Cárnicas Serrano is a food company specialising in meat products. Its mission is to encourage consumers to incorporate healthy habits into their lifestyle based on a balance between a good diet and physical exercise.
60 years of growth and evolution while keeping our focus on our true essence: providing the consumer with a good diet and encouraging a healthy lifestyle.
Cárnicas Serrano was started up in an area of 125 m2 in Valencia. The company was led by Blas Serrano Castelar and his wife, Carmen Rodrigo Cervera, together with their children, Blas and Carlos Serrano Rodrigo.
After 25 years on the market, the increase in demand led to an expansion of the facilities to reach 6,000 m2.
Under its line of promoting a healthy lifestyle, the company considered that, along with a balanced diet, physical exercise is key. Therefore, and because it considers it a highly democratic sport, it created the Cárnicas Serrano Athletics Club.
Serrano launched in Cuba the first Spanish-Cuban meat industry, Bravo S.A., which supplies all hotel chains and supermarkets installed on the island.
Cárnicas Serrano expanded again its facilities by incorporating one of the first clean rooms in the national territory for slicing and packaging (rooms with strictly controlled environmental parameters that offer optimal hygienic conditions).
The company built a new Serrano ham processing plant with a surface of 6,000 m2 and an investment of 7.5 million euros.
Serrano continued innovating and launched the “Sabrosanos” range for which it received the “Taste of the Year Award”. A range of products with less than 2% fat and endorsed by the University of Valencia. That same year, it obtained from the Ministry of Food the “NAOS Award” for the best business initiative for its contribution to the fight against obesity.
This year witnessed an important social milestone led by Serrano: Spain aspired to become the host of the Olympic Games and had no open TV broadcasting the events of the World Athletics Championship held in Moscow, so Cárnicas Serrano assumed the broadcasting rights.
Serrano enters the Top 50 of the most chosen FMCG brands in Spain by being included in the annual Kantar Worldpanel ranking (Brand Footprint report).
The company entered the snacking segment with the launch of the U Snack! range.
Cárnicas Serrano completed this year a new expansion that takes it to 32,000 m2 of production extension.
We are a family business with 100% Valencian capital that has grown non-stop since its creation 60 years ago.
Our progress has been possible thanks to our firm commitment to innovation and market diversification; the Serrano brand is currently present in the leading national and international distribution chains.
Innovation has always formed part of the business DNA of Cárnicas Serrano as one of the companies in the food sector that has put new energy into the category of meat products and its work has been recognised both in and beyond our borders.
The main aim of its innovation policy is consumer satisfaction and it responds to the main trends of the market: pleasure (products that let consumers enjoy new, surprising flavours); convenience (products that are easy and quick to prepare); and health (products that contribute to a more balanced diet).
Along with innovation, internationalisation is one of the company’s main pillars; Serrano is already a reference brand in the main European distribution chains, including Makro, Intermarché, Leclerc, Auchan and Norges Gruppen.
Besides its products, the company also exports to these countries the concepts of craftsmanship, tradition, originality and authenticity.
Cárnicas Serrano reaches beyond being just a business and seeks to make a positive impact on society and contribute as much as possible to a better world. Two lines of action mark our purpose: solidarity, by donating food through the food bank, and the promotion of the values of sport, especially running and athletics.
To inspire consumers to adopt a healthy lifestyle based on a balance between good nutrition and physical exercise.
Good nutrition means a varied, healthy and balanced diet that goes far beyond the simple act of eating. Because we are social animals who not only have nutritional requirements, but also see food as one of our life habits and eating as a social act.
Enjoying food with all five senses. Sitting around a table with friends to share delicious food. Travelling the world through flavours. Taking a trip down memory lane with a selection of classic recipes. Food is all this and much more.
Regular exercise is the road that leads to an active, healthy lifestyle. This ‘state of complete physical, mental and social well-being’, as defined by the World Health Organisation, is the best gift for a full and happy life.
It’s said that we are what we eat, but we are also a compendium of our values, passions and habits… a true reflection of a way of life.
For us, this way of life finds its maximum expression in athletics, in running, and it has been in our DNA for over 30 years.
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