Welfair® promotes animal welfare certification in new international markets
Iñigo Cucurull Ortega, business development director of Welfair®, explains how certification based on scientific indicators and independent audits is expanding across Europe, Central America and Latin America to improve animal welfare on thousands of farms.
"Independence and scientific rigor have been key to the growth of Welfair® "
The certification Welfair® continues its international expansion in 2026, consolidating its position as one of the most recognized animal welfare certifications in Europe, Central America, and Latin America. Currently, more than 1.100 companies and 32.000 farms rely on this certification, which is based on scientific indicators and independent audits.
We spoke with Iñigo Cucurull Ortega, business development director of the certification Welfair®, on the international expansion of the seal and the importance of applying scientific and consistent standards in all markets.
Welfair® is already a leader in animal welfare in Spain and Portugal and has a presence in countries such as Argentina, Belgium, Brazil, Chile, Costa Rica, Denmark, Ecuador, and Mexico. What do you think has been key to achieving this leadership?
In new markets, it is especially valued independence, flexibility, and scientific rigor de Welfair®. The methodology was designed to adapt to multiple production realities: intensive or extensive systems, temperate or tropical climates and different livestock contexts.
The evaluation is based on indicators observed directly in the animalsThis allows us to measure their actual well-being regardless of the farm's characteristics. Furthermore, we work with independent certifying entities, which provides greater credibility in new markets.
The certification Welfair® is based on a scientific methodology applicable in different countries, species, and production contexts. How exactly does it work, and what makes it exportable worldwide?
The certification process includes two main parts:
- Common block: Between 25 and 40 indicators based on direct observation of the animals, assessing their life experience. Each indicator has a weight according to the species, resulting in a final score of 0 to 100 points.
- Mandatory local requirements: based on the legislation of each country, but interpreted to ensure greater rigor.
This combination of global criteria and local adaptation It allows the certification to be applied in different countries and production systems without losing consistency.
“In new markets, independence, flexibility, and scientific rigor are especially valued Welfair®.”
— Iñigo Cucurull Ortega, business development director of Welfair®
By 2026, the goal is to reach more countries in Europe, Central America, and Latin America. How do you select the new markets where you expand?
Our priority is to consolidate our presence in countries with large cattle ranchwhere the positive impact on animal welfare can be greater and where many livestock companies are already taking important steps to improve their practices and strengthen their commitment in this area.
We also consider:
● Consumer sensitivity regarding animal welfare.
● The role of supermarkets and local brands in promoting certified products.
● The existence of livestock companies that are aware of animal welfare and committed to improving their practices.
● The presence of pioneering companies and local collaborators that facilitate the implementation of the seal.
When Welfair® enters a new country, how do you adapt global standards to local legislation and production realities without losing the rigor of the seal?
The process begins with pilot audits together with pioneering companies and local partners. This allows us to identify specific characteristics, areas for improvement, and necessary adjustments in the interpretation of criteria without compromising the rigor of the seal.
For some requirements, we implemented adaptation periods of up to 2 years, supporting companies towards a model that is more respectful of animal welfare.
The methodology of Welfair® was designed to adapt to multiple production realities and facilitate its application in different countries and livestock systems.
What role do alliances with local companies and brands play in consolidating certification in these new markets?
They are essential. tractor companies They lead the change and use the seal Welfair® for to make visible their commitment to animal welfareWe work together on outreach and communication to generate a positive commercial impact.
Currently, more than 1.100 companies and 32.000 farms rely on Welfair®. How do you manage to generate and maintain this trust?
Trust is based on independence and scientific backing. The methodology Welfair® is based on more than 20 years of research that have achieved consensus on how to measure animal welfare.
In addition, we strengthened communication with companies, supermarkets and brands to better understand how they use certification and add more value.
How does it manage Welfair® industry feedback and potential issues at certified facilities?
We actively listen to producers, visit affected farms, and always prioritize the animal needs. At the same time, we are introducing changes gradually, balancing animal welfare, economic sustainability and social impact.
What are the main challenges you see in the internationalization of the label?
In terms of international expansion, we face two main challenges:
- La complexity of animal welfareEach species has different needs, and not everything that seems best for humans is best for animals.
- La Consumer perception: It often simplifies animal welfare to a few parameters (grazing, facilities).
Welfair® evaluates holistically, improving well-being without compromising the food safety and accessibility.
The stamp Welfair® provides transparency on how animals are raised and slaughtered, helping consumers make informed decisions.
What difference do you think it can offer? Welfair® in the way animal products are consumed globally?
The presence of the seal raises awareness about the actual production of food. We seek transparency and sustainability economic, ensuring quality and affordable food, while fostering a responsible consumption.
Looking to the future, what message would you give about the importance of animal welfare and more responsible consumption globally?
Every purchase is a decision about the world around us: animal welfare, sustainability, and the rural economy. With products Welfair®, we indicate that We want respectful animal husbandry without sacrificing food safety or accessibility.