Dossier Corporativo 09InglesVERSIONBUENA.indd

Transcription

Corporate Report 2009
Index
Corporate Information
Development of ElPozo Alimentación
Integrated Process Control (IPC)
Food Solutions
Internationals Markets
Human resources
Mission and Foresight
Corporate Social Responsibility
Economical Report 2008
Strategic Plan
Appendices
1. Development of turnover in the last 25 years (in
kilos)
2.Development of workforce (people)
Corporate Report 2009 / ELPOZO ALIMENTACIÓN
Corporate Information
ELPOZO ALIMENTACION has been by the side of the consumer for over 55 years, offering solutions for their ever more demanding needs.The challenge for this company is to re invent itself and move from a simple food company to a nutritional provider,
whose prime target is to offer today’s society more for less, concentrating on creating value in the long term.
This organisation has it’s origin in a modest industrial project which started life in 1954 in the town of Alhama de Murcia in
Murcia. The roots of this initiative go back as far as 1935 with the opening of a small charcuterie in the aforementioned town,
in the El Pozo (The Water Well) Square, which gave rise to the brand “ELPOZO” now well known throughout Spain and many
parts of the world.
ELPOZO ALIMENTACION has been backing innovation for many years as an undisputable factor for growth in an ever more globalised world, where what really count are the solutions given to the demands created. For this reason, from the very beginning
it was decided within the company to stand by the consumer, the company’s key element and reason for being.
This company enjoys an important position both nationally and internationally in the fields of RND+i, productive systems, quality, technology and commitment to society.
Its philosophy of sustained and responsible growth is based on a policy of re investment never before seen in the food sector,
within which it is characterised by its main strengths: the orientation towards the consumer, the strengthening of innovation
and working constantly for the recognition of its brand.
In the last financial year ELPOZO ALIMENTACION has invoiced 614 million Euros and its workforce at the production plant in
Alhama de Murcia is now over 3.400 direct workers and some 11.000 employed indirectly.
ELPOZO ALIMENTACION has a main differencing factor, its firm dedication to the consumer. After this maximum, and from its
beginnings, it actively worked to create a pioneering Integrated Process Control, which consists of a traceability system that
allows the direct supervision of all activities: from the investigation of the consumers needs and demands, the information
derived from the points of sale, the raw materials for the production of animal feed, the farms for breeding and fattening, the
transformation, the processing, the sales and the services offered to distribution chains, and the personalised attention to the
consumer for the solutions we offer.
This system, unique in its class, allows ELPOZO to control the most important aspects throughout all the production process,
with the aim of guaranteeing the food solutions, which offer nutrition, health, flavour and comfort. Its firm commitment is to
nutrition and wellbeing: two concepts that nowadays are entwined together with food.These efforts are centred on the development of solutions which offer consumers a healthy and balanced diet, and an evermore pleasurable one.
ELPOZO ALIMENTACION has made it its goal to see through a sustainable development that allows it to continue generating
confidence within its main groups of interest: consumers and clients, employees, institutions, partners and capital.
Development of ElPozo Alimentación
1954
1960
1970
1980
1990
1996
HOY
Some dates….
The opening of a modest charcuterie store in the “El Pozo” Square in Alhama de Murcia.
The start of a small industry for processing meat products from local pork supplies.
The start of farming activity.
The start up of the first slaughterhouse – cold store and cutting room, selling both fresh meat as well as processed meat products.
The inauguration of part of the current installations and the first national sales of products.
The first TV publicity campaign.
The start up of a modern ham curing plant with over 42.000 square metres of factory floor and an investment
of 10.8 million Euros.
The opening of the Logistical Centre with an investment of 15 million Euros and an area of 12.000 square metres.
The opening of a new Social Centre with an investment of over 6 million Euros destined for the use of the workers.
The celebration of the company’s 50th anniversary, that from a meat industry it has become a food company.
This year 42 million Euros are invested in order to continue with the expansion and modernisation of the
productive centre in Alhama de Murcia.
The start up of a Kindergarten for children between 0 and 3 years of age, destined for the children of the
employees.
Work begins at the Centre for Meat Preparation and Fresh meat products.
75 million Euros are invested in structural improvements for the company.
Finalisation of the building of the new slicing and cooking plant which will be running fully during 2010.
