Spain is changing its strategy to grow in the United States and Canada

The family company joins forces with local producers to double its business in the region, up to 20 million euros.

Espuña, one of the most internationalized Spanish manufacturers of sausages, has proposed to double its turnover in North America in four years, to reach 20 million euros, says Esteve Espuña Sargatal, a member of the third generation of the family, who has run the Catalan meat company since 2019, when he replaced his father.

Headquartered in Olot (Girona), the company, which celebrates its 75th anniversary this year, closed last year with consolidated sales of 85.4 million euros, in line with 2020. 45% of the total came from foreign markets , among which France, the United States, Canada and Germany stand out.

The company began its assault on North America in 2016 with the purchase of the American firm Pata Negra Jam, with a plant in Gloversville, in the state of New York. "At first we put a lot of emphasis on the Spanish product, but it is a very niche market, and we chose to sign agreements with local manufacturers to whom we provide services in the supply of meat, product design and marketing," he explains. the manager. "This strategy is giving us good results," says Espuña, who details that in some cases the New York plant also manufactures for third parties, both in the US and in other countries.

In parallel, the company has increased by 50% in five years the export of its products to North America, above all, Serrano ham, cold meats and sliced ​​meats.

In the United States, this year the company has entered the 450 Walmart stores in Texas, where the Latino consumer has a greater weight. According to the executive, "it is feasible to reach other states" by the hand of the American distribution giant. Along with Texas, the main geographic focus for Espuña in the US is the northeast and southeast of the country, where the company employs 40 people out of a total workforce of 450 workers.

Factories

In Spain, the meat company has two plants in Olot, one in Utrillas (Teruel) and another in La Pobla de Lillet (Barcelona). In the Teruel factory, dedicated to slicing ham, it has invested nearly one million euros in a new production line and in the medium term it will expand the facilities with a disbursement of 2.5 million, which will entail the creation of 40 additional jobs.