When choosing a brand or buying a product, transparency is a determining factor in the decision of consumers, who are guided by the emotion that it transmits. One of the brands working to improve the consumer experience is ElPozo Alimentación, which for 69 years has taken care of an element that makes it present in so many Spanish homes: trust. Thus, over the past seven years, ElPozo has won over many families and has been the most current brand chosen by eight out of ten, according to the Brand Footprint Reference Ranking prepared by consultants Kantar Worldpanel.
ElPozo Alimentación was born 69 years ago from modest origins, with a small establishment in Alhama and over time, it has professionalized its activity. The result is the fruit of humility, effort and honesty. Since then, it has been adapting to the trends and needs of each moment, and for this, R+D+i has been the priority axis of its philosophy, with significant investments in both product and process development. In this way, it leads in the improvement of nutritional characteristics, continuous introduction of innovation and development of new categories of products that meet the demands.
ElPozo’s success in achieving that trust lies in identifying consumers’ needs, which are at the heart of their decisions, and adapting to them with innovation, speed and efficiency, offering food that guarantees health, well-being and confidence. To continue to do and create an added value through what has to do with the shopping and consumption experience. Implementing innovation, maintaining quality, promoting sustainable and respectful practices across the value chain and the environment, betting on differentiation and adding value to food are the keys to growth.
As a food company, it believes the main challenge is to feed the world and do it in a sustainable way to ensure the planet for the next generations and the sector itself. To this end, and as an agent of change, it is involved in responding to social challenges regarding sustainable food, adapting its products and processes to sustainability strategies.
Thus, moving towards a more egalitarian world is one of the objectives that ElPozo is addressing, increasingly committed to removing barriers and barriers and making everyday life easier for consumers. As such, simple tasks such as shopping can become an odyssey for some type of visual impairment for many people. A new initiative by ElPozo Alimentación makes it possible to facilitate this experience.
The well-known food brand has incorporated a new technology into the packaging of products from one of its brands, ElPozo Extratiernos, to make them more accessible to people with vision problems. To do this, it has joined the NaviLens technology, which makes it easy for the user to capture with a mobile camera and without focusing, the color stamp located on the packaging of the product which is on the supermarket shelf. It quickly detects products that contain the NaviLens code and uses audible cues to guide the user to the product so they can pick it up and buy it.
With this code, the mobile will reproduce without reading the information contained on the product label in audio format: ingredients, allergens, nutritional composition and any other information contained in the packaging.
ElPozo Alimentación is the first meat company to adapt its packaging to this technology, in order to make it more inclusive. The new code is already included in a selection of the most outstanding products of ElPozo Extratiernos.
This initiative, developed in ElPozo Extratiernos, is being carried out and aims to support projects of a social, inclusive and cohesive nature with the most disadvantaged areas and especially aimed at the elderly and families with children. This action has been added to other initiatives developed by ElPozo Alimentación to support people with disabilities, such as the ADO Paralympic plan. The support provided by the major food company, as official sponsor of the Spanish Paralympic Committee since 2016, contributes to the promotion of inclusion and diversity.
