ElPozo Alimentación cumple 70 años to consumidor

It was in 1935 when Antonio and Piedad, the current owners of El Pozo Alimentación, José, Tomás and Juana, opened a small grocery store located in the municipality of Alhama de Murcia in the Murcia region. rozaba los 11,000 dwellings (today son más de 23,000). The 12 square meter business was located in the “El Pozo Council” square and Antonio's shop was known among the population as “el del pozo”. From there it took its name, which today is one of the main food brands in Spain.

In 1954, 70 years ago, this small shop was transformed into a modest sausage factory with the help of the whole family through the propició el desarrollo de la initiative. A partir de una pequeña empresa local surgery, con trabajo, ilusión, principles and prices una large corporate amípido international que tanto aporta ve desarrollo regional and national. You are the reference brand present in los cinco continents. Its evolution is the best example of the desire to improve, born of the effort and integrity it has put into the ElPozo brand, which has been the most present in Spanish homes for nine consecutive years.

But, apart from the work and effort to develop this project, if there is one thing that the Fuertes family has always kept, it is the way they understand and act in life: humility, excellence and integrity. Estos principios le han, como una empresa familiar y de capital ispañol en su totala allowed to keep.

To achieve and consolidate a project of this magnitude, the Fuertes brothers embarked on a business adventure to transform a small industrial space into a strong, competitive and international business group. Proud of its Murcian origin, the Fuertes family owns the Grupo Fuertes holding company, which has more than twenty companies whose main activity is food.

ElPozo Alimentación is the leading project of this group whose mission is to meet expectations and meet the needs of consumers. The different production centers have a central area of ​​400,000 m2, the equivalent of 40 football pitches, which favors the most innovations and meets the necessary requirements.

The expansion factors for determiners are: this plant, que es el alma de la compañía; and consumers who know how to recognize the quality and reliability of ElPozo products and who are at the center of decisions made in the company. At the same time, it has been able to exemplarily improve the quality and safety of its products with the most adequate monitoring and control mechanisms from the origin of production to the destination through a unique circular model, CIP. (Control Integral del Proceso), which guarantees total traceability of food from farm to palate.

The most familiar brand

ElPozo had his presence on television, the channel was announced in 80. ElPozo was one of the best. Brands in this category associate with outstanding figures from television and cinema every moment to transmit closeness and familiarity: “from one house to another”. The first ad campaign starred the company's first national TV ad campaign in 1981 with the star product la sobrasada, with actress Rafaela Aparicio as its ambassador.

Outside of the food industry, ElPozo is known for its association with sports, which still exists today, when in the 1989/1990 season it decided to support the indoor soccer team that bears the name Primera División y que, con 35 años, es uno de los más longevos del país. Since then, sport and its values ​​continue to be associated with its corporate identity through its strategy and involvement in various disciplines. From athletes to clubs, teams and great events like La Vuelta or the Spanish Paralympic Team. Currently, tennis player Carlos Alcaraz and soccer player Olga Carmona are their brand ambassadors. In addition, for ElPozo, the world of sports is so important that it integrates into the company by promoting physical activity among its employees.

ElPozo: A temporary compromise

As a food company, we seek a balance between meeting and satisfying the needs of consumers and ensuring the sustainability of society and the planet. Its CEO Rafael Fuertes assures that economic and social managers alone, economic and social security are required.

ElPozo Alimentación mantiene vivos sus valores for crecer de for responsable, con innovation and compromise. La compañía lleva mucho tiempo, los 70 que tiene de vida, add events and projects that contribute to the well-being of society and the protection of the planet.

To face the challenges ahead, the company integrates ODS into its strategy and prioritizes R&D+i with significant investments to improve both its product and processes. As a result, a model is a part of interesting groups, with a common core prowess added.

As an agri-food company, it contributes to food security for many families living in emergency situations due to hunger through projects such as Acción contra el Hambre and “Hostelería contra el Hambre” promoted by Hostelería de España. , or donations de forma periodically collective social and organizations sector (ODS 2).

ElPozo Alimentación was the first food company to adapt its packaging to NaviLens technology to make it more inclusive and more accessible for people with vision problems or vision impairment (ODS 12). Another direction of his in line with this goal is to continue to develop the sustainability of the packaging, so that it contains a high percentage of recycled material, so that it contributes to reducing its impact on the environment and, in turn, guarantees safety, protection and protection of alimentario products. Also, ElPozo Alimentación was the first Spanish food company to appreciate the value of pig intestine, a medicinal product called Heparin, which contributes to saving lives and does so through Hepabiotic, a joint venture between Grupo Fuertes and Horizon Products.

In order to meet SDG 13, the company has been revising its productive processes for the optimal use of resources, giving an important push to renewable energies, water conservation and therefore greater environmental protection in the last few years. Various projects developed by the company have contributed to reducing the carbon footprint. In addition, ElPozo has the Lean and Green star promoted by Aecoc in Spain to reduce its emissions by 20 percent in the ground logistics chain.

ElPozo Alimentación promotes the use of más renewable energies to reach ODS 7. It encourages the implantation of photovoltaic panels for self-consumption in its facilities, where 20 percent of electricity consumption is obtained through its own renewable energy production.

Its actions in development also contribute significantly to the World Agenda goals of promoting health and well-being (SDG 3), quality education (SDG 4), alliances with other institutions and academic centers to achieve the goals (SDG 17), or reducing inequalities ( ODS 10).