Vall Companys Group, a meat processor in Spain, has launched a new commercial division to expand its presence in overseas markets for cooked and cured meats, particularly in China.
The family-owned company, based in Lleida in western Catalonia, has created Ores, which is comprised of seven companies, 12 different brands and 200 SKUs to serve as a “benchmark umbrella brand for Spanish and international large-scale retailers”, a spokesperson confirmed.
Founded in 1956, Vall already exports a variety of hams to the US and South America, the UK, Germany, France and Italy, where it plans to consolidate its position through Ores, as well as target new international markets in Asia. It also supplies frozen pork products to China, where the company sees “great potential in the medium and long term because it is a very brand-oriented market where gourmet products usually do well”, the spokesperson told just-food.
“Asian markets will be strategic in the long term. The demand for cured pork or cooked products is currently low but growing quickly. China is the main target market on which Ores would like to focus its efforts,” the spokesperson said, adding that exports currently account for 30% of Vall’s sales.
Ores is an acronym for Orígenes de España, which roughly translates to Spanish origins. As well as pork, Vall also produces poultry and red-meat products.
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“The goal is to commercialise cured and cooked meat products notable for being produced in prestigious Spanish locations and also for the specialisation in, and control over, animal genetics involved in their production, encapsulating the entire value chain within a single company,” Vall said in a statement announcing the Ores roll out.
Vall’s new commercial arm was launched following “significant efforts” in new product development to make Ores a “pork specialist with added values such as vertical integration of the chain, traceability, animal welfare certifications and a wide range of products from Serrano ham to Jabugo Iberian ham. The return on this investment is already bearing fruit,” the spokesperson said.