MADRID, 20 December 2021

For some years now, turkey has been associated with the American holiday of Thanksgiving or Christmas Eve dinner, but nevertheless, both for its versatility when it comes to cooking it and for its nutritional characteristics, we should include it in our daily diet. Here are a few reasons why we should do so.

  1. It is a natural recuperator after sport

Thanks to its high protein and amino acid content, turkey meat is perfect to eat after a training session because it helps us recover muscle. Whether grilled or in sausages, turkey will give us a boost to avoid the dreaded stiffness.

  • He is the king of the "line".

Turkey is lean meat and contains 2.2 grams of fat per 100 grams of product and provides 107 calories per 100 grams of meat, as long as we discard the skin, which accumulates a greater amount of fat. In addition, thanks to its high water content, it helps us to stay hydrated, a very important aspect in diets.

  • Care for your heart

Turkey meat contains healthy fatty acids that help us to have a strong and healthy heart by keeping the risk of cardiovascular diseases at bay.

  • Zzzzzz

Eating turkey meat will help you sleep better, why? The high levels of tryptophan it contains help regulate the amount of serotonin the body produces and, consequently, help maintain the sleep cycle properly.  


MADRID, 16 December 2021

People keep asking if they are hormone-treated, if the skin is fattening..... but chicken should be a must in our kitchens and here's why.

  • TOP nutritional value for Healthies

Chicken has a high content of excellent quality proteins, a high level of unsaturated fats and a low calorie content. According to the Spanish Nutrition Foundation, in 100 grams of chicken, 20% is protein, 70.3% is water and only 9.7% is lipids or fats.

  • The proteins that fitness enthusiasts love

Chicken contains up to nine amino acids: tryptophan, valine, threonine, histidine, isoleucine, leucine, lysine, methionine and phenylalanine. Thanks to them, for example, we reduce stress levels, prevent heart disease and maintain and improve our muscles.  

  • Easy and light digestion

Chicken does not stimulate stomach acid production or gastric motility, which makes it a highly recommended meat for people with digestion problems or who are experiencing temporary gastric disease.

  • The versatility that foodies are looking for

Chicken is an animal from which the vast majority of its parts can be used in different types of preparations, whether baked, grilled, boiled, stewed, breaded, stewed or even en papillote. It is important to take into account the age of the chicken to determine the type of cooking. The younger the chicken, the more advisable it is to prepare it in the oven, while the older ones need longer cooking times, such as stews and casseroles.


MADRID, 19 November 2021

AVIANZA, the Spanish Interprofessional Association of Poultry Meat, joins Hard Rock Hotel Madrid to celebrate in our country one of the most iconic and international dates in the United States: Thanksgiving Day.  

For three days, 23, 24 and 25 November, the flagship restaurant of the Hard Rock Hotel Madrid, Sessionswill celebrate Thanksgiving dinner with a special menu featuring, among other delicacies, the classic roast turkey cooked by renowned chef Juan Hely Pérez.   

Hard Rock Hotel Madrid, which opened its doors last July, did not want to miss the opportunity to celebrate such special dates with the tourists staying at the hotel, as well as with all the locals and American residents who want to celebrate such an important event as Thanksgiving in a unique environment and with the highest quality poultry products from Spanish producers.  

Avianza will be responsible for supplying the turkey poultry meat, both breast and minced, which forms part of the preparation of this typical American dish, and which this year will have a more Spanish flavour than ever.   

The menu will be made up of pumpkin cream with croutons and creme fresh for starters, roast turkey with stuffing, green beans, gravy, cranberry sauce and rustic mashed potatoes for main course, and a pecan pie dessert with fresh milk ice cream, all washed down with national broths.    

Thanksgiving in a spirit of solidarity  

Thanksgiving is a day on which families and friends typically get together to give thanks, something that Avianza and Hard Rock Hotel Madrid have decided to join, giving this action a spirit of solidarity. Therefore, part of the proceeds will be donated to the NGO Save the Children.  

