José Salcedo Soria, the iconic company behind the renowned brand ‘El Navarrico’, known for its exceptional vegetable preserves, is embarking this year on an exciting journey of diversification with the launch of three new business lines: traditional broths, ready meals, and sauces.

With an initial investment of €600,000 in 2023 to launch new production lines, and an additional €400,000 commitment this year to refine these processes and move toward digitalization, the San Adrián-based company demonstrates its ambition and dedication to innovation. This investment aims not only to expand production but also to implement a Circular Economy plan, targeting greater efficiency and sustainability, while reinforcing its marketing and communication strategies.

Under the distinctive ‘El Navarrico’ label, the company plans to launch a range of traditional broths including cocido (Spanish stew), chicken broth, and fish fumet, each presented in 785 ml containers that emphasize authenticity and natural ingredients. In addition, starting in March, ‘El Navarrico’ will enter the ready-meal market with a series of legume- and vegetable-based dishes—traditional, nutritionally complete recipes offered in practical 340-gram microwave-safe trays. As a final touch, the company is also developing a line of high-quality emulsified sauces such as alioli and mayonnaise, packaged in elegant 212 ml glass jars.

Financially, José Salcedo Soria closed 2023 with an impressive 10% revenue increase, reaching €9.4 million, with around €2 million generated from export activities. Its main international markets, including the United Kingdom, the United States, and Germany, continue to show significant growth potential, especially for high value-added products.

Domestically, ‘El Navarrico’ has strengthened its position in the mass distribution channel, which now accounts for 55% of its business, compared to 34% in traditional retail and 11% in hospitality. The brand has expanded its presence both under its own label and through partnerships with renowned chains such as El Club del Gourmet at El Corte Inglés, Costco, and Eroski, as well as through private label lines, which in 2023 accounted for 35% of total sales—a notable increase from the previous year. This progress reflects ‘El Navarrico’s’ ongoing commitment to quality, innovation, and sustainability, cementing its legacy as a leader in the agri-food sector.

Link to the original article: https://www.alimarket.es/alimentacion/noticia/383662/-el-navarrico—al-abordaje-de-tres-nuevas-lineas-de-negocio