Carnes COVAP, a livestock cooperative with a rich history since its foundation in 1959. It 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.
In the Ibérico business, its main focus is the HORECA sector, with a presence in the Retail world, in the field of assisted sales, both in fresh meat and cured Iberian meats.
To develop a Strategic Product Plan that allows the development of new ways of reaching the consumer (new channel), new moments and contexts of bread consumption considering its entire portfolio: from sliced bread to the Rustik Bakery.
The fresh meat category was structured and launched on the self-service shelves of the large-scale retailer, defining its packaging strategy, formats and products.
Dynamisation actions were implemented with seasonal products and differential cuts, together with an optimised pricing strategy.
A successful entry of the fresh meat category in the free service shelf was achieved, strengthening COVAP's presence in large-scale distribution.
The format, packaging and pricing strategy allowed a better adaptation to market needs, optimising product rotation.
Differentiation of the offer was promoted with seasonal products and special cuts, increasing the perceived value and competitiveness of the brand.
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