For Jordi Montfort, secretary general of the Spanish Interprofessional Association of Poultry Meat, "this action allows us to show the excellent pairing of Spanish turkey meat with such a typically American celebration as Thanksgiving. We combine the quality of local poultry products, with the expertise of chef Juan Hely Pérez, andan exceptional setting such as the Hard Rock Hotel Madrid, to invite all tourists and citizens to live this experience" .  

For Raúl Palomo, General Manager of Hard Rock Hotel Madrid "It is a pleasure to be able to collaborate in solidarity actions as we know best, Hard Rock style, with our gastronomy and our space in Madrid. We believe that our chef's proposal will be very popular and we invite everyone who wants to come and taste it".  

MADRID, 10 November 2021

The United Arab Emirates is having a more Spanish flavour than ever this last quarter thanks to the #MEgustaPoultry campaign launched by AVIANZA, the Spanish Interprofessional Association of Poultry Meat, in collaboration with ICEX Spain Export and Investment, to give visibility and promote poultry meat in the Middle East, one of the priority markets of its internationalisation plan.

The aim is to show distributors, the catering sector and consumers some of the values associated with the Spanish poultry industry, as an international benchmark for its capacity for innovation, transformation and adaptation to new challenges in terms of healthy eating and nutrition. After months of preparation, this campaign begins in Dubai combining digital actions on social networks, promotion in local media and actions on the ground, where the aim is to highlight the quality of Spanish poultry meat, the nutritional properties of this type of product and the confidence in our country's production companies.

Influencers and chefs support Spanish poultry meats

AVIANZA's #MEgustaPoultry campaign, which started in September, consists of various actions to bring poultry meat to the general public as well as to national chefs and cooks. The first of these has been the "Back to School " campaign in which 3 renowned influencers in the UAE have collaborated: the food editor of Harpers Bazaar Arabia and chef Dalia Dogmoch, the blogger Homam Ayaso of The Gastronaut and the chef Suad Shamma, who have prepared various dishes using chicken, turkey and quail as a base and, to date, have reached more than 120,000 people.  

This action is also supported by the best chefs in our country who work there, such as the renowned Asturian chef Mariano Andrés, responsible for ten restaurants in Dubai. He will be in charge of training the country's cooks and chefs in the three sessions that will be held during the months of October and November at SCAFA, The School of Culinary And Finishing Arts in Dubai. Andrés will also be leading the Spanish Week with a tribute to Spanish poultry on the menu of one of his restaurants, Seville's, during the third week of November.

Finally, TV chef Vineet Bathia and Jhon Faver, chef de cuisine at The South, restaurant of The Westin Dubai Hotel, will be in charge of cooking a four-handed dinner at the Paella Event, which will be attended by celebrities, media and decision makers from the food industry in Dubai.

The #MEgustaPoultry campaign has, in addition to the support of ICEX, the backing of the Foods & Wines From Spain brand and the use of the Poultry From Spain quality seal.

AVIANZA and ICEX, a long-standing agreement

Following the signing of the collaboration agreement between the two entities and the subsequent definition of actions for the dissemination, training and promotion of poultry products, the #MEgustaPoultry campaign marks the beginning of the development of a series of activities aimed at increasing the turnover of the poultry sector, which has a turnover of 2,300 million euros per year and more than 40,000 direct and indirect jobs.

For Jordi Montfort, secretary general of the Spanish Interprofessional Association of Poultry Meat, "this campaign is the first step towards publicising the wealth of the Spanish poultry meat sector, and the possibility of consolidating the necessary process of international expansion of our producers, in a market as attractive as the United Arab Emirates".

On behalf of ICEX, María Naranjo, Director of the Food Industry, expressed her satisfaction at the launch of this promotional campaign which, by diversifying markets, highlights the value of the Spanish poultry sector with products of excellence. "The Middle East is a strategic region and the United Arab Emirates is the best destination to serve as a visibility platform for the wide range of products that are being worked on in the gourmet sector under the Poultry from Spain brand".

