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The six interprofessional organisations of the livestock-meat sector, ASICI, AVIANZA, INTERCUN, INTEROVIC, INTERPORC and PROVACUNO, have made public their satisfaction with the approval of the agri-food PERTE (Strategic project for economic recovery and transformation) by the Council of Ministers today, which will allow progress in the transformation of the sector under the levers of sustainability and digitisation, to underpin the Spanish position at the European and world forefront
of the meat sector.

The interprofessionals thank the Government for considering the agri-food sector - of which the livestock-meat chain is an important part - as a strategic sector for the country, an assessment that is reflected in the approval of this PERTE, integrated in the Recovery, Transformation and Resilience Plan, and which is of singular relevance for Spain.

With this approval, the pioneering initiative promoted by the livestock and meat interprofessionals, a strategic sectoral plan linked to European funds, is now being developed by a very large number of companies throughout the chain (livestock farmers and industries) throughout Spain.

This livestock-meat sector project will mobilise significant private investment that accompanies PERTE, with the aim of increasing its environmental sustainability and its capacity for innovation, contributing to the recovery and economic transformation of our country.

This project proposed by the livestock-meat chain 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 the circular economy, renewable energies and digitalisation, and with an important focus on the territorial problems of our country and the positive contribution to the structuring of rural Spain
and the fight against depopulation.

With all this, the livestock-meat chain continues to demonstrate its commitment to contribute to the progress and development of Spanish society and its territories, through an ecosystem of activities that generates employment, wealth, territorial and socio-economic structuring, and is focused on sustainability and balanced, healthy and responsible food.

The doors of Gulfood, the largest trade fair in the Middle East dedicated to the food and hospitality industry, will open on 13 February and Avianza, the Spanish Interprofessional Association of Poultry Meat, will be there, hand in hand with ICEX, as part of its internationalisation plan.

The Dubai World Trade Centre will be the place where, for four days, the Avianza team will have its stand in Saeed Hall 1 - World Food S1-J4 / S1-K3 STAND 04, which will become the point of reference for all visitors from 120 countries and more than 4,000 companies attending who want to know the excellence and quality of Spanish poultry meat.

Participation in Gulfood is one more action within the #MEgustaPoultry campaign, which began last September in Dubai, to give visibility and promote Spanish poultry meat in the Middle East, one of the priority markets of its internationalisation plan. This campaign aims to show distributors, the catering sector and consumers 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.

During these months, several actions have been carried out, from the "Back to School" campaign in which 3 renowned Influencers in the UAE have collaborated to prepare various dishes using chicken, turkey and quail as a base, to training courses for cooks and chefs in the country with the renowned Asturian chef Mariano Andrés at SCAFA, The School of Culinary And Finishing Arts in Dubai, among other activities.

The #MEgustaPoultry campaign, which, in addition to the support of ICEX, has the backing of the Foods & Wines From Spain brand and the use of the Poultry From Spain quality seal, culminates with participation in this renowned trade fair, where the aim is to increase 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, "it is very important for Avianza to be able to participate in such renowned trade fairs as Gulfood, which allows us to showcase the quality of Spanish poultry meat products in such an interesting and important region within our internationalisation plan as the countries of the Middle East".

We invite you to follow us on our social networks, Instagram and LinkedIn, where, in the coming weeks, we will be sharing our experience at Gulfood.  

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".