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.

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Our history

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.
The company moved its facilities to the Fuente del Jarro Industrial Estate in Paterna, with an area of 4,000 m2 exclusively for production.
After 25 years on the market, an increase in demand led the company to increase its facilities to 6,000 m2.
In line with its focus on promoting a healthy lifestyle, the company considered that, together with a balanced diet, physical exercise was key. So, as it saw athletics as one of the most democratic sports, it created the Cárnicas Serrano Athletics Club.
Cárnicas Serrano had its facilities approved as compliant with European regulations and became the first meat processing company in the autonomous community of Valencia to be authorised to export its products. In this year its facilities grew to over 11,000 m2 and the company created a network of own branches all around Spain.
In this year, Cárnicas Serrano became the first Spanish company to export meat products, focusing particularly on the Russian market.
Serrano set up the first Spanish-Cuban meat industry in Cuba, Bravo S.A., supplying all the hotel chains and supermarkets on the island.
Cárnicas Serrano once again extended its facilities by incorporating one of the first slicing and packaging clean rooms in Spain (rooms with strictly controlled environmental parameters that offer optimal conditions of hygiene).
The company built a new Serrano ham processing plant with an area of 6,000 m2 and an investment of 7.5 million euros.
Serrano continued to innovate and launched the “Sabrosanos” range , for which it won 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, the Ministry of Food gave it the “NAOS Award” for the best business initiative for its contribution to the fight against obesity.
The company invested 1.5 million euros in a new state-of-the-art cooling system to naturally prolong the freshness of its packaged products and, at the same time, increased its energy efficiency. The system reduced the emission of 2,000,000 kg of carbon dioxide, equivalent to planting 50,000 trees.
This year bore witness to an important social milestone led by Serrano: Spain aspired to host the Olympic Games but had no television to broadcast the World Athletics Championships in Moscow. So, Cárnicas Serrano acquired the broadcasting rights.
Cárnicas Serrano managed to reach the figure of more than 5 million homes in Spain.
Serrano entered the Top 50 list of the most chosen consumer brands in Spain thanks to its inclusion in the annual Kantar Worldpanel ranking (Brand Footprint report).
The company entered the snacking segment with the launch of its U Snack! range.
In this year, Cárnicas Serrano again increased its production area, taking it up to 32,000 m2.

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.


La innovación siempre ha formado parte del ADN empresarial de Cárnicas Serrano, una de las compañías del sector de la alimentación que más ha dinamizado la categoría de elaborados cárnicos con reconocimientos a dicha labor dentro y fuera de nuestras fronteras.

Su política de innovación tiene como principal objetivo la satisfacción del consumidor, dando respuesta a las grandes tendencias del mercado: placer (productos que hacen disfrutar de sabores nuevos y sorprendentes), conveniencia (productos fáciles y rápidos de preparar) y salud (productos que ayudan a llevar una dieta más equilibrada)


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.

Corporate social responsability

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.

Our mission

To inspire consumers to adopt a healthy lifestyle based on a balance between good nutrition and physical exercise.

Good nutrition

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.

Physical exercise

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.