  • The sector is involved in investments of 600 million euros in livestock production and 542 million euros in industries to move towards environmental neutrality and meeting the Sustainable Development Goals.
  • The plan includes 529 projects to reduce greenhouse gas emissions, 724 to reduce ammonia emissions, 220 focused on reducing emissions in transport and a further 110 investments on other sustainability aspects.
  • The interprofessional organisations highlight the sector's firm commitment to reducing GHG emissions, especially methane emissions, through more efficient livestock management, the promotion of more balanced diets and the application of sustainability and digitalisation criteria in production processes.

MADRID, 5 November 2021

The Spanish livestock-meat sector is working in a coordinated manner to reduce greenhouse gas (GHG) emissions attributable to its activity by 30%, as part of its firm commitment to move towards environmental neutrality and compliance with the Sustainable Development Goals (SDGs), as reported by the six interprofessional organisations of the sector, ASICI, AVIANZA, INTERCUN, INTEROVIC, INTERPORC and PROVACUNO, on the occasion of the Summit on Climate Change COP26, which is being held these days in Glasgow.

To achieve these reduction targets, 50% of which correspond to methane reductions (in line with the "Global Commitment on Methane", promoted by the USA and the European Union at COP26 and joined by 100 countries, the sector is involved in investments of 600 million euros in the field of animal production and some 542 million euros in the meat industries), which also include other objectives such as improving energy efficiency in industries and livestock facilities, manure, slurry and sewage sludge management operations, and feed and enteric fermentation. ), which also include other objectives such as improving energy efficiency in livestock industries and facilities, manure, slurry and sewage sludge management operations, and livestock feeding and enteric fermentation,

This entire plan, which is being developed to contribute to the solution of the climate change problems facing our planet, forms an important part of a strategic sectoral project linked to European funds, which will mobilise investments of more than 5,054 million euros to increase its environmental sustainability and its capacity for innovation, contributing to the recovery and economic transformation of our country.

This project involves 1,689 companies and livestock farmers from all the Autonomous Communities, 73.6% of which are SMEs, together with technological partners in the fields of circular economy, renewable energies and digitalisation.

The target includes a total of 529 investment proposals related to greenhouse gas reduction, 724 proposals to reduce ammonia emissions in installations, 220 proposals focused on reducing emissions in transport and 110 on other sustainability aspects.

Reduction of ammonia, water footprint and energy consumption

In addition to the ambitious greenhouse gas reduction targets, especially methane, the livestock-meat chain envisages the reduction of ammonia emissions from installations in the included sectors by an average value of 28% together with 6% in industry.

Likewise, energy consumption in farms and meat industries will also be reduced by 38% and 22%, respectively, with the projects undertaken.

The water footprint per kilogram of final product will also be reduced by an average of 18%, as a result of the reduction in water consumption following the automation and robotisation of processes, the control of water leaks and escapes due to the modernisation of water supply systems and facilities, as well as operations associated with the reuse and recovery of water for cleaning operations, supplying water to livestock or irrigating crops.

Finally, feed consumption will decrease by 15%, which in turn will lead to a reduction in GHG and ammonia emissions. And the consumption of other raw materials will also be reduced by 23% in livestock facilities and by 18% in meat industries.

The livestock-meat chain has always shown its commitment to contributing to the progress and development of Spanish society and its territory, as demonstrated by its ecosystem that generates employment, wealth, territorial structuring, a balanced and healthy diet and responsible consumption, as well as its efforts to reduce the environmental impact of its activity.

ASICI. The Interprofessional Association of the Iberian Pig brings together producers and processing industries of Iberian products.

AVIANZA. The Spanish Interprofessional Association of Poultry Meat brings together farms and production centres as well as cutting and processing plants.

INTERCUN. The Interprofessional Organisation for the promotion of the rabbit sector is made up of representatives of the rabbit production branch and rabbit meat processing and marketing companies.

INTEROVIC. The Interprofessional Organisation of Sheep and Goat Meat represents the producers of this livestock branch and the industrialists and marketers who generate and distribute the derived products.