Integrated Process Control (IPC)
The business activity of ELPOZO ALIMENTACION is characterised by a
total vertical integration, which it achieves through the holding Grupo Fuertes. Companies of the same group intertwine their activity to
achieve the traceability in all the food solutions that the Grupo Fuertes food companies sell.
ThisTraceability process allows ELPOZO to assure the whole productive chain of controlling from the raw materials to the final food
solution that reaches the consumer.
• Consumer.- The professionals at ELPOZO ALIMENTACION, motivated
by their president, centre their daily work on learning to listen to the
desires and needs of their two main clients: the distributors and the final
consumers of the ELPOZO food solutions.
• Distribution.- At the points of sale ELPOZO ALIMENTACION obtains the data
necessary for further study into the expectations of their clients-consumers.
• Agricultural Activities.- Control over the origin of the raw materials that livestock
need for fattening, and the development of crops, fundamentally corn and barley.
The raw materials reach the modern feed mills where they are mixed and enriched with vitamins and minerals, according to the
age and use of the livestock. The system of continuous controls allows for a guaranteed healthy and balanced diet for different
breeds. For this reason, the laboratories at the plants count on a specialized line of analysis of raw materials in real time, thanks
to the latest generation technologies.
•Livestock.- Feed is produced for the livestock. The best breeds are genetically selected until we obtain the excellent quality for
the meats.The numbers of units needed for ELPOZO are produced for their transformation.There are four varieties produced Pork,
Iberian Pork, Turkey and Beef. The norms for Animal Welfare are strictly followed in all the companies’ activities.
• Meat Preparation Centre and Fresh Meat Products.- The exhaustive control and understanding of its characteristics allow the
choice of the best cuts for the best use of the meat for further processing. The production plant is equipped with the most advanced technology, automating most of the transformation process.
• Elaboración.- En ningún momento se rompe la cadena del frío, la carne pasa a las distintas plantas de elaboración donde se producen más de 300 referencias: una amplia gama deYork, charcutería, salchichas, gran variedad de embutidos y jamones curados,
así como una amplia gama de comidas preparadas.
• Processing.- At no moment is the temperature chain broken, with the meat passing from one plant to where more than 300
product references are made: a wide range of York, Charcuturie, sausages, and a large variety of air dried sausage and hams, as
well as a wide range of ready meals.
• Sales.- ELPOZO ALIMENTACIÓN directly serves all its clients. It boasts three service areas for sales, which are responsible for
developing the different product lines: National Processed Meat Products, International Meat Products and Fresh Meat.
Its wide sales network allows the brand ELPOZO to be found in 65 countries worldwide.
The innovation, communication and guarantee of the brand are promoted from within by the Marketing team.
• Logistics.- Once produced, the solutions are labelled and boxed according to the need of each client, distribution channel or
market, to which they are delivered in record time. This traditional added value has been improved by the inclusion of a Logistics
Centre, an installation that allows us to adapt the orders to the requirements of the market, efficiently.
The logistics area acts in coordination with the Production, Sales and Demand Planning , who in connection with the clients organize the daily production activities. A fleet of heavy duty vehicles and distribution vans deliver the orders with a logistical solution
adapted to the needs of each client, distribution channel and market.
Food Solutions
In ELPOZO ALIMENTACION there exists a strong concern, a commitment in capital letters to establishing trusting relationships
with our consumers and clients, developing a wide range of solutions with maximum quality and yield for the home. Solutions that
respond to their real needs for flavour, variety, size, concepts and uses.
With a solid technological base, together with a constant backing of investigation, ELPOZO ALIMENTACION respects the tradition
of its origins at the same time it manages to be leader in innovation within the meat sector, as is the case of the BienStar and All
Natural lines, based on healthy and natural products, deciding for a healthy diet apt for everyone.
ELPOZO ALIMENTACION boasts a wide portfolio of solutions offered to consumers and clients that run from fresh meat products
from pork, Iberian pork, turkey and beef, to processed products in all categories:York, cooked, sausages, air dried sausage, salami,
chorizo, paprika paté, fuet and longanizas, patés, roast chicken....... and hams, both white as well as Iberian.
All the products carry the same brand“ELPOZO”, whether for the Food Channel as well as Food Service, as a guarantee of quality
and confidence.
