“Consumers increasingly value not only the quality of a product, but also its origin and respect for animal welfare.”
Juan Carlos Martínez Álvarez has been involved in the world of meat for more than two decades, a journey that began in his hometown, Cuevas del Campo, and which today places him at the head of the meat purchasing department at Covirán. Along the way, he has witnessed how the sector, the role of the butcher, and the new demands of consumers have evolved, who are increasingly concerned about the quality, sustainability, and ethics of what they put on their plates. In his current position, he promotes the incorporation of products such as certified chicken with the seal Welfair®, a demonstration of the cooperative's commitment to animal welfare and continuous improvement.
From livestock management to purchasing management
His career began in 1997, working on a pig farm in a small village called La Colonia de Iturralde. “There, I gained valuable firsthand experience in the operation of a pig farm, learning every aspect of animal management and care,” he recalls. Shortly after, he furthered his training by joining the pig butchering department within the same company, where he had the opportunity to understand the entire production process, from breeding to the final product.
In 2003, he joined Makro Spain, where he spent over 20 years in various roles, eventually becoming a category specialist in the purchasing team. Currently, as the meat purchasing director at Covirán, he continues to promote a vision of the future in which quality products, technical knowledge, and commitment to the environment go hand in hand.
He also actively promotes the food industry through his website, Todocarne.es, and as a regular contributor to media outlets such as Onda Cero and RNE Radio 5, where he shares his vision and experience on programs specializing in the agri-food sector.
Traceability and trust
From his current position, Martínez Álvarez emphasizes the importance of working with very strict criteria throughout the entire value chain: "The key to ensuring quality and traceability in meat purchases lies in rigorous supplier selection, compliance with health regulations, and exhaustive monitoring at every stage of the supply chain." Added to this, he asserts, is the use of technology for product tracking and, above all, transparency.
The butcher: a professional figure in full transformation
In this model, the role of the butcher is essential, no longer just the one who cuts and serves the meat. "The butcher profession has evolved significantly, moving from a traditional trade to a more specialized role and advisor at the point of sale," he explains. Today, a good professional must master butchering and aging techniques, understand product traceability, and be able to guide consumers on cuts, cooking methods, and aspects related to sustainability. In this sense, he affirms that training is key and must include both technical knowledge and customer service. "Digitization, sustainability, and food safety are increasingly necessary skills in the sector's specialization," he concludes.
Covirán is working precisely along these lines. As it explains, the cooperative is committed to the ongoing training of its butchers, the establishment of rigorous quality standards, and personalized customer service. "With these efforts, Covirán reinforces its commitment to quality, proximity, and the professionalization of the meat sector."
Welfair®: Commitment to animal welfare and sustainability
In October 2024, Covirán added a new product certified in animal welfare to its assortment: white chicken with the seal Welfair®. “The commitment to certification Welfair® responds to our commitment to animal welfare, sustainability, and product quality,” explains Martínez Álvarez.
Beyond quality, the added value lies in traceability: “Choosing Welfair® allows us to offer meat with the certainty that it comes from farms that meet high animal welfare standards, with transparent traceability,” he adds.
The reception, he says, has been very positive. “More and more consumers value not only the quality of the product, but also its origin and respect for animal welfare.” For Covirán, the Certification Welfair® not only responds to new social demands, but also strengthens the cooperative's environmental responsibility.
Environmental impact and new trends
This chicken assortment also contributes to reducing the environmental impact. "Covirán supports the reduction of the carbon footprint by using fewer natural resources and managing production waste more efficiently," it notes. Sustainability is at the heart of all the company's purchasing decisions, and the incorporation of certified products aligns with that commitment.
Martínez Álvarez has no doubt that this trend will continue to grow. “Yes, there is definitely a growing demand for animal welfare-certified products,” she asserts. Consumers are more informed, more connected to ethical values, and more willing to support responsible models. “As consumers become more aware of the environmental and ethical impacts of their purchasing decisions, the demand for responsibly and sustainably produced foods will increase,” she asserts.
Finally, at Covirán, they are already working on new actions to strengthen this commitment. "We are developing steps that are part of a comprehensive strategy to ensure that Covirán remains a cooperative committed to ethics, sustainability, and respect for animal welfare," he concludes.