INTERPORC. The Organización Interprofesional Agroalimentaria del Porcino de Capa Blanca represents all the sectors of the value chain of the white pig: production, processing and marketing.

PROVACUNO. The Interprofessional Agri-Food Organisation for Beef and Veal is made up of the main organisations of the producer sector and the processing/marketing sector.

Date of publication: 11 October 2021
Call for tender for the selection of a promotion agency for the development of a multiannual REA EU 1144/2014 programme for the promotion of poultry.


The Association:

AVEC (Coordinator)- Association of poultry processors and poultry trade in EU countries
AVEC is the voice of the European poultry sector. AVEC facilitates communication between international organisations and decision-makers and focuses on key areas such as animal health and welfare, food safety and quality, trade and sustainable development. AVEC members are national associations from 16 EU Member States + 1 associate member from the UK.

AVIANZA - the Spanish Poultry Meat Association (formerly Propollo)
The Spanish Poultry Meat Association - AVIANZA - has more than 65 member companies, integrating more than 95% of the poultry meat market. In this sense, we have more than 5000 farms, 281 slaughterhouses and cutting plants, as well as more than 40,000 workers working for the poultry meat industry in Spain.

BVG - Bundesverband der Geflügelschlachtereien e. V.
The BVG - Bundesverband der Geflügelschlachtereien e. V. is the professional organisation and the only representative body of the German poultry slaughtering and processing industry. Its 33 members - mainly poultry slaughterhouses, poultry meat processors and traders - represent more than 93% of the German poultry processing sector. As a specialised branch focusing on the issues of the poultry processing industry, BVG is a member of the umbrella and apex organisation of the German poultry industry, the ZDG - Zentralverband der Deutschen Geflügelwirtschaft e. V. (German Poultry Association).

CIPC - French Interprofessional Committee for Broiler Chickens

Since its origins in 2007, CIPC is a French poultry association representing 85% of the broiler sector and each of its fields: hatchery, breeding, animal feed, slaughterhouses. Based in Rennes, close to the main poultry production areas, it develops its network and expertise to offer a variety of services available from professionals to scientists and closely linked to the administration. The ICPC allocates its means and resources to broiler production, with a dedicated board member and study activities. The French production volume in 2019 is estimated at 1,754 thousand tce of poultry, including 222 MTec of ducks, 326 MTec of turkeys and 1,173 MTec of broilers.

SUST EU POULTRY - the Programme:

This programme aims to raise awareness and promote European poultry meat and poultry production methods, highlighting its commitment to creating the most sustainable and environmentally friendly European agri-food sector. The programme focuses on the three drivers of sustainability: environment, economy and society. The proposing organisations cover four different European markets giving the programme an ambitious European dimension and will focus on four different target markets: Belgium, Spain, Germany and France.

While the efforts and actions of the European poultry sector when the new Biodiversity and Farm to Fork[1] strategies were launched as part of the Green Deal[2] have been a major boost, there is still a tendency to identify the sector as one that does not play a beneficial role for climate action and the environment. For this reason, the aim of this programme is to highlight the sustainability of EU agriculture to consumers, highlighting its commitment to climate change mitigation and underlining that European poultry meat consumption is beneficial for a sustainable European environment, society and economy.

With a total budget of more than €3 million and numerous promotion and information activities in Belgium, Spain, Germany and France, the association will not only use online and offline channels to communicate the message, but will also organise different events, tasting days and workshops to reach as many consumers as possible. The impact this programme will have on the European poultry sector will also encourage other key players in the industry to work on their sustainable products and production methods.

General objectives:

"Highlighting the specific characteristics of agricultural production methods in the EU, in particular in terms of food safety, traceability, authenticity, labelling, nutritional and health aspects, animal welfare, respect for the environment and sustainability, and the characteristics of agricultural and food products, especially in terms of quality, taste, diversity or traditions", is the general objective of this programme.

If consumers are aware of the sustainable characteristics of the European poultry sector compared to the same products from third countries, they can give priority to EU-produced poultry and make an informed choice. Within this programme, our aim is to promote European poultry meat products, more specifically products mainly from chicken and turkey.