The Marketing area continually carries out market studies, which make it possible to update, modify and create new concepts,
baring in mind the needs and new tendencies that both the national and international markets demand, adapting formats and
flavours to the requirements of different countries. ELPOZO ALIMENTACION carries out important investments in Investigation,
Development and Innovation in order to offer food solutions with added value.
Food Solutions
The food solutions offered by ELPOZO are
mainly based on four lines of development of
axis, each one responds to specific needs of
the consumer:
HEALTH / CARE Axis: under the area of ELPOZO BienStar, a pioneering line and a reference point for innovation within the meat
industry, it includes a range of products directed at a consumer concerned about his or
her health and a healthy diet, reducing the
consumption of fats or salt in their diet.
NATURAL Axis: under the area of ELPOZO All
Natural, this new range of products is directed at the consumers who care for their food
and look to improve it through the consumption of food without additives.
FLAVOUR / PLEASURE Axis: made up of a rangeofPremiumproducts,ofmaximumquality
and flavour, and under the name of ELPOZO
Selección and Legado Ibérico.
TRADITON Axis: This covers a wide variety
of traditional products made of pork, Iberian
pork, turkey and beef.
It is the company’s aim to continue working
to overcome the challenges that the future
offers, developing food solutions that contribute to the consumers’enjoyment in their
daily life, with the confidence of a great and
close by brand that is concerned about their
quality of life.
International Markets
In 1990 the company started its export activity. Initially it was centred on adapting certain products like chorizos and theYork range
to the particular tastes of the export markets.
This division has grown, maintaining a rate of growth over 8% per annum in the last five years.
Its singular model of management, based on innovation and flexibility, and its way of understanding food as a solution, together
with a quick response to the demands of the market, have made way for an important international growth and an excellent acceptance of its various food solutions.
At present, as well as the complete national range, it sells solutions destined exclusively to export as is the case of the cooked hams,
French style, Sarta Chorizo, sweet, spicy and extra spicy as the French like it, and also adapted to the tastes of consumers in several
European countries like Germany, Belgium, Holland etc. In the Serrano Ham category different presentations have been developed
adapting again to the needs of different markets.
The company has sister companies in France and Portugal (created in 1991 and 1993 respectively). In particular the brand ELPOZO
has an important positioning in the Chorizo segment.
Products like Serrano Ham and Iberian Ham, prestigiously placed at the Top of the Spanish gastronomy, are significantly helping the international
growth of the company, which is currently present
in four continents.The food solutions from ELPOZO
reach one billion potential consumers in more than
65 countries worldwide.
The company’s strategy for the international future
iscentredoncontinuingtoopennewsaleshorizons,
concentrating on the development of its presence
in the most relevant international markets and carrying out strategic cooperation agreements.
The food solutions from ElPOZO
reach one billion consumers in 65
countries
Human Resources
With over 3.400 workers and a network
of 425 sales agents, ELPOZO ALIMENTACION has centred its efforts on developing techniques for Human Resources
with the aim of satisfying the best way
possible the demands and needs of its
employees in order to achieve a motivated working climate. The workforce
stands out for its youth and innovative
spirit, the average age being 33.
As well as the direct work posts, ELPOZO ALIMENTACION creates more than
11.000 jobs indirectly, derived from its
production process.
ELPOZO ALIMENTACION wants to reinforce the corporative culture that allows
it to consolidate an open and dynamic
organisation, with dialogue and participation, in which there are no rigid
structures, with information that flows
and where the value of people is important. In this line, it promotes initiative
creativity, innovation, anticipation and
efficiency, without forgetting its solid
values of ethics, responsibility and simplicity – as well as the professional principles such as effort, capacity and team
spirit.
Through the application ofTotal Quality
tools all the members of the team follow
theproposalsinducedbyaphilosophyof
continuousimprovement.Thecompany
promotes improvement groups, thanks
to which the workers develop the implementation of innovations in both installations as well as work processes.
ELPOZO ALIMENTACION boasts some
of the best professionals in the market
given that it is always the most competentandcommittedpeoplethatmake
the difference. In this organisation training,participationandcommunication
is stimulated at all levels.
Specific courses are offered for continual training, prevention courses and
otheractivitiessuchassuggestionboxes
and the aforementioned improvement
groups too.
