Madrid, 11 November 2025. The Spanish broiler sector continues to advance its strategic plan to internationalise its sales. Specifically, the Interprofessional Association of the Spanish Broiler Industry – Avianza – has led a commercial “strike force” in Manila, underscoring the sector’s proactive strategy to diversify the markets to which it can export chicken and turkey meat and their derivatives.
The mission, which took place from 3 to 6 November 2025 and received strategic support from the Ministry of Agriculture, Fisheries and Food (MAPA), was no mere courtesy visit. It represents the industry’s spearhead for establishing a foothold in one of South-East Asia’s fastest-growing markets. This trade exploration was coordinated by specialist consultancy Eibens and forms part of the strategic plan of Avianza and MAPA to strengthen the presence of #SpanishPoultry in international markets and support broiler and turkey integrators in their expansion and internationalisation.
The Spanish delegation left no room for doubt about the seriousness of its commitment. Alongside Avianza’s senior leadership, representatives from four of the sector’s heavyweights travelled to Manila — between them, these four companies account for nearly 50% of all chicken produced in Spain: Coren, Vall Companys, Uvesa and Padesa. The objective was clear: to move from paperwork (the authorisation) to action (the contracts), connecting directly with the key players in the Philippine market.
The Philippines is considered a strategic destination — not only because of the country itself, with a population of 116 million inhabitants, but also as a further gateway into Asian markets, where there is growing demand for quality poultry products and specific cuts such as breast, wings and mechanically separated meat (MSM), in which the Spanish industry is highly competitive.
Over four intensive days, the delegation maintained a high-level agenda combining B2B meetings with the country’s leading importers, distributors and value chain operators. Specifically, the delegation held meetings with key organisations and operators including PAMPI (Philippine Association of Meat Processors Inc.), MITA (Meat Importers and Traders Association), S&R Shopping, the Landers retail chain, Consistent Frozen Solutions, FRABELLE, Mexico Dressing Plant Inc. in coordination with CMA CGM, POLARIS Cold Storage and local markets.
Jordi Montfort, Secretary General of Avianza, highlighted the proactive nature of the mission and emphasised the importance of acting with the medium and long term in mind. “This mission enables us to drive real commercial opportunities and demonstrate the quality of Spanish poultry. It is gratifying to accompany our companies in opening new markets and consolidating a solid international presence. The Philippines is a clear strategic step in the global expansion of #SpanishPoultry.”
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