Contribution to the environment

This programme, based on the sustainability of European products and production methods, aims to support the European poultry meat sector through communication activities based on the strategies that the proposing organisations and all their partners are implementing to make their production processes and environmental impact more sustainable. These strategies are in line with the European Farm to Fork and Green Deal strategies, both based on achieving greener and more sustainable production systems, among other objectives.

This programme also aims to adapt to new market trends in poultry meat consumption, as well as to the environmental demands that people are increasingly placing on producers.


The contracting of a specialised executive agency is necessary to plan and implement the actions covered in this programme once AVEC and its partners have signed the Grant Agreement. The partners expect a sustainable partnership with the implementing agency, based on high mutual trust, considering the budgets involved and the need to maintain the trust of the partners throughout the proposed programme.

The agency will interact with AVEC as Coordinator, but also with all partners individually to implement the programme in their respective target countries.

The programme will have an overall budget of over €3 million and has a total duration of 2 years. It focuses on three main target groups: young people, family decision-makers (who would form the end-consumer section) and key opinion leaders, in Germany, France, Belgium and Spain.

Open tendering conditions:

  1. The purpose of this tender is to apply for a promotion programme co-financed by the EU's ESA agency. If European funds are not secured, the tender will be considered void.
  2. This offer is not remunerated. Unsuccessful applicants will not receive any financial compensation.
  3. All information sent to successful applicants will be treated as strictly confidential, and due to the institutional nature of the data, cannot be used for other clients.
  4. AVEC will provide applicants, upon request, with technical information on the selection of target markets and the objectives of the programme for the preparation of their proposals.
  5. The selection criteria shall ensure the best value for money in accordance with Regulation (EU) No 1144/2014 of the European Parliament.
  6. Once the creative work has been submitted by the applicant, it becomes the property of the contracting authorities without limitations of time and space, and this includes its use for all methods and media.
  7. The contracting authorities reserve the right to use creative concepts (images, logos, slogans and domain names) in the context of other campaigns of their own and without time limitation.
  8. The selected body shall sign a contract with the contracting entities.
  9. No expenditure shall be incurred before a framework agreement has been signed between the contracting entities and the European Commission, and a framework agreement between the contracting entities and the implementing body.

Mandatory elements to be submitted by applicants:

Applicants must propose a strategic plan for the development of a multi-promotional AER programme in the above-mentioned markets with the aim of improving the image of poultry products and boosting their consumption.

The detailed proposal (PowerPoint format is preferred) should imperatively be sent in English to Ms. Birthe Steenberg([email protected]) and include:

  1. A dated and signed letter of application accepting the tender conditions.
  2. A presentation of the agency, including proof of up-to-date tax payments, information on its financial viability, on its competencies to accompany the partnership with these missions and on its knowledge of the rules concerning EU-funded promotion programmes.
  3. A proposal based on knowledge of the target countries in terms of production, consumption and consumption habits of poultry meat. The agency should be able to propose a series of actions based on the different criteria set out in the proposal.
  4. The agency should describe the objectives, the target audience as well as the expected outputs and should include a budget proposal for each action within the overall framework defined for that campaign.
  5. A sworn declaration duly dated and signed by the applicant declaring any potential conflict of interest arising from work carried out by an institution in the poultry sector in any of the markets covered by the campaign.

The proposal must take into account the mandatory EU signature and other graphic elements as stipulated in Regulation EC/1144/2014 and relevant legislation. The selected executive agency must strictly comply with these criteria for all actions planned and implemented, as non-compliance with these EU rules would result in the ineligibility of the actions and loss of funding. In case our application does not lead to the signature of the grant agreement, the implementation of the campaign should of course serve no purpose and this offer would be null and void.


The selected implementing body will support beneficiaries in the implementation of the following measures foreseen in this programme:

  1. Public relations activities (public relations office and press releases)
  2. Digital communication (social media campaign, online advertising, digital events, etc.).
  3. Organisation of events such as exhibitions/conferences/webinars/
  4. Advertising in different media (press, online, television, outdoor...)

