Corporate Report 2012

Transcription

1 Corporate Report 2012

2 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 2011 Strategic Plan Appendices 1. Development of turnover in the last 25 years (in kilos) 2.Development of workforce (people)

3 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 its 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 R+D+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 740 million Euros and despite the difficult economic situation grew by 12 % comparing with the previous year. And its workforce at the production plant in Alhama de Murcia is now over direct workers and some 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. Corporate Report 2012 / ELPOZO ALIMENTACIÓN

4 trayectoria de Elpozo Alimentación 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 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 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. ELPOZO brand is the leader of healthy products within its market Invests 30 M in technological improvements, production equipment, trademark and promotional support. Corporate Report 2012 / ELPOZO ALIMENTACIÓN

5 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. This Traceability 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. 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 80 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. Corporate Report 2012 / ELPOZO ALIMENTACIÓN

6 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, pâtés, 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, bearing 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.

7 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 EL- POZO 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 range of Premium products, of maximum quality 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.

8 International Markets In 1990 the company started its export activity. Initially it was centred on adapting certain products like chorizos and the York range to the particular tastes of the export markets. This division has grown, maintaining a rate of growth over 15% per annum in the last five years. Despite the crisis during 2011 this division s turnover grew by 21%. 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 the moment, further to our national assortment, we export to other markets products created exclusively for this purpose such as chorizo ring with sweet, spicy or extra spicy paprika added to French taste which is also very popular in Germany, Belgium, The Netherlands and other EU countries. In the Serrano Ham category, different presentations have been developed to meet each markets needs. We also sell fresh meat from our own white pork and a special range of iberico pork meat. 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 80 countries worldwide. The company s strategy for the international future is centred on continuing to open new sale horizons, 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 80 countries

9 Human Resources With over workers and a network of 425 sales agents, ELPOZO ALIMENTA- CION 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, ELPO- ZO ALIMENTACION creates more than 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 of Total Quality tools all the members of the team follow the proposals induced by a philosophy of continuous improvement. The company 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 competent and committed people that make the difference. In this organisation training, participation and communication is stimulated at all levels. Specific courses are offered for continual training, prevention courses and other activities such as suggestion boxes 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 ELPOZO ALIMENTACION is considered as 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 people in the company that has meant an investment of 6 million Euros with an area of 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 ELPO- ZO. 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.

10 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.

11 Corporative Social Responsibility Corporative Social Responsibility Economic Dimension Human Dimension Social Dimension Environmental Dimension Generation of Sustainable Value Respeto a las personas con las que trabaja 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 ALIMENTA- CION, 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 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 Available Technical Improvements (ATI), the use of which is recommended and put into practise by ELPOZO ALIMEN- TACION. Community Support ELPOZO ALIMENTACION keeps a firm commitment to quality 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) financing activities geared towards promoting healthy eating 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. Corporate Report 2012 / ELPOZO ALIMENTACIÓN

12 Corporative Social Responsibility COMPANY DATA The production plant and headquarters are in Alhama de Murcia, Avda. Antonio Fuertes Nº1 Tel Fax: e:mail: INFORMATION OF INTEREST Sales in the period Increase over the previous year 2010 Investments Workforce on M. Eur. 12% people President Vice-president Director General ViceDirector General Director of Administration and Finances Director of Operations Director of Expansion 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. Tomás Fuertes Fernández D. José Fuertes Fernández D. Tomás Fuertes Fernández D. Rafael Fuertes Quintanilla D. Ginés Clares Sevilla D. Juan Pedro Florido Cazorla D. Fulgencio Sánchez Moreno 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 service 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 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 80 countries worldwide, and with a presence in four continents. Corporate Report 2012 / ELPOZO ALIMENTACIÓN

13 Strategic Plan The investments made, worth over 450 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 for York products, set to open in 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 will have over square metres of factory floor on three levels with intelligent warehouses that will be used daily to process trays of fresh meat and poultry. This centre will be adapted to the Halal norms in order to guarantee the consumption of poutlry in muslim countries. The investments made in 2011 have reached 30 Million Euros, focusing mainly on technology, production equipment, brand support and promotional activities. 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 450 Million Euros in the 21st Century Corporate Report 2012 / ELPOZO ALIMENTACIÓN

14 APPENDICES-Development of turnover in the last 25 years (in kilos)

15 APPENDICES - Development of workforce (people)