In November 2024, a total of 1,042 Covirán supermarkets located in Andalusia and Extremadura launched a new white chicken range under their own brand, framed within the pursuit of welfare, certification, and quality according to their own standards. The launch reflects a strategic commitment within the meat category, as chicken accounts for more than 50% of sales in this section.
Sustainability and commitment to animal welfare are key pillars of this project, for which Covirán has selected Inasur, a family-owned company from Córdoba, as its main supplier on account of holding the Welfair certification, the highest recognition at European level in animal welfare, which ensures that both farms and slaughter facilities strictly comply with the standards established by the European Community.
In this way, INASUR (Industria Avícola Sureña) becomes its main supplier. The Córdoba-based poultry company ranks among the ten largest broiler integrators in Spain by slaughter volume. It is worth noting that Inasur holds a 40% stake in the Vall Companys group, the undisputed leader in the poultry meat sector in Spain.
Its facilities stand out for holding quality certifications such as the IFS Food (agri-food production), Welfare Quality managed by IRTA, and ISO 14001 environmental management.
Sustainability is one of Covirán’s fundamental pillars. For this reason, this new range will be available through the Andalusia and Extremadura platforms, prioritising proximity between supplier and point of sale in order to reduce environmental impact. Covirán will also assess the possibility of collaborating in the future with other companies sharing Inasur’s values, with a view to extending this model to other regions.
The Covirán chicken range, Category A, includes high-quality products with a carcass weight exceeding 2 kg to guarantee maximum yield. Covirán will offer a range of 12 SKUs, available both at the service counter and as self-service.
As animal welfare becomes increasingly important to consumers, Covirán responds to this demand by offering products that guarantee respect and care for the birds. With the Welfair certification, the Covirán chicken range ensures that the birds have been reared under optimal conditions, free from stress and suffering, in line with the ethical values of today’s consumers.
Covirán is a food distribution company made up of 2,209 independent retail members in this sector, and is currently the leading Iberian cooperative by number of establishments.
For more information:
-. Welfair Certificate criteria TM
-. Certification in poultry farming