The agency will have to propose how to articulate and adapt all these actions to the different target countries, as well as to demonstrate its expertise in the different fields of activities.

The agency will have to propose how to articulate and adapt all these actions to the different target countries. The AVEC will send technical information on the selection of target markets and the objectives of the programme to applicants on request for the preparation of their proposals.

An evaluation agency will also be selected to audit the programme. The selected body is expected to facilitate the work of the evaluation agency as necessary throughout the project, e.g. provide information requested by the evaluation agency, participate in occasional meetings and accept its recommendations.


The selection will be made by a jury composed of the AVEC team as well as the 3 other partners from France, Germany and Spain involved in the project.

Selection criteria:

  1. Quality and coherence of the strategy, reasoning of the proposed actions (30 points)
  2. Value for money (20 points)
  3. Understanding and strict respect of EU promotion rules (20 points)
  4. Experience in EU promotion projects/communication actions, in particular on sustainability aspects, as well as quality of the information provided on the financial viability of the Agency (20 points)
  5. Qualifications of the project management team and experience in the 4 target countries (10 points)


15 November at 18.00 at the latest: deadline for sending the application to the call for tenders
29 November at 18.00: notification of the selected agency and detailed notification to the other agencies of non-selection


Ms Birthe Steenberg, Secretary General of AVEC([email protected]) is available to answer any questions candidates may have (tel: + 32 (0) 492 10 75 71).

[1] European Commission -
[2] European Commission -

Next 10th May we invite you to a very special day on the occasion of the #WorldPoultryDay. #WorldPoultryDay (from 12h to 13h). We are organising a sectorial meeting #poultryindustry with 3 great professionals to analyse the keys to our future:

Maria Naranjo Crespo, Director of Food, Gastronomy and Wines at ICEX.
Carlos Garcés Narro, specialist in innovation and lecturer in the Department of Animal Production and Food Science and Technology at the CEU Cardenal Herrera University.
#AntonioEscribano, doctor specialising in endocrinology and nutrition as well as sports medicine. Professor of Sports Nutrition at the Catholic University of Murcia.
✅ And Jordi Montfort, Secretary General of #Avianza.

Register at

ARAL magazine (download here) has produced a comprehensive report on the turkey and chicken meat products market over the last year. With the participation of several consultancies and companies in the sector, this analysis shows how the poultry industry has adapted to the new consumption habits of society, both those derived from the effects of this pandemic and those that have been registered in the preferences of families.

The greatest challenge for the sector has been in the personalisation of the product offer, supported by innovation and transformation of the producing companies, as well as in the response to a customer who seeks to know the origin of the products he or she consumes as well as their production processes.

As Jordi Montfort, Secretary General of Avianza, points out in an opinion article that forms part of this study, our sector has placed special emphasis on transparently showing the pillars that support our activity, such as Quality in raw materials, Sustainability and Animal Welfare.

In this article, we explain how we are gaining the trust of a consumer who is increasingly looking for the quality seal of our products of national origin, and for whom we are carrying out digitalisation processes in our value chain to reach them in a more direct and accessible way. And as Jordi Montfort points out, "quality and flavour take precedence over price competition, and this is something the consumer appreciates, who welcomes the new proposals".

Article written by Fernando Caballo Arcaya .

The newspaper Agribusiness includes in its latest issue a special issue dedicated to Animal Welfare, in which our interprofessional has participated with an opinion article in which our main actions in this important commitment of the entire poultry industry are included. You can access the full content of the special on its website. We reproduce here the full article by Jordi Montfort, Secretary General of Avianza.

A responsible, innovative and committed to animal welfare poultry industry

The Spanish poultry industry is an international benchmark for its capacity for innovation, transformation and adaptation to the new challenges posed by consumers and the agri-food value chain itself. Occupying this position has been possible thanks to a constant commitment to investment in all production processes, from genetics, poultry rearing on our farms, logistics and transport, processing and preparation of products, and final marketing. And all of this also generates an important contribution to our economy, as well as boosting business activity in rural areas.