The workers at ELPOZO ALIMENTACION
all have in common:
-A high grade of commitment and motivation in their daily work to business’
challenges.
-A concern for continual improvement
and innovation to reach maximum quality in the food solutions, processes and
results.
-Willpower to overcome and tenacity to
achieve the goals established and a permanent inconformity to better oneself.
-Passion for quality, integrity and professional ethics.
Stakeholders
This company considers it a priority to
maintain interactive relationships and
that they add value with five sectors of
the population: its clients and consumers, its workers, its suppliers, with its
capital and with the institutions and society as a whole.
Social Services
ELPOZOALIMENTACIONisconsideredas
a socially responsible company that strives for the wellbeing and satisfaction of
the entire workforce, in their family and
working life where possible, providing
tools and services for the workers and
their families.
The company has a large Social Centre
destined for the use of more than 3.400
people in the company that has meant
an investment of 6 million Euros with
an area of 3.500 square metres on three
levels. This centre has a cafeteria and
dining areas with a capacity for more
than 200 people, a reading room, TV
room, rest and relax rooms and a Fitness
centre. As well as this, this social centre
has a modern clinic that offers medical
assistance 24 hours a day with an important infrastructure.
As well as this, it has a Kindergarten for
the initial ages of children from 0 to 3
years of age for the use of the children
of workers. A supermarket and a bank
are also available for workers at ELPOZO.
These installations, together with the
indoor sports pavilion and several multi
sports courts, constitute a wide offer of
social services for the work team that
make up this organisation.
Mission and Foresight
Its Mission is to satisfy the needs of its clients and consumers through the generation of value in all the groups of interest within
the world of food. For this, it develops a continual adaptation towards company excellence.
This excellence is centred on offering products of high quality, confidence and branding to the consumers, supplying products and
services to clients, creating profitability and value for the shareholders, offering income and future for employees, guaranteeing
income for suppliers and promoting social responsibility.
At ELPOZO ALIMENTACION we believe in people, knowledge, technology and communication as key factors that determine the
company’s success. For this reason, this company has developed a complete range of solutions based on the management of
people and knowledge and built on a platform of new technologies.These applications, which are all formed by individual people,
give support to processes and changes in the management and allow it to optimise its intellectual capital and thereby achieve an
authentic competitive edge.
The philosophy of this company is based on Business Excellence
As far as its VISION it is to be the company of indisputable reference in the protein based food sector: With high market share
nationally and notable presence internationally, leader in profitability, quality and customer service and with a highly recognised
and innovative brand.
Corporative Social Responsibility
Corporative Social Responsibility
Economic
Dimension
Human
Dimension
Social
Dimension
Environmental
Dimension
Generation of Sustainable
Value
Respect for the people it
works with.
Support for the development of the
companies with which it works
Respect for the
environment
Shareholders
The creation of sustainable value in time for the shareholders is a fundamental aim of ELPOZO ALIMENTACION, upon which it also bases its economical policy in a
continual reinvestment of profits, which guarantees and
secures a long and fruitful future for the organisation.
Clients
ELPOZO ALIMENTACIÓN understands that its basic responsibility in the relationship with its clients, stems from
the expectation for continual improvement. It searches
for ways together in order to achieve the common goal
of satisfying consumers.
Consumers
Its daily goal is to make life easier, supplying food solutions that exceed their organoleptic expectations, providing a bonus in health, with the aim of offering them an
easier, more comfortable and happier lifestyle.
Employees
The expectation of creating the maximum reciprocal
value and the best working climate possible, offering
services: kindergarten, fitness centre, bank facilities etc.
Which help the working combine the working life with
the family life.
Suppliers
The company maintains a relationship with its suppliers,
following criteria of targets, transparency, professionalism and opportunities of equality opportunity.
Environment
The company boasts the Environmental Management
certification UNE-EN-ISO 14001. The compliance with
these norms allows the organisation, among other points, to minimise the residues, atmospheric emissions
and wastes, strengthening the recycling of the residues
created, as well as promoting among the all levels of
the organisation a correct behaviours in line with the
application of the norm.
There is a historical and constant interest in the improvement of the working areas, at the same time an obvious
patent for the use and development of what is called“the
AvailableTechnical Improvements”(ATI), the use of which
isrecommendedandputintopractisebyELPOZOALIMENTACION.
