooperative with a rich history since its foundation in 1959. The cooperative has stood out for its vertical integration and complete control of the process, establishing itself as a benchmark for quality, tradition and trust in the market.

Their need:

With a predominant focus on the sale of Iberian pork products and dairy in the Horeca and Retail sectors, as well as in assistance and sliced products, COVAP sought to expand its presence by entering the self-service aisle.

Challenge:

Develop the self-service fresh meat category for Carnes COVAP with special emphasis on beef, lamb, and Iberian pork.

Solution

We defined the category structure by planning a comprehensive strategy that included product differentiation, effective communication, and pricing strategy. The value proposition to the retailer focused on the three main species: beef, lamb, and Iberian pork, ensuring a successful entry into the self-service aisle.

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