Our farms, production centres and the entire ecosystem of companies in general are becoming increasingly professionalised, more technified, and even more prepared to tackle the process of internationalisation to even more demanding markets, if that is possible. And in this evolution, having an "Animal Welfare Commitment" seal is a priority for everyone. Because a large part of the homework has already been done. We are talking about the ability to transparently show consumers that, for years, our companies and professionals have been complying with the principles laid down by the World Organisation for Animal Health (OIE) in terms of animal welfare, as well as with European Union regulations, such as the European Convention for the Protection of Animals kept for Farming Purposes. These are facts.

Having an "Animal Welfare Commitment" seal is a priority for all of us.


For this reason, our interprofessional actively participates in different working committees, both in our sector and with other interprofessionals, to create a common framework that allows us to promote a seal that represents to our consumers the guarantee of a poultry production that is governed by the highest standards of animal welfare, as well as ethical criteria. These standards are applied in the areas of biosecurity, feeding, housing and facilities, and animal handling.

It is a common responsibility, which is nourished by the improvements proposed by the entire ecosystem of the meat industry, expert committees involving universities and technology centres, certification bodies, operators and animal protection and defence organisations themselves. Dialogue and respect must be the basis for improvement.

Because in the European Union we have one of the most demanding and advanced regulations in the field of animal welfare, and our companies are guarantors of its compliance. When our poultry products compete in international markets, and also nationally, this should be an important competitive advantage, especially in the face of the threat of low-cost poultry meat from markets that are more lax in their production policies. And this is something we want to emphasise in a positive way: Spanish poultry meat is a healthy, safe and quality product.

Our companies and professionals have spent years transforming their facilities into highly advanced complexes, where innovation and digitalisation help to control and improve every part of the production process, with significant investment in traceability. Technologies such as blockchain, or the governance and adoption of data for better decision-making, are part of this transformation process, and their practical application can contribute to making initiatives such as our seal of quality and animal welfare more solid and transparent.

We have the opportunity to harmonise certification processes so that the consumer can recognise in a single seal the reality of which we are so proud.


At Avianza, we want consumers to have the guarantee that when they go to your shelves, they can be sure that buying a poultry product produced in Spain is synonymous with all the values mentioned above. And also the effort of thousands of anonymous professionals and families who work every day to ensure that Spanish poultry meat is part of the gastronomic heritage of our country.

In 2021 we face important challenges in the internationalisation of our products, with a focus on markets such as Japan, Hong Kong, the Middle East and the EU itself, especially with a Premium product, and it is up to us to communicate more widely, efficiently and transparently the good animal welfare practices that we have applied in all links of the meat industry value chain.

25 professionals representing the Spanish meat industries have participated in this comprehensive report by the Cárnica magazineThe SWOT of each of the sectors, including the poultry sector, is drawn up. The main Weaknesses and Threats have been analysed, where the report highlights, among others, the tensions in market prices, which have also been reduced by the COVID19 crisis, as well as the need for more proactive communication work on the properties of meat products and the commitment of professionals to a more sustainable and safer production.

In terms of Strengths, the professionals consulted highlight the resilient nature of our industries, as well as our objective of internationalisation, based on the good external image of Spanish products, of high quality and with a production model that is an example for the rest of the markets.

In terms of Opportunities, it focuses on the potential that opening up new markets for our meats would mean for our industries, something that, for example, we are working on at Avianza with the recent agreement with ICEX.

Our Secretary General, Jordi Montfort, has analysed for Cárnica the main components of this SWOT applied to our industry (image attached). The Strengths stand out, where our sector has been making important investments and solid advances in professionalisation and technical improvement of our value chain and innovation as a lever for growth and strengthening of our companies.

It also highlights two of the pillars of production of our interprofessional, such as biosafety and the quality of our products as a sign of our identity and values.

You can download the full report from their website.