Community Support
ELPOZOALIMENTACIONkeepsafirmcommitmenttoquality of life and the improvement of societies and communities within which it operates. Support for sports with the
sponsoring of Indoor Soccer since 1989, one of which plays
in the Division of Honour, maximum category in this sport,
and this year it celebrates its 20th anniversary. It actively
collaborates with Murcia Institute for Consumers (IMC)
financingactivitiesgearedtowardspromotinghealthyeating habits among the population. It develops activities,
such a editing books and audiovisual media towards the
promotion of gastronomic culture among citizens, as well
as a long list of activities geared to social growth at all
levels.
Economical Report 2008
COMPANY DATA
The production plant and headquarters are in Alhama de Murcia, Avda. Antonio Fuertes Nº1
Tel + 34 968.636825 Fax: +34 968.636715 e:mail: [email protected]
INFORMATION OF INTEREST
Sales in the period
614 Million Euros.
Increase over the previous year 2007
11%
Investments
75 M. Eur.
Workforce on 31-12-2008
3.462 personas
MANAGEMENT TEAM
President
Vice-president
D. Tomás Fuertes Fernández
D. José Fuertes Fernández
Director General
ViceDirector General
Director of Administration and Finances
Director of Operations
Director of Expansion
D. Tomás Fuertes Fernández
D. Rafael Fuertes Quintanilla
D. Ginés Clares Sevilla
D. Juan Pedro Florido Cazorla
D. Fulgencio Sánchez Moreno
Commercial Director –Processed Products
Commercial Director – Fresh Meats
Export Sales Director
Director of Marketing
Purchasing Director
Director of Human Resources
Director of RnD
Director of Quality
D. José Andrés Alarcón García
D. Mariano García Pérez
D. Gilberto Sánchez Alcázar
D. Julián González García
D. Constantino Sánchez López
D. Manuel García Juesas
D. Juan Pedro Lajarín Barquero
D. Joaquín García Pérez
ACTIVITY
Food company.
COMPANY SALES STRUCTURE
*In Spain, the wish to offer a quality services geared towards local points of sale, has given rise to the development of a sales
team based on self improvement, with 425 sales managers giving service to 30.000 points of sale for food and food service,
covered by national and international geographical structures.
* 2 Sister companies: France and Portugal
* Sales of products with the ELPOZO brand in 75 countries worldwide, and with a presence in four continents.
Strategic Plan
The investments made, worth over 300 million Euros in the last five years, ratify the commitment of ELPOZO ALIMENTACION with
its clients and consumers, employees, institutions, shareholders and with society in general to create wealth and progress, offering
value in each one of them.
The aims set by ELPOZO ALIMENTACION for the next few years is to grow at a rate of 10% per annum, developing a strong support
for innovation, as well as underlining a discipline in the whole process reaching an absolute standardisation.
In order to reach these aims, the company is dimensioning itself appropriately in order to face the future with more than enough
guarantees of growth in the heart of a market which is evermore globalised.
Once running, the Meat and Fresh Meat Products Processing Plant has given the company a capacity to treble its production over
the mid to long term, the following step being in the near future to open the new plant for slicing and forYork products, set to open
in 2010.This plant which represents an investment of approximately 120 million Euros, includes the most innovative technology
with the aim of improving efficiency in the adaptation to new consumer tendencies, and therefore a preparation for the future.
The new installation has over 40.000 square metres of factory floor on three levels with intelligent warehouses that will be used
daily to process 20.000 trays of fresh meat and poultry. This centre is adapted to the Halal norms in order to guarantee the consumption of poutlry in muslim countries.
The investments made in 2008 have reached 75 Million Euros, both direct and indirectly. This strong investment accents the firm
desire of the company to be efficient and create value for its shareholders.
ELPOZO ALIMENTACION
has invested more than 300 Million Euros
in the 21st Century
APPENDICES-Development of turnover in the last
25 years (in kilos)
85 86
87
88
89 90 91
92
93
94
95
96 97
98
99
00 01
02
03
04 05
06
07
08
09
APPENDICES - Development of workforce (people)
3.500
85 86
87
88
89 90 91
92
93
94
95
96 97
98
99
00 01
02
03
04 05
06
07
08
09

Dossier Corporativo 09InglesVERSIONBUENA.indd

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